I had the pleasure of speaking at the Integrated Marketing Summit on January 30th in San Diego. I spoke on “Integrated Marketing: Think Big, Think Small.” As usual, I didn’t just talk about Intel, but also shared insights and industry cases with more general interest. As such, I started with the definition of Integrated Marketing. Here is a couple of them I found on the Net:
“An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.”
“A strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.”
The definitions sound as if they are geared toward a traditional product or campaign launches. I created the following chart to reflect the situations to which the definitions apply:
When the term ‘Integrated Marketing’ was coined, marketers focused on traditional channels such as TV, Print, radio and OOH (out of home) etc.
In my opinion, integrated marketing has been evolving, due to the rise of earned (social networks) and owned (company websites) media.
I expanded integrated marketing into Traditional vs. New and Big vs. Small and shared four examples in the following quadrants.
Integrated Marketing: Big/Traditional
The typical example in the Big/Traditional category is a ‘product launch.’ I shared Intel’s integrated marketing campaigns for IntelR CoreTM i5 Processor launch. A comprehensive product launch plan was in place with stakeholders from different marketing functions, PR and business units. A launch team begins weekly meetings 4 months prior to the launch. In addition, a short documented plan including the marketing objectives, launch goals, budget, product messaging/positioning and creative guidance is critical to align all team members.
Integrated Marketing: Big/New
While the Big/Traditional example is marketing-driven, I see the Big/New type of integrated marketing as more technology-driven. I shared a Tesco example from South Korea. They brought the store to commuters by creating a virtual store in subway train stations. Customers can use their smartphones to shop while waiting for trains. Check out this video.
This integrated marketing effort was centered on creating a customer experience enabled by technology. The Big/New integrated model does not focus on marketing a company’s products but strives to deliver specific experiences for customers. In this case, the integrated marketing plan needs to be created to support the experience itself rather than a set of products.
Integrated Marketing: Small/Traditional
Now, let’s talk about an example of Small/Traditional integrated marketing. The characteristics of Small/Traditional integrated marketing campaigns are:
- Regularly recurring
- Small budget
- Existing messaging and creative.
Direct marketing is a perfect example.
Integrated Marketing: Small/New
Like Big/New, the Small/New integrated marketing model can also come from an idea. An idea in a much smaller scope that may not be technology-driven. It can be a fun activity used to engage with your customers. The example I shared is the E.C. Vitoria soccer club from Brazil. They removed the red bars that usually make up the players’ jersey and asked their fans to donate blood to bring the red back. The players would wear different jerseys to showcase the level of blood being donated.
This effort cost only $15,000, yet generated media buzz around the world and got fans involved in a good cause. The integrated marketing effort came after the idea went viral. Recognizing the buzz they were getting, they were able to both improve the returns to their charity work while also helping the team with jersey sales, free media coverage and social media engagements. It’s a great example of a New/Small integrated marketing effort.
I shared another Small/New example; please check out the presentation to learn more about it. In summary, the definition of integrated marketing has been expanded. We need to think about integrated marketing differently, focusing on how to better integrate traditional, social and owned media. Integrating marketing can be small or big. Sometimes, it starts with just a creative idea!