Tuesday, February 22, 2005

The Real Objectives of Integrated Marketing

Appear smart, with-it, organized and relevant by presenting one face and one voice to customers and prospects wherever and whenever they intersect or interact with the brand.

Engage customers and prospects comfortably and persuasively in ways, consistent with the brand identity and brand promise, which respects customer choices, preferences and privacy.

Sell more stuff faster to customers and prospects with the highest potential lifetime value and the greatest likelihood to be loyal, referring customers over time.

Make every penny of marketing spend work as hard as possible in every possible way by rigorously benchmarking and monitoring productivity, yield, duplication and ROI.

Reduce and rationalize internal silos by engineering a marketing system where internal resources compliment rather than compete with each other to present the brand as customer-centric, competitive and responsive to the marketplace.


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