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.

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