Similarly, most companies integrate around the channel rather than the customer. This approach fails to reap results because it disregards the end user and end goal: a sale. Marketers should first integrate their efforts with the customer in mind, then consider the channel.
Every year, marketers waste millions of dollars on unnecessary postage and online ads that never see returns. Truly integrated campaigns lead to increased revenue, greater customer retention and, most importantly, a bigger return on investment. The push and pull aspects of integrated marketing are equally important and must be combined to create a long-term, adaptable plan that can be refined based on initiatives that have either worked or proven unsuccessful.
These initiatives require careful preparation. Just because a marketer believes it has identified the correct channels to execute both push and pull messages doesn't mean it won't encounter unforeseen issues when it comes to data.
The Importance of Data
Does a message really matter if the correct customer never receives it? A rich database full of customer demographic data, insights, contextual data and relational data is the heart of an effective integrated campaign. Databases are the foundation, and are just as important as the right message or channel.
More often than not, marketers run into five common mistakes when it comes to integrated marketing. Fortunately, these five mistakes can be avoided by staying a step ahead of the game and enlisting the help of a few powerful marketing tools.
1. Don't Ignore the Power of Postal
Email may seem like the simplest and most cost-effective way to reach customers, but ignoring postal could lead to an even costlier outcome. When it comes to email contacts, there is a good chance you are missing out on a majority of your target profiles, or in most cases have tons of bounce back from outdated addresses. By solely relying on email marketing, marketers miss out on the full extent of their potential reach.