Integrated Marketing Communications Strategies

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Dina Shapiro

50:50

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[1] Introduction

[1] What is integrated marketing communications.mp4

01:00

[2] 1. Identify and Overcome Barriers

[1] Identify marketing integration challenges.mp4

03:24

[2] Overcome marketing integration barriers.mp4

03:24

[3] Example Overcoming integration barriers.mp4

03:27

[3] 2. Know Your Competition

[1] Define and differentiate your competitive set.mp4

03:39

[2] Transform SWOT into opportunity analysis.mp4

03:42

[3] Example Identifying market opportunities.mp4

03:34

[4] 3. Align Your Strategy and Brand

[1] Integration starts with your brand.mp4

03:40

[2] Engaging customers with integrated brand storytelling.mp4

03:05

[3] Brand storytelling in action.mp4

03:01

[5] 4. Leverage Customer Insights

[1] Omnichannel vs. integrated marketing.mp4

02:52

[2] Helping your brand connect with customers.mp4

03:18

[3] Example Paid, owned, earned integration.mp4

03:02

[6] 5. Measure and Optimize

[1] Measure with integrated KPIs.mp4

02:43

[2] Optimize with a performance dashboard.mp4

03:05

[3] Example Integrated KPIs.mp4

02:52

[7] Conclusion

[1] IMC is an ongoing process.mp4

01:02

Description

Disconnected marketing communications confuse customers and make it hard to know what a brand stands for and why you should buy it. On the other hand, an integrated marketing communication strategy ensures consistent, relevant messages across touch points to differentiate from competition and attract and retain customers. In this course, instructor Dina Shapiro covers how to identify and overcome barriers to integration; how to conduct a SWOT analysis to differentiate from competitors; how to use brand storytelling to integrate your marketing strategy; and how you can leverage customer insights to integrate across paid-owned-earned touch points, and measure and optimize. Join Dina as she shares examples and the tools you need to write an integrated marketing communication strategy that will help you engage customers, build your brand, and improve internal team collaboration.

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Marketing Strategy

Dina Shapiro

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Linkedin Learning

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LinkedIn Learning is an American online learning provider. It provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn. All the courses on LinkedIn fall into four categories: Business, Creative, Technology and Certifications. It was founded in 1995 by Lynda Weinman as Lynda.com before being acquired by LinkedIn in 2015. Microsoft acquired LinkedIn in December 2016.