Saying that integrating multiple channels and platforms can be complex is an understatement. But are we missing the forest for the trees? Sometimes the enablers of the integrated marketing strategy can be more critical to your success than the strategy elements themselves.
Consider our list of enablers for marketing strategies we use with clients:
A customer’s experience … creates the best marketing. It gives your customers something good to talk about. Ways to improve your customer experience needs to be a plank in your strategy.
Customer conversations … are the basis of word of mouth marketing, your most important strategy element.
Marketing strategy … needs to be about service and value not product and price. You don’t want to be a commodity … ever, so keep your eye on value discrimination and service.
Customer relationships … are the backbone of building trust. Customer trust is the most important reason a customer selects a business. What are the ways you are attempting to build customer trust?
Selling … is not a priority, but marketing is. As Peter Drucker stated … the aim of marketing is to understand the customer so well the product or service fits him and sells itself.
Advocates … are your best promotion method. Use them to spread your messages and lead the conversations among customers.
Customer retention … is much cheaper than acquisition. Spend your maximum time and money on retaining the best existing customers.
All customers … are not equal. Know who your best customers are and put most of attention on them.
Your expertise … is one of your greatest values. Share it freely with customers to help them make wise decisions.
Acts of kindness … are most often remembered. Surprise customers whenever you can.
As a marketer you need to manage this communication and be responsible for each ‘moment of truth’ in your integrated marketing strategy. But don’t put all your time into thinking strategy … spend time before strategy thinking about your strategy enablers. The enablers will help you derive better strategy.
Please share a brand building story or two with us from your experience vault.
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