Cover Story: Big Ideas …
David Williams, chairman and CEO, Merkle
Martha Rogers, founding partner, Rogers & Peppers Group
Larry Ponemon, chairman and founder, Ponemon Institute
Eric Schmitt, executive vie president, Allant Group
Nick Moore, executive vice president and chief creative office, Wunderman
D. Reed Freeman Jr., partner, Morrison & Foerster
Rick Erwin, president, data services, Experian Marketing Services
It’s as if marketing experts have been fooling around in the chemistry lab, mixing up potions to try to figure out what strategies will work best. And it seems as though they’ve discovered the future: integrated, customer- centric marketing.
Tracking back to figure out what these experts did practically involves a flowchart of the process. But, they insist, the procedure is quite repeatable, and good ingredient blending does consistently boil down to a result of integrated marketing with strong, lifelong customers at the center—who ideally are even involved in the process.
The experiment sounds simple enough. Start with direct marketing the way it is today, then add in customer centricity and creative ideas. Using the catalyst of privacy, heat up the mix and stir in some continuing conversation between businesses and customers. What should be taking shape about now is the beginning of customer insight, which can solidify into research ranging from behavioral to demographic to attitudinal—even to psychographic. But marketers have to keep the process going, so analytics professionals need to come and advise on how best to form the bubbling mixture into a cohesive strategy.
Still yet, this newly formed integrated marketing strategy must cool off and be absorbed into the company infrastructure. At the same time, up-and-coming marketers who’ve observed the nascent process can come in and help improve it. And so the process begins anew.
Big Idea: Integrated Customer Marketing
Many direct marketers understand that they must integrate channels to succeed today. And many within that group comprehend that they have to integrate disciplines, as well, such as pulling skills from or working with people in public relations, finance and so forth. This expert calls on them to do much more.
“If you look at what my definition of integrated marketing would be, I think it’s really important right now to put the word customer into that statement,” says David Williams, chairman and CEO of Columbia, Md.-based Merkle, a “customer relationship marketing agency” per its September rebranding announcement. “I think integrated marketing is a marcom strategy, not a business strategy …