Thinking Without Silos: Making Digital a Part of Your Integrated Marketing Approach

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Published on November 4, 2013

Author: Rockfish



Rockfish CMO and Brandery Co-Founder Dave Knox presented on how to embrace an integrated approach to marketing at the Fifth Annual Integrated Communications Summit in Lousiville in September 2013, sponsored by IABC/Louisville and the Louisville Digital Association.

Learn how to think like your consumer, organize to succeed, architect for the consumer, activate integrated planning and adopt a culture of innovation.

For more information, visit or email press at

Thinking Without Silos Making Digital a Part of Your Integrated Marketing Approach Dave Knox SVP & Chief Marketing Officer, Rockfish Co-Founder, The Brandery @daveknox

Digital is not a channel. It’s a way of life. To the consumer, the lines between digital and traditional marketing are blurred.

5 Ways to Take an Integrated Approach: Think like your consumer. Organize to succeed. Architect for the consumer. Activate integrated planning. Adopt a culture of innovation.

To meet the needs of your consumer, think like your consumer.

Know your consumer. What are they searching for and how are they interacting (where, what device)? Introduce need state analysis. There is no better sign of intent than fingers to keys, searching for an answer.

Organize to succeed. Technology Marketing Advertising CONSUMER INSIGHTS Product development Customer service Branding teams

"We believe that customer service shouldn't be just a department – it should be the entire company.” –Tony Hseih, CEO, Zappos

Architect for the consumer. Consumer use cases Traffic driver strategy Determine content cadence Digital roadmap Consumer Insights Multi-channel content calendars

Understand how consumers use your product.

“Content doesn’t win. Optimized content wins.” –Li Evans, Author & Consultant

Activate integrated planning. The average consumer interacts with 57 different touchpoints before making a purchase decision.

“People at different stages of their lives are doing different things, and they’re all using Google.” –Susan Wojcicki, Forbes’ “Most Powerful Woman in Advertising”

Adopt a culture of innovation.

Fail fast, fail often.

Look to startups for inspiration.

Dónde • Provides mobile product and store locators for brands and chains looking to increase local retail sales and gain real-time marketing insights.

Leap Motion • Motion control sensor designed to allow the user interact with a computer in a more natural way. • USB-connected sensor can track movement such as drawing, rotating and sculpting an object, and playing a musical instrument.

FollowApps • Mobile application management platform that helps CMOs measure ROI on mobile marketing spend and engage their mobile audience.

Get started. Today.

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