INTEGRATED MARKETING COMMUNICATIONS
Observational quantification, experiential collective self-organization, and developing individual contribution into holistic system outcomes with organic search marketing, paid search marketing, email marketing, site experience, social media, direct mail, radio advertising, television advertising, affiliate marketing, content marketing, and endorsement marketing.
I received a best in ecommerce award for highest conversion rate while I was managing Shari's Berries marketing. Liberty Media Company later sold Shari's Berries to FTD and used the proceeds to purchase Formula One racing.
My research interests intersect brand and performance marketing through integrated marketing communications.
In my Integrated Marketing Communications lecture and publication, I set standards to identify key strategic positions and trajectories relative to important distribution channels including paid search marketing, organic search marketing, and email marketing. It covers essential strategic position illuminating kpi’s that business managers can experience to find their current positions and trajectories, strategies to richly develop each channel to their potential, and methods to disseminate information in concurrent teams and across organizations. This presentation is a summation of the five lectures I’ve presented at the UC San Diego Extension SEO Marketing class with Alan Bush.
There are components of lean that have been adapted for marketing relevancy. I’ve been a senior marketing consultant for a leading lean consulting firm (Gemba Academy), were I helped develop marketing channels aimed at reaching personal of the largest 15% of businesses (Apple, Amazon, AirBNB, etc). Into my lectures, teachings, writings and webinars, I’ve used lean as a behavior methodology to focused on principals of kaizen continuous development, gemba first person observation, jidoka smart automation, and obeya cross organizational mission control systems.
At a digital marketing agency that is one of the largest 15% of company’s (rated by the total number of website backlinks), as a VP I was the executive producer for remote webinar training events in partnership with companies such as Google, SEM Rush, and TrustPilot. These events trained marketers to develop the skills and behaviors that lead to component and collective performance:
- How to Do Email Marketing in 2020
- Paid Search Marketing in 2021
- The Right SEO Plan, Establish Expertise, Authoritativeness, and Trustworthiness
- Conversion Rate Optimization Strategies
- Age of Assistance with Google
- Essential Business Reputation Management with TrustPilot
- Automated Email Success
- Split Testing Ethos
As the chief marketing manager at Shari’s Berries under Liberty Media Company my research into search centric multi channel marketing development yielded a place for me to present at a Liberty Media Company executive retreat with other marketing leaders from QVC, ProFlowers, Backcountry Store, Starz Entertainment, The Atlanta Braves, and BodyBuilding.com in Park City, Utah.
In 2008, as the steward of Shari’s Berries marketing, I was awarded a best of industry eCommerce award for conversion rate from Marketlive (now Kibo).
At the turning of the tide from the dot com crash reorganization in the early 2000’s, my paid search marketing paper, commissioned by my employer, a search engine that gained over 70% reach of the total internet, set the standard for paid brand to consumer introduction with qualified keyword personalization. A senior executive team member recalled to me later that they handed it out in nearly every new investor, partner, and major advertiser.
In the early 1990’s at the University of Colorado Boulder, I was a student of English Professor Ruben Rabbinvich who published a new method of quantifying intent through research using punch-card derived search algorithms that quantified descriptive phrase frequency in works of literature and facilitated them with methods to calibrate understanding.
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Introduction
My studies of punch-card driven search algorithms in the early 1990's, looking at term frequency to study works of literature opened the door to search term analytics that I applied at a large search engine in San Francisco.
Search Marketing Application
The Paid Search Marketing Operation and Style Guide was commissioned by LookSmart to commission their standards into the industry.
Omnichannel Marketing Development
Consumer relationships stemming from qualified search engine results engagements can enter into longterm, often lifetime relationships. Relationships from search frequently branch into concurrent relationships through direct mail, partner networks, social media, SMS, email, and phone.
Allow me to be succinct on how these insights can help direct you to digital marketing success, based on self evident observation. Watch the masterclass to see.
My research interests intersect brand and performance marketing through integrated marketing communications