The technology available to marketers today allows them to address their customers with multiple solutions capable of delivering continued personalized services across new channels. By delivering a start-to-finish process from the customer's point of view, marketers can create an integrated marketing campaign by merging the organization's customer-facing processes. This means the Web, mobile apps, call centers, social media and other channels can be used to address one customer at a time.
Google Asia Pacific’s chief marketing officer Simon Kahn says "Humans do multiple things", and with that in mind the many touch points in the market place should be explored to talk to customers. Integration is key, and every available option should be used in order to have a successful marketing campaign.
While many marketers think they have it all figured out, measuring the ROI for traditional outlets such as TV, Radio, print and billboards is not an exact science. At best it is obscure, and direct attribution to a point of sale cannot be measured with any degree of certainty. With so many outlets and messages vying for the same pair of eyes or ears, the chances of messages getting through is getting slimmer because their attention span is becoming increasingly fragmented.
The new outlets on the other hand provide insights with data that can be measured, if all the technology is used properly. The integration of mobile technology is especially important to measure how consumes are engaging a particular marketing campaign, because the results can be seen if not immediately, than very soon after.
Mobile can integrate virtually every touch point, allowing marketers to deliver customized marketing services for long term customer retention. This requires understanding that marketing no longer means bombarding consumers with sale offers. Instead strategies should be adopted based on preferences that have been generated by the customer.
Because consumers can watch TV, listen to radio, access the Web, and interact with social media on their mobile device, it has become the ultimate integrated marketing solution. The key is understanding how it can be used effectively to give the customer what he or she wants when they want it, because it can easily be turned off or blocked.