Today’s marketer has the challenge (or opportunity) of reaching their customers through what can seem like an infinite number of marketing channels. To quote Spiderman, “With great power, comes great responsibility.” Marketers need to put the customer in the driver’s seat, allowing them to choose how and when they wish to receive relevant information and/or make purchases. It is the marketer’s responsibility to leverage all this available data about customers and prospects to communicate with them through these preferred channels in a manner that’s both consistent and highly personalized. This infographic highlights some impressive integrated marketing statistics, showcasing the channels most commonly used and how customers are interacting with brands through these channels.

1. IT’S NO GAME
INTEGRATED MARKETING
In real life, integrated marketing helps put customers in control of the
wheel, so that their actions and preferences drive which messages
they receive, when and via which channels.
CONSUMERS INTERACT WITH BRANDS IN MANY WAYS
CUSTOMERS TODAY INTERACT WITH BRANDS VIA MULTIPLE CHANNELS, OFTEN SIMULTANEOUSLY.
FOR MARKETERS, THE FUNDAMENTAL BUSINESS IMPERATIVE IS TO MAKE THE CUSTOMER EXPERIENCE TRULY SEAMLESS
AND HIGHLY RELEVANT ACROSS A GROWING SPECTRUM OF CHANNELS.
Apps
Facebook
1 MILLION AND Twitter
901 500
COUNTING
Email Mobile
3.1 4
MILLION MILLION USERS BILLION
monthly active users; MOBILE
would be the third PHONES
largest country
BILLION WORLDWIDE,
registered email 1.08
accounts in 2011; BILLION
expected to grow by ARE SMARTPHONES
another 1 billion by
2015 3.05
BILLION
ARE
SMS-ENABLED
WHICH OF THE FOLLOWING HAVE YOU DONE IN THE PAST THREE MONTHS?*
Registered for a promotion or entered in a sweepstakes on a company or brand website 40%
Read an email advertisement or promotional newsletter from a company or brand 37%
Became a fan of a company or brand on a social networking site 33%
Clicked on a company or brand listing on a search results page 30%
Downloaded content from a company or brand website (e.g., coupons, product information) 28%
Clicked on an advertisement on a website or search results page 26%
Watched a video produced by a company or brand 23%
Played an online game sponsored or created by a company or brand 15%
Posted feedback on a company’s website 15%
Read a blog written by a company or brand 11%
Posted feedback on a company’s profile on a social networking site 10%
Participated in online forums or discussion groups sponsored by a company or brand 10%
Followed a company or brand on Twitter 9%
Stated your opinion about the products you use in your blog 7%
Put a video or image from a company or brand website on my social networking profile (e.g., Facebook) 5%
Commented on a blog written by a company 4%
* Forrester survey
MULTIPLE WAYS TO SHOP
THE NEED FOR SEAMLESS CUSTOMER EXPERIENCES IS UNDERSCORED BY THE FACT THAT MOST U.S. CONSUMERS PLAN TO SHOP
BY COMBINING ONLINE, BRICK-AND-MORTAR AND MOBILE CHANNELS.
Methods U.S. Online Shoppers Plan to Use to Shop in 2012
Combine online,
42% Mostly online 45% brick-and-mortar
and mobile shopping
12%
Mostly in
1% Primarly
brick-and-mortar from a
stores mobile device
CONVERSATIONAL MARKETING
BECAUSE INTEGRATED MARKETING SHOULD ULTIMATELY FACILITATE SEAMLESS, CROSS-CHANNEL DIALOGUES, MANY BRANDS HAVE BEGUN
USING THE TERM CONVERSATIONAL MARKETING.
RECOGNIZING THE LIMITATIONS OF TRADITIONAL PUSH MARKETING, CONVERSATIONAL MARKETING PUTS THE CUSTOMER AT THE CENTER
OF THE RELATIONSHIP, AND ORCHESTRATES TIMELY, 1-TO-1 MESSAGES DRIVEN BY THEIR NEEDS, INTERESTS, AND BEHAVIOR.
Joe
(NEW CUSTOMER)
Joe visits the brand’s website,
looking for product information.
Sally Based on the pages he browses, Joe
(EXISTING CUSTOMER) starts to receive targeted offers.
Sally sees an ad in a
magazine with a QR code.
She scans it and is invited
to download the brand’s
new mobile app.
Although he doesn’t make WALLS – SILOS (organizational, data, channel,
a purchase, Joe completes a form to etc.) are a roadblock to delivering seamless,
receive special offers via email. relevant customer experiences.
He receives an offer for a product Brands must tear down the walls and put the
that interests him. customer at the center of the relationship.
360-DEGREE
CUSTOMER VIEW
To truly understand
customer interests, needs,
and behavior in order to
drive relevant messages.
Joe returns to the website
and redeems his offer,
Upon downloading the app, Sally is purchasing the product.
prompted to register. At that point,
the brand recognizes she’s an
existing customer, matching this new
channel with her existing record.
CENTRAL OFFER AND
PERSONALIZATION ENGINE
To seamlessly push the
best offer/content for each
individual, independent
of channel.
A week later, Sally checks in at her
local coffee shop using Facebook
AUTOMATION places. She receives a push
To effectively scale 1:1 notification via the app, informing
dialogues across millions of her of a sale at the brand’s local store.
customers and interactions, as
well as multiple channels.
Upon completing the
transaction, he receives
an order confirmation
SH!
email, which includes an
FINI
offer for free shipping on
his next purchase.
INTEGRATED MARKETING CREATES
Sally visits the store and makes a
purchase. A few days later, she
HAPPY CUSTOMERS AND HAPPY
receives an email inviting her to BRANDS
post a product review, with links to
share her feedback via social media.
The loyalty-based revenue Marketing organizations that
Companies that implement
benefits for a firm going from a utilize inbound and
and execute [integrated
below-industry average CXi score event-triggered techniques will
marketing management]
to an above-average score ranged see a 600% higher response rate,
IMM will achieve a 50%
from $31 million for retailers to compared with traditional
higher ROMI.
$1.4 billion for hotels. outbound campaigns.
SOURCES: •Forrester •Gartner