Integrated Marketing Success

Is your team stretched by the rise in marketing communication channels and a shrinking budget?

There are now more ways than ever before to engage and communicate with your customers, and they expect more from your brand in exchange for their dollars and loyalty.

Put your customer at the heart of your marketing strategy to maximise every interaction opportunity and increase ROI. Try these five key focus areas for achieving integrated marketing success:

1. Big picture commitment

Integrated, omnichannel marketing needs executive stewardship: integrating multiple consumer touch-points requires foundation-rattling change across the entire organisation. Not just marketing but IT, customer service, sales, operations and product development.

2. Processes and success measures

Put in place the structures, practices, policies and tactics necessary to develop and sustain an integrated program. Embrace new data-driven metrics into organisational processes to ensure marketing communications are measureable and deliver the results you want.

3. Real-time customer insights

Create customer personas that are based on behaviour and preferences. Use these personas to create tailored, relevant and timely communications that are delivered across any channel and in real-time.

4. Flexible technology

To combat the issues that arise from using disparate data sources, use a single platform to capture data from multiple touch-points and create, execute, manage and monitor integrated marketing campaign initiatives. Over time, this platform can be used to deliver campaigns across the most effective channels.

5. Harnessing data and analytics

In the era of big data, the ability to capture, store, process and access accurate consumer data from multiple touch-points is increasingly important. Being able to make sense of customer data will enhance the decision-making of marketers.

To engage your customers, integrate communications seamlessly across numerous channels. While the channel is of great importance, content and measurement remain key. By adopting a customer centric view and putting your customer needs at the heart of your campaigns, you will be able to determine which activities are generating the desired response. Armed with this knowledge, you can develop highly effective, tailored content that speaks directly to your customer.

To effectively integrate channels, strive for a deeper understanding of how your customer wants to be reached and in which channel they are most likely to respond with your brand in their path to purchase.

Experian’s 2014 Digital Insights Report found marketers linked the following channels with particular objectives:

  • Online display advertising was identified as the best channel for ‘greeting’ the customer or building brand awareness (46 per cent).
  • Email marketing was identified as the best for ‘closing’ or generating interest and foot traffic (49 per cent).
  • Finally, the website was identified as the best channel through which to generate a sale (42 per cent).

This highlights the growing importance of linking online platforms with the overall offline customer experience in order to seamlessly integrate the path to purchase.

MAXEMUS combines thought leadership in customer acquisition and marketing services with data insights to bring deeper customer interactions to life.

If you would like to improve your marketing results in 2015, talk to us. We’d love to help.

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