Learn to use an integrated marketing communication strategy to create a seamless experience across touch points to differentiate from competition and attract and retain customers.
Overview
Syllabus
Introduction
- What is integrated marketing communications?
- Identify marketing integration challenges
- Overcome marketing integration barriers
- Example: Overcoming integration barriers
- Define and differentiate your competitive set
- Transform SWOT into opportunity analysis
- Example: Identifying market opportunities
- Integration starts with your brand
- Engaging customers with integrated brand storytelling
- Brand storytelling in action
- Omnichannel vs. integrated marketing
- Helping your brand connect with customers
- Example: Paid, owned, earned integration
- Measure with integrated KPIs
- Optimize with a performance dashboard
- Example: Integrated KPIs
- IMC is an ongoing process
Taught by
Dina Shapiro
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