Integrated marketing in seven easy steps

Share this article:
Anthony Stagg, senior database strategy manager, Rauxa
Anthony Stagg, senior database strategy manager, Rauxa

Integrated marketing requires realignment throughout a marketing organization, and a systematic shift in strategies from a product orientation to a customer focus. Help your company reach this goal by taking the following steps:

1.   Establish strategic goals and define financial projections by product line or service. Then choose which direct and indirect sales channels to employ to reach your goals.

2.   Catalog all offline and online data for customers, prospects and leads. Document that across all prospect, lead and customer touchpoints.

3.   Assess data capture and data management. Include data architecture and processes across channels. Perform gap analysis of data capture and management capabilities.

4.   Address the gap analysis findings and categorize challenges. Then draft sales and marketing plans detailing customer selection, acquisition, retention and growth initiatives. Map out and prioritize tactics. Integrate findings into a plan with detailed steps, responsibilities, budgets and timing.

5.   Plan and initiate testing of marketing scenarios. For example, “Can I improve conversion by testing different offers on a campaign-specific landing page?” Define test quantities for statistical validity, and apply traditional direct marketing parameters.

6.   Tie your testing results back to the bottom line. Define the metrics to assess performance for both offline and online media. Then identify any gaps between existing and desired measurement. Create a plan with detailed steps, budgets and timing.

7.   Prepare budget, revenue and ROI projections. Refer back to strategic goals and consolidate budget requirements. Factor in contingencies based on test results.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

Redefining the High-Value Customer

Redefining the High-Value Customer

Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.

18 People in Marketing You May Not Know...but Should

18 People in Marketing You May Not Know...but ...

Not all influencers are well-known; that doesn't make their impact any less potent.

Brands Call Foul on Donald Sterling

Brands Call Foul on Donald Sterling

Following the revelation of LA Clipper owner Donald Sterling's offensive remarks, team sponsors pull out faster than you can say, 'Open mouth, insert foot.'