Marena Studios » integrated marketing http://www.marenastudios.com/blog Wed, 19 Oct 2011 21:36:44 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 How to integrate email, social for better results http://www.marenastudios.com/blog/2009/12/how-to-integrate-email-social-for-better-results/ http://www.marenastudios.com/blog/2009/12/how-to-integrate-email-social-for-better-results/#comments Thu, 10 Dec 2009 21:54:37 +0000 admin http://www.marenastudios.com/blog/?p=118 Recently two casinos began integration campaigns using Lyris HQ’s platform with social and mobile marketing efforts. Both Reno casinos, the Eldorado Hotel Casino and the Silver Legacy Resort Casino, improved reach and engagement levels as well as customer experience. The two casinos also doubled mobile opt-in lists and conversion rates.
“The high customer acquisition and revenue that we have achieved by integrating email with social and mobile marketing has far exceeded our expectations,” said Chad Hallert, director of e-commerce, Eldorado Hotel Casino and Silver Legacy Resort Casino. “As we continue to build out our marketing efforts, we want to maximize exposure and relevancy, while better understanding which mediums or campaigns are succeeding and which are not. Lyris HQ’s embedded Web analytics enables us to see which campaigns are working so we can architect every customer experience for optimal relevance, timeliness and results.”
The casinos integrated email messages with mobile alerts and social network profile updates to promote hosted events and upcoming shows. Offline ad spaces were also used.
“Realigning marketing strategy to accommodate an increasingly social and mobile customer is critical to success. Eldorado and Silver Legacy have proven that integrating email with other marketing channels fuels sales and increases marketing ROI,” said Blaine Mathieu, CMO, Lyris.
Using a platform such as Lyris HQ, marketers are able to synchronize entire campaigns so that messages, alerts and postings are published or made available in order and at the right time. This helps to improve the consistency and relevancy of the messages. The integration of email and mobile, social or offline methods also reinforces the brand’s message. Rather than a consumer skimming over an email message and forgetting it, the message will be reinforced with Twitter or Facebook updates or even a mobile offer to make a purchase or sign up for more information.

]]> http://www.marenastudios.com/blog/2009/12/how-to-integrate-email-social-for-better-results/feed/ 0 Integrated Marketing Changes Predicted for 2010 http://www.marenastudios.com/blog/2009/12/integrated-marketing-changes-predicted-for-2010/ http://www.marenastudios.com/blog/2009/12/integrated-marketing-changes-predicted-for-2010/#comments Mon, 07 Dec 2009 15:01:06 +0000 admin http://www.marenastudios.com/blog/?p=110 As marketing continues to evolve and more firms expand their reach into newer channels, managers will also be looking at ways to integrate and unify their efforts. During 2009, budget constraints forced many marketers to slash spending and cut entire programs. Industry watchers expect budgetary pressures to continue in 2010 but there may also be a fresh focus on efficient integration.

Here are a few of the top integrated marketing 2010 trends predicted by Judy Franks for Marketing Daily along with some of her cautionary comments:

Marketers may cut out a specific channel entirely: Franks warns that a “wholesale cut” to a channel such as print could negatively affect a carefully designed ‘integrated, multichannel mix’.
Marketers may find more data can lead to less understanding: Data is flowing from multiple sources and constantly changing. It will become more difficult to apply the pool of data to “integrated channel planning”.
More marketers will jump into social networking: As companies watch their competitors’ strategy, they will make the classic mistake of employing social networking as a marketing tactic rather than allowing the brand to develop organically.
Marketers will focus less on the traditional 18-49 demographic: As more information becomes available and it becomes easier to target niche consumer bases, it is less effective to mass market to a traditional demographic that contains multiple sub-groups.
Marketers will see more blurring of screens: Consumers have more options than ever to view content live or delayed and on fixed or mobile screens.
All of these factors will come into play as marketers face the challenges of pitching their products and services to consumers who will have more access to competitive intelligence in 2010. Companies that excel in integrating their marketing programs stand the best chance of reaching consumers in more places.

[Source: Franks, Judy. Top 10 Integrated Marketing Trends for ’10, MarketingDaily, 11.27.09]

by: Kathy Crosett

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