Marketing Foundations: Integrated Marketing Strategies

Use brand choreography—a seven-step integrated marketing framework—to market to customers across multiple channels: traditional, digital, and social media.

Introduction

• Welcome
• What you need to know

1. Why Integrated Marketing Choreography Is Critical to Your Success

• Integration challenges
• Seven-step brand choreography

2. Create a Winning Brand Value Proposition

• Begin with a SWOT analysis
• Build your brand value proposition
• Position strategy to energize your brand
• Brand value proposition case examples

3. How to Develop and Use Buyer Personas

• Create your personas: Start with who
• How to solve customer pain points

4. Brand Storytelling to Create Engaging Content

• Bring your value proposition to life
• Content marketing's role
• Sourcing options

5. Managing Paid, Owned, and Earned Media

• Paid, owned, and earned media
• Traditional communications channels
• Digital communications channels
• Social media channels

6. Customer Experience Management Strategy

• Brainstorming and design thinking
• The new customer journey
• Customer experience mapping

7. Build Your Brand Choreography Team

• Making it all work inside your company
• Engage your social employees

8. Brand Choreography Launch

• Customer listening tools and techniques
• Buzz, brand, and behavior
• Cases in B2C and B2B marketing

9. The Best Way to Predict the Future Is to Create It

• Real-time marketing for agile marketers
• Neuromarketing
• The Internet of Things

Conclusion

• Activate to improve business results
• Staying in touch