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The Kimono Is Open – Integrated Marketing

Developing an Integrated Marketing StrategyThe Kimono Is Open was presented at the 2019 Rocks Digital Marketing Conference by Marty Weintraub. Here are the takeaways from his session.

Integrated Marketing Is a Matter of Survival

(Integrated= with various parts or aspects linked or coordinated)

  • Ample % of marketing success integrates Search/Social
  • The last mile of the CPA / Scale Pivot is via integration
  • Pathway to CPA: Keywords, retargeting, psychographic (Intent) display, & creative
  • Audience data management IS often targeting
  • Go deeper into long business goals to improve integration
  • There IS low-hanging revenue for best practices
  • Branding is required for the ultimate integration

Targeting Channels = Introducing new people to the system

  • Wide open brand search PPC
  • Wide open non-brand search OOC
  • Programatic
  • FB social display
  • Twitter social display
  • Organic & direct website visitors
  • Social engagement
  • YouTube
  • FB lookalike
  • Google Customer Match

Retargeting Channels

  • Programmatic exchanges
  • FB retargeting
  • Twitter retargeting
  • Google Display
  • YouTube

Brand Lift Measurements Now that You’ll Want Later

  • Google & Bing brand search
  • Paid brand traffic conversion sale
  • Organic brand keyword traffic in SEO marketing
  • Lowered overal PC $$
  • Deep customer value/pathway to purchase
  • Daily sales metrics

Why Brand Search Is Keyword Lakefront Property

  • Brand IP Marks can be protected = R, TM, C, etc.
  • Competitors can trigger PPC but not use IP
  • Control Creative in tandem with Organic Search (SEO)
  • Brand Search is usually the least expensive KW Inventory
  • +Brand Search conversion lowers cost, raises scale of entire system
  • Brand Search usually has the highest conversion rate
  • Direct Traffic from brand awareness lifts scale & lowers cost
  • More conversion, lower cost, more Brand Search means GROWTH

Imprint Brand When You’re Selling

  • Use brand terms, devote site links & social post fields
  • Place name of company & logo as prominently as possible
  • Cred marks like T, R, C, etc.
  • Place brand keywords and marks ON images & video
  • Make positioning statements tangible
  • Every paid impression must contribute to conversion

Sell When You’re Branding

  • Soft Touch: gently help users know what is a conversion
  • Devote site links & social post fields to selling awareness
  • Place conversion keywords ON images & video
  • Every paid impression must contribute to conversion

Integrated Creative Grid – Short Statements Your Product Owns

Replacing Lost Facebook Targeting

DMPs use audiences from the same third parties which USED to drive FB intent targeting, with more complete libraries. They push ads into huge banner space, including Google Display with prioritized access to some inventory over using Adwords. The targeting now replaces former targeted social ads.  Radical data includes tons of intent data, going to buy or do something.

Layer in targeted emotions which may drive conversions.

For example: Nationalist, Disrupter, Lover, Hater, Angry, Jealous, Sad, Right Wing, Left Wing, Extremist, Pothead, Nudist, Green, Narcissist, Cat People, Dog People, Fearful, Optimist, Pessimist…

List of Integrated Marketing Tactics

  • Retargeting segmented by $$$ KWs
  • Imprint keyword & brand in display/retargeting creative
  • RLSA (Remarketing lists for search ads) to Paid Social Audience Pools
  • Non-commercial informational keyword RLSA to $$ KWs/Ad Groups Audience Pools
  • Reduce $, Increase Scale By Causing New Brand Search
  • Grade effects of PR on performance marketing
  • Low $$ geek tail KWs for content amplification/display
  • Map physical world objects & web representations
  • Use paid KW & social targeting tools to advise SEO & community management
  • Pull display targeting lists from PR DBs, emails, Twitter, publications
  • Include data team in creative hackathons
  • Pre-promote upcoming email blast targeted via custom audiences. Measure success in email conversion lift
  • Rip video, shred soundtrack to satire, caption to your videos, optimize video, “leak,” promote
  • Crawl social sites & leave badge behind, measure viewbacks & friend requests accepted
  • Reverse Engineer Success-Traffic via 3rd Party Data + DMP:
  • Straight-up sales
  • Cause KW search early
  • Definitive personal data replaces FB Studies
  • Advise and/or BE content strategy
  • Proof for inside display sales
  • Boolean GAP on Integrated Public Content Grid: Reverse-engineer competitive wins/losses by channels, users, authority, KWs, & conversations

Laura Darkstar

Laura Darkstar, owner of Adminderella, is an Administrative Strategist, Blogger, Entrepreneur & Aspiring Novelist. She loves social media and small biz owners.

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