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Come together, right now

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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.

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									                                                                                                                                                                             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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