Integrated Marketing

One Size Fits One

The so-called digital transformation is essentially the data-driven alignment of segments, channels and content — an iterative process of refinement from broad segments to narrow segments to personalization.

 
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Segments

Market/customer segmentation is fundamental to revenue optimization and efficient customer acquisition.

Criteria Examples:

  • Transaction history

  • Observed behaviors

  • Self-reported interests

  • Psychographics

  • Demographics

Content

Content consists of three elements: a story (i.e. “the message”), a voice (the perspective from which the story is told, and supporting creative assets.

BASIC STORY TYPES

  • Inspirational — the “why”

  • Descriptive - produce experiences

  • Persuasive differentiators - “reasons to believe”

  • Contextual

  • Informational

    More on Brand Messages

VOICES

  • Brand

  • Employees

  • Customers

  • Trade Partners

  • Media

  • Third-party

CREATIVE ASSETS

  • Text

  • Photography

  • Video

  • Graphics

  • Art

  • Music

Channels

Channels are the “pipes” that deliver content to targeted audiences

  • Print brochures

  • Print media

  • Direct mail

  • Broadcast media

  • Outdoor media

  • Digital media

  • Paid social

  • Organic social

  • Paid search

  • Organic search

  • Email

  • Webinars

  • Live events

  • Unpaid media (PR driven)

  • 3rd party channels