Integrated Marketing: It’s No Game [Infographic]
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IT’S NO GAME INTEGRATED MARKETING 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. 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. Facebook registered email accounts in 2011; expected to grow by another 1 billion by 2015 Email Mobile 3.1 BILLION WORLDWIDE, 4 BILLION MOBILE PHONES 901 MILLION Twitter 500 MILLION USERS Apps 1 MILLION AND COUNTING 3.05 BILLION 1.08 BILLION ARE SMS-ENABLED ARE SMARTPHONES monthly active users; would be the third largest country 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 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 CONVERSATIONAL MARKETING WHICH OF THE FOLLOWING HAVE YOU DONE IN THE PAST THREE MONTHS?* MULTIPLE WAYS TO SHOP Methods U.S. Online Shoppers Plan to Use to Shop in 2012 42% Mostly online 12% Mostly in brick-and-mortar stores 1% Primarly from a mobile device 45% Combine online, brick-and-mortar and mobile shopping 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) Sally (EXISTING CUSTOMER) Joe visits the brand’s website, looking for product information. Based on the pages he browses, Joe starts to receive targeted offers. 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 interests him. 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. Joe returns to the website and redeems his offer, purchasing the product. Upon completing the transaction, he receives an order confirmation email, which includes an offer for free shipping on his next purchase. 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. 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. 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. 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. AUTOMATION To effectively scale 1:1 dialogues across millions of customers and interactions, as well as multiple channels. 360-DEGREE CUSTOMER VIEW To truly understand customer interests, needs, and behavior in order to drive relevant messages. CENTRAL OFFER AND PERSONALIZATION ENGINE To seamlessly push the best offer/content for each individual, independent of channel. FINISH! INTEGRATED MARKETING CREATES HAPPY CUSTOMERS AND HAPPY BRANDS 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. Marketing organizations that utilize inbound and event-triggered techniques will see a 600% higher response rate, compared with traditional outbound campaigns. Companies that implement and execute [integrated marketing management] IMM will achieve a 50% higher ROMI. SOURCES: •Forrester •Gartner
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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.
Transcript of Integrated Marketing: It’s No Game [Infographic]
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IT’S NO GAMEINTEGRATED MARKETING
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.
THE NEED FOR SEAMLESS CUSTOMER EXPERIENCES IS UNDERSCORED BY THE FACT THAT MOST U.S. CONSUMERS PLAN TO SHOPBY COMBINING ONLINE, BRICK-AND-MORTAR AND MOBILE CHANNELS.
registered email accounts in 2011; expected to grow by another 1 billion by 2015
Email Mobile
3.1BILLION WORLDWIDE,
4BILLIONMOBILEPHONES
901MILLION
500MILLION USERS
Apps
1MILLION ANDCOUNTING
3.05BILLION
1.08BILLION
ARESMS-ENABLED
ARE SMARTPHONES
monthly active users; would be the thirdlargest country
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
In real life, integrated marketing helps put customers in control of thewheel, so that their actions and preferences drive which messages
they receive, when and via which channels.
CONSUMERS INTERACT WITH BRANDS IN MANY WAYS
CONVERSATIONAL MARKETING
WHICH OF THE FOLLOWING HAVE YOU DONE IN THE PAST THREE MONTHS?*
MULTIPLE WAYS TO SHOP
Methods U.S. Online Shoppers Plan to Use to Shop in 2012
42% Mostly online
12%Mostly inbrick-and-mortarstores
1%Primarlyfrom amobile device
45%Combine online,brick-and-mortarand mobile shopping
BECAUSE INTEGRATED MARKETING SHOULD ULTIMATELY FACILITATE SEAMLESS, CROSS-CHANNEL DIALOGUES, MANY BRANDS HAVE BEGUNUSING THE TERM CONVERSATIONAL MARKETING.
RECOGNIZING THE LIMITATIONS OF TRADITIONAL PUSH MARKETING, CONVERSATIONAL MARKETING PUTS THE CUSTOMER AT THE CENTEROF THE RELATIONSHIP, AND ORCHESTRATES TIMELY, 1-TO-1 MESSAGES DRIVEN BY THEIR NEEDS, INTERESTS, AND BEHAVIOR.
Joe(NEW CUSTOMER)
Sally(EXISTING CUSTOMER)
Joe visits the brand’s website,
looking for product information.
Based on the pages he browses, Joe
starts to receive targeted offers.
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 interests him.
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.
Joe returns to the website
and redeems his offer,
purchasing the product.
Upon completing the
transaction, he receives
an order confirmation
email, which includes an
offer for free shipping on
his next purchase.
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.
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.
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.
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.
AUTOMATION
To effectively scale 1:1
dialogues across millions of
customers and interactions, as
well as multiple channels.
360-DEGREE
CUSTOMER VIEW
To truly understand
customer interests, needs,
and behavior in order to
drive relevant messages.
CENTRAL OFFER AND
PERSONALIZATION ENGINE
To seamlessly push the
best offer/content for each
individual, independent
of channel.
FINISH!
INTEGRATED MARKETING CREATES HAPPY CUSTOMERS AND HAPPY
BRANDS
The loyalty-based revenuebenefits 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.
Marketing organizations that utilize inbound and
event-triggered techniques will see a 600% higher response rate,
compared with traditionaloutbound campaigns.
Companies that implementand execute [integrated
marketing management]IMM will achieve a 50%
higher ROMI.
SOURCES: •Forrester •Gartner
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