A Guide to Successful Integration. With consumers' consumption of media becoming increasingly fragmented across multiple channels, having a successful integrated marketing program is more important than ever. But before you take off the marketing gloves and attempt to deliver a knock-out surround-sound program, be sure to follow these lucky seven must-dos: Identify the big idea firstDevelop a big idea first and then identify how to best communicate that idea to your consumers. Big ideas are medium-agnostic; once the big idea is understood, you can then identify which medium would be best to deliver that message or experience… whether it be print, broadcast, online, an event, or any combination thereof.
As an example, a big idea should not start as an "awesome television commercial" or a "fabulous promotional website," but rather, from a concept, key insight or intuition you have with your consumers. Start early! Don't stop at launchLastly, the spirit of integration shouldn't end at program launch. Chief execs grapple with web 2.0. 8 Ways The Internet Changed Software Marketing. A key theme of this B-to-B marketing blog is that the internet has completely transformed best-practices in technology marketing. In the past seven years, perhaps no company has done more to establish the new best practices than Salesforce.com. By unshackling themselves from the constraints of traditional B2B marketing and sales models, Salesforce.com has emerged as the dominant player in their market.
What are the new best practices for B2B marketing in the internet age, and how can you take advantage of them? Tien Tzuo, Chief Strategy Officer for Salesforce.com, recently spoke at Stanford University’s Entrepreneurial Thought Leaders Series. As part of this talk, Tien shared how Salesforce.com transformed their sales and marketing processes by leveraging the internet. Based on Salesforce.com’s best practices, here are eight ways the internet changed enterprise software marketing. 1. Before the internet, access to information about new products and solutions was limited to a few sources. Forrester to Marketers: Let Age Define Your Buy. Kevin Newcomb | October 7, 2006 | 0 Comments inShare0 A Forrester Research study finds that generations of users show significant differences in media consumption and response to various forms of marketing. Marketers looking for the best way to reach a target audience online should go beyond choosing the most popular methods of the day and consider generational differences in media consumption habits, according to Forrester Research.
"To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors," writes Charlene Li, principal analyst at Forrester. Search results from a general search engine account for 71 percent of site visits, with another 8 percent coming from vertical search engines, according to the report.