At the SEJ Summit 2015 in Mountain View, California, Loren Baker, the founder of SEJ, had the opportunity to talk with Lauren Vacarello, author of best-selling books, Complete B2B Online Marketing and The Retargeting Playbook, about the do’s and dont’s of integrated marketing.
A Few Key Takeaways From the Video:
- Marketing is very public. Everyone gets to see everything that you do, whether it’s right or wrong.
- Diversity matters. When you are building integrated marketing campaigns, make sure you have a diverse team to sanity check your message. Lauren poses these questions to guide your messaging strategy – Do you have diversity in your messaging? Is everyone hyper-focused on who the target audience is, that you are missing any sort of connotation? Do you have people of different backgrounds, ages, ethnicities, religions, and genders to counter-check the type of message you would want to communicate?
- Be positive. Bring the positive side and build on the personalization of your brands.
- One fun tip from Lauren: Come up with one theme, and tie that whole theme across your marketing communication channels – website, email, search campaigns, direct mail, or any type of account-based marketing. Keep that same theme consistent, for a cohesive marketing campaign with a strong message.
Join us for the next #SEJSummit on September 16th at Manhattan NYC Hotel in New York! Request your free invite now.
Please visit SEJ’s YouTube page for more video interviews.