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The Dos and Don’ts of Integrated Marketing: An #SEJSummit Interview with Lauren Vacarello

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The Dos and Don’ts of Integrated Marketing: An #SEJSummit Interview with Lauren Vacarello

A big thanks to our SEJ Summit 2015 sponsor, Searchmetrics — the leading global enterprise platform for search experience optimization.

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.

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Meg Cabrera

Sales Operations Analyst at Search Engine Journal

Meg is part of SEJ's team based in Manila, Philippines. She is responsible for managing sales operations, order fulfillment, and ... [Read full bio]

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