It's No Game: Integrated Marketing
In real life, integrated marketing helps put customers in control of the wheel, so that their actions and preferences drive which messages they receive, when and via which channels.
Consumers interact with brands in many ways
- Customers today interact with brands via multiple channels, often simultaneously. For marketers, the fundamental business imperative is to make the customer experience truly seamless and highly relevant across a growing spectrum
of channels: 1) Email - 3.1 billion registered email accounts in 2011, expected to grow by another 1 billion by 2015; 2) Facebook - 901 million monthly active users, would be the third largest country; 3) Apps - 1 million and counting;
4) Twitter - 500 million users; 5) Mobile - 4 billion mobile phones worldwide, 1.08 billion are smartphones, 3.05 billion are SMS-enabled.
- Which of the following have you done in the past three months?: 1) registered for a promotion or entered in a sweepstakes on a company or brand website - 40%; 2) Read an email advertising or promotional newsletter from a
company or brand - 27%; 3) Became a fan of a company or brand on a social networking site - 33%; 4) Clicked on a company or brand listing on a search results page - 30%; 5) Downloaded content from a company or brand website
(e.g., coupons, product information) - 28%; 6) Clicked on an advertisement on a website or search results page - 26%; 7) Watched a video produced by a company or brand - 23%; 8) Played an online game sponsored or created by a
company or brand - 15%; 9) Posted feedback on a company's website - 15%; 10) Read a blog written by a company or brand - 11%; 11) Posted feedback on a company's profile on a social networking site - 10%; 12) Participated in
online forums or discussion groups sponsored by a company or brand - 10%; 13) Followed a company or brand on Twitter - 7%; 14) Stated your opinion about the products you use in your blog - 7%; 15) Put a video or image from
a company or brand website on my social networking profile (e.g., Facebook) - 5%; 16) Commented on a blog written by a company - 4%.
Multiple ways to shop
- The need for seamless customer experiences is underscored by the fact that most US consumers plan to shop by combining online, brick-and-mortar and mobile channels.
- Methods US online shoppers plan to use to shop in 2012: 1) Mostly in brick-and-mortar - 12%; 2) Primarily from a mobile device - 1; 3) Mostly online - 42%; 3) Combine online, brick-and-mortar and mobile shopping - 45%.
- Because integrated marketing should ultimately facilitate seamless, cross-channel dialogues, many brands have begun using the term conversational marketing.
- Recognizing the limitations of traditional push marketing, conversational marketing puts the customer at the center of the relationship, and orchestrates timely, 1-to-1 messages driven by their needs, interests, and behavior: 1) Joe (new
customer), Sally (existing customer); 2) Joe visits the brand's website, looking for product information. Based on the pages he browses, Joe starts to receive targeted offers; 3) Sally sees an ad in a magazine with a QR code. She scans
it and is invited to download the brand's new mobile app; 3) WALLS - SILOS (organizational, data, channel, etc.) are a roadblock to delivering seamless, relevant customer experiences. Brands must tear down the walls and put the
customer at the center of the relationship; 4) Although he doesn't make a purchase, Joe completes a form to receive special offers via email. He receives an offer for a product that interest him; 5) 360-degree customer view to truly
understand customer interests, needs, and behavior in order to drive relevant messages; 6) Upon downloading the app, Sally is prompted to register. At that point, the brand recognizes she's an existing customer, matching this new
channel with her existing record; 7) Joe returns to the website and redeems his offer, purchasing the product; 8) Central offer and personalization engine to seamlessly push the best offer/content for each individual, independent of
channel; 9) A week later. Sally checks in at her local coffee shop using Facebook places. She receives a push notification via the app, informing her of a sale at the brand's local store; 10) Automation. To effectively scale 1:1 dialogues
across millions of customers and interactions, as well as multiple channels; 11) Upon completing the transaction, he receives an order confirmation email, which includes an offer for free shipping on his next purchase; 12) Sally visits
the store and makes a purchase. A few days later, she receives an email inviting her to post a product review, with links to share her feedback via social media; 13) Finish! Integrated marketing creates happy customers and happy
- "The loyalty-based revenue benefits for a firm going from a below-industry average CXi score to an above-average score ranged from $31 million for retailers to $1.4 billion for hotels" - Forrester.
- "Marketing organizations that utilize inbound and event-triggered techniques will see a 600% higher response rate, compared with traditional outbound campaigns" - Gartner.
- "Companies that implement and execute integrated marketing management, IMM will achieve a 50% higher ROMI" - Gartner.
Sources: Forrester; Gartner.