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Integration a key to marketing success

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The line between traditional and digital media is increasingly blurred and marketers believe the new era of integrated marketing has arrived.At this week's Marketing Insights: Integrated Marketing forum, senior marketers from across the territory heard how to maximise an integrated approach to marketing via mobile, content marketing, live events and digital extensions.The half-day seminar kicked off with Victor Cheng, vice president of ComScore, sharing the importance of cross media in the further of mobile. He stressed the importance to have marketing strategy planned differently corresponding to each devices.He suggested that users are nowadays behaving differently across different screens and they are living in a multi-platform digital era."You need to think about the device itself when planning marketing strategy, it is about the access. No matter user is accessing an app environment or browsing environment, 3G or wifi, they behave very differently."He rounded the presentation by advising that marketers should understand consumers habit with not but all digital devices, have the KPIs planned carefully for different screens while to think collectively for cross screen. Most importantly, experiences need to be persistent and applicable across devices and to device as well as usage context.Aside from digital panels, PR function, creative design, sales support and interactive development also fuel successful integrated marketing campaign.One successful business model is Citibank, who successfully used integrated marketing to localise the bank and to merge its branches with retail concept."When you think about banks people would think it is not related to consumers."How to increase traffic to our branches and build an image that close to consumer are our challenges," said Priscilla Ng, country marketing director of Citibank."So we started this regional "think like a retailer" initiative in an attempt to try something now for our marketing."From retail decoration, digital facade, seasonal interactive campaign to window dressing, summer sales, mascots and even fashion shows, Citibank integrated multiple platforms, extensive promotions involved with PR to create a holistic integrated marketing approach."It is a new way to change how people think about marketing."As a result, in-store footprints have increased and the accounts opened in its central branches have doubled."We have found a right direction to breakthrough ourselves from a normal bank."Nick Goldsmith, associate partner of IBM, further explained how to maximise the benefits of integrated marketing brings to brands by aligning in-store experience with online version."Think about how online experience compare to in-store experience, be sure that the online channel is a true extension of your store and is the same perception and experience you are trying to develop in stores."He stressed that a synchronous retail and digital experience creates consistent brand promise and unique customer experience.Dan Ye, vice president of PR Newswire, suggested that the use of content marketing plays a big role in driving paid, owned and earned media."The value of earn media is increasing substantially, online and offline paid media must be integrated as part of a holistic marketing strategy."Content marketing, according to Ye, will amplify existing media campaigns, increase visibility and drive engagement leading to desired outcome.Eden Lau, co-founder and chief executive of iSentia, explained how to turn analytics into actionable insights and how to drive successful media strategies."The ability of data on technology is so rich; company should focus on how to can get the data as comprehensive as possible."Acid test, namely data transparency, is also important when looking into the data, Lau suggested.Wallis Chan, senior manager sales and marketing of Radica rounded up the forum by presenting us how e-campaign builds sustainable brand development.In order to make right media selection, marketers should pay more attention on behaviour segment, Chan suggested. Personalised greeting message is also an incentive for viewers to pay attention on the e-campaign. Most importantly, marketers should double check HTML to avoid blank message."For e-campaign, we can be more aggressive."The event sponsored by IBM, iSentia, Radica and PR Newswire.[gallery ids="17489,17490,17491,17492,17493,17494,17495"]

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