Much is being written lately about a new integrated marketing approach. Conventional ideas about what integrated marketing is are quickly giving way to a new perspective that focuses on the customer. I think all businesses can learn immensely from this development. Don Peppers explains his new definition:
“Today, integrated marketing must involve not just integrating your own messages and communications, but integrating your customer more directly into the marketing, sales, and service processes themselves. . . . Integrated marketing incorporates an individual customer’s own perspective into all customer-facing functions at a company, including marketing, sales, and service.”
Integrated marketing has always been intrinsically strong purely based on the premise it aligns all communication channels to convey the same message. The resulting message consistency causes the result to be greater than the sum of its parts.
What strikes me as significant about Peppers’ approach is customer centricity. Social media, mobile devices, technology, and the 21st century consumer have created an entirely new breed of customer. That is precisely what now opens the door to a higher level of customer engagement, and that is where integrated marketing takes a quantum leap.
Smart businesses will wisely surf this wave. The opportunities have never been greater.