As I’ve already mentioned in my last post “Multi-channel Marketing Integration is a Vital Start But How Do You Actually Get There? Part 1″, knowing what to do is a start but if you are a small to medium business, or a small department in a large company, with limited staff or technology, how do you implement what could be a complex eco-system?
Again, Here’s the pitch:
“From search to social, customers are interacting with your brand across a variety of channels, most likely created by many different people, in many different departments. However, chances are your customer thinks of your brand as just one entity, purchasing across channels, oblivious to your internal structure and processes. Providing a consistent message and customer experience is critical, so savvy marketers are optimizing campaigns through automated marketing programs and integrated data strategies.”
Let’s talk about the impact of brand, message and the customer’s perception:
Providing a consistent message and customer experience is critical… Let me ask you something: how consistent is your messaging? What about your brand, even down to company logos? How often does your ecommerce side send out messages at the same time as your direct business? I’ve been in multi-billion dollar companies where departments send not only different messages but competing price offers or other deals in the same period! If you are a small or mid-sized company this probably doesn’t happen (often) but regardless of size if you have more than one line of business it can and will.
The key here is customer experience! And message consistency flows from that once the first is accomplished. There is a brand umbrella here, folks, and you can all fit under it. One way to accomplish consistency is simply using the brand logo and tagline in every communication. No doubt the offers will vary, but leave no doubt in the mind of your consumer that you are One Company.
Do you agree? or disagree? Leave a comment if you like.
Ann McCartan, DBMCatalyst