Integrated marketing in seven easy steps

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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.

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