Overview
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Use brand choreography—a seven-step integrated marketing framework—to market to customers across multiple channels: traditional, digital, and social media.
Syllabus
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Introduction
- Welcome
- What you need to know
- Integration challenges
- Seven-step brand choreography
- Begin with a SWOT analysis
- Build your brand value proposition
- Position strategy to energize your brand
- Brand value proposition case examples
- Create your personas: Start with who
- How to solve customer pain points
- Bring your value proposition to life
- Content marketing's role
- Sourcing options
- Paid, owned, and earned media
- Traditional communications channels
- Digital communications channels
- Social media channels
- Brainstorming and design thinking
- The new customer journey
- Customer experience mapping
- Making it all work inside your company
- Engage your social employees
- Customer listening tools and techniques
- Buzz, brand, and behavior
- Cases in B2C and B2B marketing
- Real-time marketing for agile marketers
- Neuromarketing
- The Internet of Things
- Activate to improve business results
- Staying in touch
