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LinkedIn Learning

Integrated Marketing Communications Strategies

via LinkedIn Learning

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Overview

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Learn to use an integrated marketing communication strategy to create a seamless experience across touch points to differentiate from competition and attract and retain customers.

Syllabus

Introduction
  • What is integrated marketing communications?
1. Identify and Overcome Barriers
  • Identify marketing integration challenges
  • Overcome marketing integration barriers
  • Example: Overcoming integration barriers
2. Know Your Competition
  • Define and differentiate your competitive set
  • Transform SWOT into opportunity analysis
  • Use AI-powered competitive intelligence tools
  • Example: Identifying market opportunities
3. Align Your Strategy and Brand
  • Integration starts with your brand
  • Engaging customers with integrated brand storytelling
  • Brand storytelling in action
4. Leverage Customer Insights
  • Omnichannel vs. integrated marketing
  • Helping your brand connect with customers
  • Use AI-powered personalization techniques
  • Example: Paid, owned, earned integration
5. Measure and Optimize
  • Measure with integrated KPIs
  • Optimize with a performance dashboard
  • Use AI to optimize your touchpoint mix
  • Example: Integrated KPIs
Conclusion
  • IMC is an ongoing process

Taught by

Dina Shapiro

Reviews

4.7 rating at LinkedIn Learning based on 931 ratings

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