The Integrated Marketing Imperative:
Delivering a Consistent Brand Message Across Touchpoints
According to Aberdeen Group,...
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Infographic: The Integrated Marketing Imperative

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According to Aberdeen Group, leading retailers are
endeavoring to align their brands, product offerings, and marketing messages to be able to deliver a uniform customer experience across all channels. According to recent research, the benefits of a multichannel marketing campaign include 2: 1. Better campaign performance: More than 60% of advanced practitioners saw a 10% increase in campaign payback 2. Increased customer satisfaction: Almost 70% of mature marketers report improved CSAT results 3. Shorter sales cycle: Mature marketing teams are 11% more likely to be primary contributors to the sales pipeline and 40% more likely to collaborate with sales, leading to a reduction in the end-to-end sales cycle.

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Infographic: The Integrated Marketing Imperative

  1. 1. The Integrated Marketing Imperative: Delivering a Consistent Brand Message Across Touchpoints According to Aberdeen Group, leading retailers are endeavoring to align their brands, product offerings, and marketing messages to be able to deliver a uniform customer experience across all channels. In fact, 44% of retail leaders consider the development of a multichannel, multi-touch marketing plan as a top strategic action1 . There have been strides forward in omnichannel messaging, with 40% of marketers considering themselves mature in this practice1 . However, there are still shortcomings. Only 25% of marketing decision-makers report having mobile marketing processes that are well integrated within the overall marketing mix2 . Business leaders know that customers expect a seamless experience across multiple touchpoints and 55% of retailers consider this requirement as their biggest pressure to create a robust omnichannel experience1 . Only 40% of organizations have a centralized marketing team, which consolidates all technology and services across channels, products, and corporate groups2 . According to recent research, the benefits of a multichannel marketing campaign include 2 : 1. Better campaign performance: More than 60% of advanced practitioners saw a 10% increase in campaign payback 2. Increased customer satisfaction: Almost 70% of mature marketers report improved CSAT results 3. Shorter sales cycle: Mature marketing teams are 11% more likely to be primary contributors to the sales pipeline and 40% more likely to collaborate with sales, leading to a reduction in the end-to-end sales cycle. To read more, go to: “Unlocking the Revenue from Integrated Marketing” INTEGRATED MARKETING BY CYNTHIA CLARK AND LORRI COSENTINO 1 Aberdeen Group 2 Forrester Research

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