In the future there will be two kinds of companies; those that are agile and adapt to consumers’ changing media behavior and those that goes out of business (Forrester Research).
We want to create a uniform view of the customer, helping to fuel more genuine, rewarding relationships. The goal is to make the customer’s experience with our brand more cohesive, more accommodating and more enjoyable.
No construction crew starts building a house without a solid set of blueprints. Why should our approach to integrated marketing be any different? Here is a simple frame work to follow when developing a strategy for communication that seamlessly moves from one interactive channel to another.
- Start with the brand promise, what does the brand stand for, what are the unique value props and what do we promise the customer. This will help us delivering the same promise across all channels.
- Get to know the customers, in and out. Where do we find them?
- Pick and be present in the channels most of them are; email, mobile, social such as Twitter and Facebook, wall posts, blogs, video posts.
- Find out who in the organization communicate regularly with the customers; customer support center, sales, marketing, PR? Get a greater communication impact by knowing where the customer touch points our company.
- How you define success drives the strategy. What is success for us? Customer satisfaction, complaints answered, returning customers…
Answer these five questions and we have a good base for developing our communication strategy for the future.
Source: Exact Target
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