Integrated Marketing combines the various marketing initiatives into a comprehensive business program that maximize the different types of marketing touches. Omni-channel retailing or business strategy is the next evolution in integrated contact strategies that add an integrated user experience.
As a marketer, I have created integrated contact strategies to maximize the Return on Investment & channel mix. I have also created a seamless and integrated customer experience between outbound marketing channels, social media, in store or business experience and web site experience including sales funnel optimization that produces higher conversion rates and more profitable sales.
Contact Strategy (touches)
Touch new customers at a national retailer across direct mail, catalogs, email, voice mail broadcasts and personalized shoppers to create more core customers and leverage ‘additions’ to the database resulting in more new cardholders buying more. And integrate this with your customer experience – making it seamless when talking with your customer. Notice the word – talking with, or listening to the customer – not just talking to them.
Developed & executed new touch points at a large Telco creating incremental touches (adding a direct mail & email touch to an existing telemarketing & direct mail channel) resulting in incremental revenue which met cost per acquisition goals
Developed & executed new touch points for education publishing company adding non-invasive touches which improved results (integrated their automated transactional emails, with triggered emails and promotional emails along with direct mail and outbound sales calls) driving an exponential growth in book sales
Integrated Contact Strategies can incorporate many different marketing touch points such as:
- Call Center
- Customer Relationship Management
- Database Marketing
- Direct Mail
- Direct Sales
- Direct Response Television (DRTV)
- Drip Marketing
- Email Marketing
- Event Marketing
- Mobile Marketing
- Outbound Telemarketing
- Permission Marketing
- Premium Marketing
- Relationship Marketing
- Sales Funnel Optimization
- Social Marketing
- Test Driven Marketing
- Triggered Marketing
- Voice Mail Marketing
- Word of Mouth Marketing
The concept is to maximize your marketing ‘touches’ across all customer contact points so you drive a customer to purchase, re-purchase, renew and refer a friend. Also, to stop over ‘touching’ your best customers and drive them away from a particular channel. You want to find the channel that they respond to most and use it appropriately for that customer.
The OMNI-CHANNEL approach goes beyond just the integration of the marketing touches and contacts and completes it with the customer experience. Imagine web browsing on your laptop then going to the mall and interacting with social media and checking it at various stores, and finally purchasing at home, at the store, on your phone or tablet or even with a customer service rep over the phone. The ‘specials’ and offers that you see stay with you cross all the channels, and the customer sales are attributed to the combination of channels & touches, not just the first or last touch like some companies do.
Your customers are more knowledgeable and are also more likely to stay with you when you can service them across so many channels. Add to that a loyalty program that treats your marquis customers with special treats. See your sales grow.