This document discusses trends in integrated marketing communication. It covers meeting consumers in their moment across channels, the need to shift from passive to active social listening to understand customer needs, using responsive communications in real-time to build conversations, and creating craveworthy content that customers want to engage with. Case studies and statistics are presented from various companies to illustrate these trends and the importance of an integrated marketing approach across TV, social media, and digital platforms.

1. Integrated Marketing Communication Trends
Zena Weist
Director Strategy, Level Five
@zenaweist
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2. IMC Digital Trends
 Meet Them In Their
Moment
 Shifts in Listening
 Responsiveness
Communication
 Creating Craveworthy
Content
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3. 3
When it comes to multi-channel
marketing, being able to understand
a consumer’s entire shopping journey
- how they consume content and
share it along the way - will give
brands a disruptive competitive
advantage.
- Bonin Bough, Mondelez International
“
”
Meet Them In Their Moment
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4. 4
Source: Spin Sucks, Gini Dietrich 2014
Meet Them In Their Moment
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5. 5
Source: Microsoft 2013
Meet Them In Their Moment
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6. 6
Source: Microsoft 2013
Meet Them In Their Moment
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7. 7
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8. 8
Meet Them In Their Moment
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9. 9
Meet Them In Their Moment
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10. 10
Great companies don't lie. They don't steal.
They don't cheat their employees. They
don't become greedy. They don't allow
people to behave badly just because that
generates a lot of revenue. Great
companies stop and listen to criticism.
They commit to getting better, they set
goals and a vision larger than themselves,
and they truly behave better. When all of
that happens, the storytelling is easy.
- Gini Dietrich, Spin Sucks
“
”
Shifts in Listening
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11. 4/5*Companies “listen” to social media
*Approximately 80% of marketers actively involved in their
company’s social media strategy report “listening” as an
existing goal
Source: Forrester 2012
Brands know social listening is important
Shifts in Listening

12. But most companies are passive
Source: Forrester 2012
Shifts in Listening

13. Shifts in Listening
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14. Shifts in Listening
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15. 15
Shifts in Listening
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16. 16
Social listening is a critical backbone to
doing business in the 21st century. It’s a
key component to understanding
consumers’ needs and operating a real-
time environment. There’s a big
opportunity to utilize consumers’ feedback
for inspiration, but also to have
conversations, build ideas, co-create
together and reach back out and share.
- Stephanie Moritz, ConAgra
“
”
Responsive Communications
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17. Responsive Communications
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18. Responsive Communications
https://vimeo.com/71450156
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19. Responsive Communications
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20. #IAMHRBlock

21. 21
For the first time, companies have
to compete on the very same
turf as our family and friends,
using the very same tools,
technologies, media and messaging
as consumers. They are invading the
spaces we are using to connect
personally.
- Jay Baer, Youtility
“
”
Creating Craveworthy Content
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22. 22
Creating Craveworthy Content
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23. Creating Craveworthy Content
Source: Content Marketing Institute, 2013
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24. Creating Craveworthy Content
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25. #PDC14

26. 26
Creating Craveworthy Content
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27. 27
Creating Craveworthy Content
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28. 28Intelligence Report, 2014 http://vimeo.com/86125356
Creating Craveworthy Content

29. Key Takeaways
 TV no longer primary
 Listen - Passive
Foundation
 Responsive = Customer
Focus
 Craveworthy Content =
Youtility
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30.  Content Marketing Institute – B2B 2014 Content Marketing
Study
 Response Process – H&R Block
 Edison Research – The Infinite Dial 2014, Navigating Digital
Platforms
 Forrester Research – Social Intelligence
 Altimeter Research – Digital Transformation
 Altimeter Research – Brand Advocacy
 Social Pros – H&R Block
 Social Pros – Hilton Worldwide
 Real Time Marketing – SXSW Panel
 Content Marketing – 32 Research Reports
 Yahoo! Business - 83 B2B Social Media & Marketing Stats
Resource Guide
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31. Thank you!
Zena Weist
@zenaweist
zena.weist@levelfivesolutions.com
Questions?
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