by Jim Lenskold
As integration across the complex mix of multi-channel marketing improves, the increase in marketing effectiveness and efficiency greatly improve ROI. After all, the collective impact of those multiply contacts is needed to drive customer purchase decisions. However, the significant benefits from tightly integrated marketing require addressing the operational and culture challenges inherent in organizations that plan and execute marketing in silos.
The CMO Guide to High Performance Integrated Marketing is the third white paper in our Marketing Profitability Management series. You’ll learn how integration advances through three levels, starting with basic “cohesive” marketing, progressing to a “cumulative” level of integration and ultimately achieving “customer relationship integration.” This paper outlines how to improve integration through targeting, messaging, marketing mix, and engagement at each of these three levels. The 5-step process helps to address strategic development, operational issues such as aggregating data, and processes that help overcome the cultural barriers.
As with the other white papers in this series, we outline the priorities for CMOs to achieve success and include a “quick tips” checklist for easy reference.