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Integrated marketing mix and the 4 Ps vs 4 Cs

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Beth Harte
Beth Harte

The document discusses integrated marketing and the importance of integrating the marketing mix across different channels. It outlines the traditional 4Ps marketing mix of product, price, place, and promotion, and the updated 4Cs marketing mix of customer, cost, convenience, and communication. It then provides five key steps for ensuring an integrated customer experience: identifying customers and prospects, estimating customer value, planning communication messages and incentives, estimating return on customer investment, and evaluation and future planning. Finally, it provides examples of integrated marketing campaigns from companies like Geico, Coldwell Banker, and Pampers.

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Social & the Marketing Mix Beth Harte Sr. Subject Matter Expert, Digital Marketing Serengeti Communications @bethharte
The Marketing Mix Icon Source: http://www.dapino-webdesign.nl/
The 4 P’s vs. The 4 C’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image Source: http://inadvertentwhistle.files.wordpress.com
What is Integrated Marketing? Is it... Image Source: daveyawards.com
What is Integrated Marketing? Nope. It’s... Image Source: img4.allyou.com
Why Integrate? Image Sources: www.freshegg.com/blog/ andwww.halifaxchamber.net/
Why Integrate? :30
Why Integrate? ? Icon Source: www.dapino-webdesign.nl/
Why Integrate? ! Icon Sources: www.dapino-webdesign.nl/ and www.professional-icons.com
The Problem With Integration Image Source: www.theharteofmarketing.com
5 Key Steps to Ensure an Integrated Experience Source: IMC: The Next Generation, Schultz & Schultz
Identify Customers & Prospects Image Source: http://images.tmcnet.com Psychographics Sociographics Ethnographics
Estimating the Value of Customers Image Source: www.ecu.edu/cs-admin
Planning Communication Messages & Incentives Image Source: www.lowesforpros.com/
Estimating Return on Customer Investment Image Sources: www.ezfundingonline.com & http://image.fourwheeler.com
Evaluation & Future Planning Image Source: www.xhtml-css-code.com
Geico Integration
Coldwell Banker Integration
BreakingPoint Integration
Pampers Integration Incongruity @MENGonline Integrated Marketing fail: Pampers Village site, click to Facebook & end up on P&G page w/no babies, incongruity!

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Integrated marketing mix and the 4 Ps vs 4 Cs

Hinweis der Redaktion

  1. Integrated marketing communications is the process of integrating all the pieces of an organization around a single factor: the wants and needs of customers.