Stories That Teach Life Lessons

Incorporated Marketing Strategies – What, Precisely why, How?


What different systems do you use to manage your customer’s romantic relationships as a business?

Recently I was involved in some sort of consulting opportunity with a firm that used Microsoft Prospect for managing contacts; among the no concrete system to deal with customer notes, interactions, or any other pieces of vital data that can be used for targeted promoting initiatives. When I probed further, I discovered that discipline agents capture notes applying MS Word, and all these documents are saved about individual machines at the end-user level. In other words, if John and Mary are generally dealing with the same customer, a single doesn’t know what the other has become talking about.

Worse still, their financial system had no relation to their already disparate lens management system (what system! ). Now, from my expertise in the Small to Medium market place this is not an isolated event – lack of appropriate methods to manage customer data could be the beginning of digging on your own into a hole you find difficult to get out of very easily.

You see, without the right information about customers, you cannot make the correct decisions about how to keep these people and win more of these people’s customers.

Marketing, by far, is considered the most important and unnoticed area in a business. Advertising is not just about winning new clients but also about keeping current ones.

You may have heard this particular before – “It is nearly 85% cheaper to generate much more revenue from an existing client than to acquire a brand new one” – I don’t know who else said it, but it can be true. I have experienced this particular statistic in our business and many more like us – which means this statement is very true. A person with experience will always win over a man with an argument, so please accept this.

Now consider this – The poorly informed marketing division is incapable of launching the right marketing campaigns to attract the right type of customers. The lack of information about clients acquired by the marketing team’s efforts creates a scenario for the Operations team that has no idea how to manage this particular customer. With a lack of customer support, you lose this customer to some competitor. As a result, you are pushed to compromise on your product sales revenue to keep up with your competitors. This has a deadly effect on your bottom line – that leads to the CEO having to generate rash decisions.

Do you observe how this chain reaction began from just one thing — Lack of right information.

This is where integrated advertising comes into the mix. Integrated advertising is a fancy term describing a marketing model driven by information discussed within several business departments.

In other words – info gathered by the field real estate agents during sales pitches, client notes logged by the assistance and ops teams, economic and accounts information extra by the billing team, along with strategic decisions made by typically the executive team – are all used to carry out a marketing method.

However, the concept of integrated promoting goes beyond a mere audit walk of everything there is to understand a customer. Integrated marketing is approximately having the right information along with being able to spot opportunities intended for marketing to your existing buyers to increase revenue per buyer; and then carrying it out using included systems such as email marketing, TXT marketing, social media marketing, blogging, search engine marketing guide, and many other online marketing strategies. A final objective is to have an included system linked over departments to capture information and contains a multi-purpose delivery type – email, SMS, blog site, social media, etc.

Tell me a thing. Which would you choose if you had the choice of increasing dollars/customer/year compared to winning “X” clients each year?

The top and the only way to increase monthly profit per customer should be to market to your existing consumers before you go out looking for fresh ones. Remember the 85% quoted above – Now I’m telling you it works.

Now picture if you can look into a process and pull out all the purchases you have had with a consumer, view all the products or providers sold to this customer, you will have enough notes to understand this specific customer’s business and needs, you also the actual decision-making trends in this business and best of all, because you are usually constantly communicating with this consumer – you are on “top of their mind.” This is a marketer’s dream – To be near the top of the mind of customers.

The internet has greatly changed how buyers make buying decisions: B2C communication was never more direct than nowadays. With the tools available online nowadays, marketing communication can be customized to every customer’s niche needs.

What if you might create dedicated landing web pages catering to a tiny niche in the market (as perceived by the consumer) while maintaining any broader perspective regarding the total solution the company offers?

What happens if you could have specific pages over a blog or social network site that has been communicating specific messages right to your target market on a one-on-one level – targeted, customized, and unique (in its special way)?

What if you had the ability to initiate communication having prospective customers who visit your website using email, depending on the pages many people visited or the products many people viewed?

What if you could use the strength of social media (all the social networks that happen to be categorically hated by typical marketers) to deliver your advertising and marketing message to your target audience, speedier, smarter, and cheaper, along with a guarantee of being read inside of seconds of being posted and a fraction of the price of conventional marketing.

All of the preceding are small examples of bundled marketing – Using several media to communicate precisely the same message, in different ways, by different channels, targeting several user groups, with different valuation propositions but the same results – Customer Buy With.

Marketing, PR, and promotion are changing very quickly. The old rules are no longer employed – The new rules are certainly different. Knowledge is electric power, and execution speed determines who often wins the race – All of this involves intelligent, integrated systems.

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