VIEWS: 4 PAGES: 2 CATEGORY: Business & Economics POSTED ON: 6/13/2010
A: Integrated customer marketing is about optimizing and maximizing customer behavior over time through the management of targeted customer interactions across sales, marketing and service departments. Trends such as the movement toward customer-centricity, the growing demand for accountability and the digitization of media are all impacting companies' desire and ability to be more integrated.
www.dmnews.com | May 4, 2009 | DMNEWS | 9 SPOTLIGHT Come together, right now Merkle CEO Williams you have the customer who buys a lot David Williams but calls to ask a lot of questions being is full of ideas for ﬁrms valued one way by the marketing depart- Job: President and CEO, Merkle Time with Merkle: Twenty years that want to integrate ment and another way by the call center. First job: Stock broker Nike, DirectTV, Geico and Dell are doing Currently reading: House of Cards: A Tale their marketing things behind the scenes to understand of Hubris and Wretched Excess on Wall Street, By Chantal Todé their customers’ likes and dislikes. ● by William D. Cohan Q: What is integrated customer market- ing, and why is it important? A: Integrated customer marketing is about optimizing and maximizing customer behavior over time through the manage- An Invaluable Investment Guaranteed to PAYOFF ment of targeted customer interactions across sales, marketing and service departments. Trends such as the move- ment toward customer-centricity, the growing demand for accountability and the digitization of media are all impacting companies’ desire and ability to be more integrated. However, while it is rare for a company today to say, “I don’t believe in customer centricity,” many don’t fully understand what it involves or believe they are able to undertake such a strategy. Q: So, integrated customer marketing isn’t widely practiced? A: We have some new research coming out with Forrester that looks at why the marketing industry has been talking about integrated marketing for 20 years, and yet almost 90% of VPs of marketing and CMOs say they are not good integrated marketers. This is because it’s hard to understand how millions of customers behave with a brand on any given day. Making integration even more complex is the complicated way in which many companies are organized. postal 450,000+ | email 115,000+ Q: What needs to happen for integrated CFO magazine aggregates a pure audience of customer marketing to become more senior financial executives, ensuring that your widely practiced? A: Many organizations still need to transi- message reaches top decision makers. Today's tion from a campaign-focused approach
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