Education is not the

learning of
facts,
but of the training of the
mind to think
INTEGRATED DIGITAL
MARKETING
To function properly,
digital marketing must
be integrated.
To function properly,
digital marketing must
be integrated.

Why?
 Benefits of IDM

• Convey brand message consistently

• Consumers expect it

• Focus on customer experience

• Allows opportunity for real-time

 IDM Strategic Model

Define & Establish Convey & Promote

Connect & Convert Measure & Refine

 IDM Strategic Model

Define & Establish What are your goals?

Convey & Promote

What are your channels?

Connect & Convert

Points of conversion?

Measure & What will you measure?

IDM CASE STUDIES
 IDM Strategic Model

Define & Establish What are your goals?

Convey & Promote

What are your channels?

Connect & Convert

Points of conversion?

Measure & What will you measure?

1. The ALS
Association
‘Ice Bucket Challenge’
2. Tim Hortons
‘Collect to Win’
 IDM Strategic Model

Define & Establish What are your goals?

Convey & Promote

What are your channels?

Connect & Convert

Points of conversion?

Measure & What will you measure?

#BU459
 Benefits of IDM

• Convey brand message consistently

• Consumers expect it

• Focus on customer experience

• Allows opportunity for real-time

 Challenges of IDM
• Technology too complex

• Too expensive

• Teams not structured for it

• Data not centralized

• Too time consuming

Lets look at some
recent trends…
Trend #1

Shift from
centralized push
marketing to
decentralized
pull marketing
Trend #2

Customers
expect right
information at
the right time
on the device of
their choice
Trend #3

Audience
awareness is

fragmented
due to
information
overload
How can you benefit from these
trends?
Integrated digital marketi ng allows you t o c o n n e c t your marketi ng
acti viti es so t h at e a c h acti vity supports a n d reinforces th e other t o
deliver a big ger i m p a c t t o your ROI.

Allows you t o c r e a t e a bett e r experience for your users.

Some examples: Coke

Consistent branding

Optimized website

Social media icons

Embedded YouTube video

Facebook stream
Some examples: Coke

Responsive website design

Rewards connected to social media

Some examples: American
Express

Social media icons

Twitter handle

Mobile presence

Follow on Twitter
What can integrated digital
marketing do for your business?

Have a real
time dialogue
Improve with customers
Establish
customer
relationships
service

Provide
Create new integrated
experience
promotional
channels

Increase Increase
sales brand
and awareness
revenue
Things to keep in mind…

 Start with your audience a n d their unique needs

 Think about your audience, not the search engines
 Make it easier for your users to connect with you
 Develop content for multiple channels
 Keep the same tone across channels for consistency
 Try to a d d value at every touch point
 Allow users to access a n d share information quickly a n d
easily
 Build out the marketing ecosystem one piece at a time
 Social Media c a n not b e an afterthought
 Get help from experts to speed up the process
 The importance of a website
https://www.velocityconsultancy.com/importance-of-website-reasons-why-your-busin
ess-needs-it/

https://www.infidigit.com/blog/importance-of-website/

https://www.dreamhost.com/blog/6-reasons-why-your-small-business-needs-a-websit
e-now/
Next Week

Week 13 - Exam Review

Week 14 - Dec. 8th Final Exam