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Integrated Marketing: It’s No Game [Infographic]


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Today’s marketer has the challenge (or opportunity) of reaching their customers through what can seem like an infinite number of marketing channels. To quote Spiderman, “With great power, comes great responsibility.” Marketers need to put the customer in the driver’s seat, allowing them to choose how and when they wish to receive relevant information and/or make purchases. It is the marketer’s responsibility to leverage all this available data about customers and prospects to communicate with them through these preferred channels in a manner that’s both consistent and highly personalized.

This infographic highlights some impressive integrated marketing statistics, showcasing the channels most commonly used and how customers are interacting with brands through these channels.

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Integrated Marketing: It’s No Game [Infographic]

  1. 1. 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. Apps Facebook 1 MILLION AND Twitter 901 500 COUNTINGEmail Mobile 3.1 4 MILLION MILLION USERS BILLION monthly active users; MOBILE would be the third PHONES largest country BILLION WORLDWIDE,registered email 1.08accounts in 2011; BILLIONexpected to grow by ARE SMARTPHONESanother 1 billion by2015 3.05 BILLION ARE SMS-ENABLED WHICH OF THE FOLLOWING HAVE YOU DONE IN THE PAST THREE MONTHS?* Registered for a promotion or entered in a sweepstakes on a company or brand website 40% Read an email advertisement or promotional newsletter from a company or brand 37% Became a fan of a company or brand on a social networking site 33% Clicked on a company or brand listing on a search results page 30% Downloaded content from a company or brand website (e.g., coupons, product information) 28% Clicked on an advertisement on a website or search results page 26% Watched a video produced by a company or brand 23% Played an online game sponsored or created by a company or brand 15% Posted feedback on a company’s website 15% Read a blog written by a company or brand 11% Posted feedback on a company’s profile on a social networking site 10% Participated in online forums or discussion groups sponsored by a company or brand 10% Followed a company or brand on Twitter 9% Stated your opinion about the products you use in your blog 7% Put a video or image from a company or brand website on my social networking profile (e.g., Facebook) 5% Commented on a blog written by a company 4% * Forrester survey MULTIPLE WAYS TO SHOP THE NEED FOR SEAMLESS CUSTOMER EXPERIENCES IS UNDERSCORED BY THE FACT THAT MOST U.S. CONSUMERS PLAN TO SHOP BY COMBINING ONLINE, BRICK-AND-MORTAR AND MOBILE CHANNELS. Methods U.S. Online Shoppers Plan to Use to Shop in 2012 Combine online, 42% Mostly online 45% brick-and-mortar and mobile shopping 12% Mostly in 1% Primarly brick-and-mortar from a stores mobile device CONVERSATIONAL MARKETING 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. Joe (NEW CUSTOMER) Joe visits the brand’s website, looking for product information. Sally Based on the pages he browses, Joe(EXISTING CUSTOMER) starts to receive targeted offers. 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. Although he doesn’t make WALLS – SILOS (organizational, data, channel, a purchase, Joe completes a form to etc.) are a roadblock to delivering seamless, receive special offers via email. relevant customer experiences. He receives an offer for a product Brands must tear down the walls and put the that interests him. customer at the center of the relationship. 360-DEGREE CUSTOMER VIEW To truly understand customer interests, needs, and behavior in order to drive relevant messages. Joe returns to the website and redeems his offer, Upon downloading the app, Sally is purchasing the product. prompted to register. At that point, the brand recognizes she’s an existing customer, matching this new channel with her existing record. CENTRAL OFFER AND PERSONALIZATION ENGINE To seamlessly push the best offer/content for each individual, independent of channel. A week later, Sally checks in at her local coffee shop using Facebook AUTOMATION places. She receives a push To effectively scale 1:1 notification via the app, informing dialogues across millions of her of a sale at the brand’s local store. customers and interactions, as well as multiple channels. Upon completing the transaction, he receives an order confirmation SH! email, which includes an FINI offer for free shipping on his next purchase. INTEGRATED MARKETING CREATES Sally visits the store and makes a purchase. A few days later, she HAPPY CUSTOMERS AND HAPPY receives an email inviting her to BRANDS post a product review, with links to share her feedback via social media. The loyalty-based revenue Marketing organizations that Companies that implement benefits for a firm going from a utilize inbound and and execute [integrated below-industry average CXi score event-triggered techniques will marketing management]to an above-average score ranged see a 600% higher response rate, IMM will achieve a 50% from $31 million for retailers to compared with traditional higher ROMI. $1.4 billion for hotels. outbound campaigns. SOURCES: •Forrester •Gartner