Comments on: How [poorly] integrated marketing impacts experience http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/ Elana Anderson's musings, ideas, and -- sometimes -- random thoughts about data-driven marketing. Mon, 30 Jan 2012 16:04:26 +0000 hourly 1 http://wordpress.com/ By: Marketing Productivity Blog » Blog Archive » Push, then Pull http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-138 Thu, 24 Apr 2008 16:54:59 +0000 http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-138 [...] For those of you with Brand as your current primary focus, it should be easy to make the argument about why this integration matters and why you should be in charge of it.   If you don’t do something about really integrating all the customer facing disciplines, examples abound of the Brand damage that can occur.  [...]

]]> By: Elana Anderson http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-58 Tue, 11 Dec 2007 21:34:39 +0000 http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-58 Hi Phil – Thanks for tuning in and thanks for your comments. Your observation about focusing n the promise and failing on the delivery is right on. Please feel free to use the example in your workshops and acknowledge the source. Anything to drive more readership and conversation!

]]> By: Phil Darby http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-53 Tue, 11 Dec 2007 10:33:56 +0000 http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-53 I too think this is a great example of integration in action … or not. And its reassuring for me personally to read what you say, becase it makes me feel as though I’m not alone in how I see it. I’m getting rather concerned about the absense among marketing “advisors”, of any real grasp of what “integration” means.

It seems all to common for clients and marketing services firms alike to belive that “integration” means getting all your marketing services from one place (which to me is the antiquated baloney of the one-stop shop). Surely its simple. Integration is about the synergy achieved when the brand experience is the same at all touch-points – that’s what you say and what you do. One problem I am seeing is that orgaisations really don’t know where their touch-points are. In your Sony scenario you highlighted the expectations that you had of the brand as a result of your exposure to their “promise” via one set of touch-points (marcoms) and contrasted that with a dual-personality encountered at the point of “delivery” (experience).

Most organisations focus their time and money on making the promise and fail when it comes to delivery, which is inefficient to say the least. Just one reason why – It may cost ten tmes as much to sell to a customer for the first time as it does to sell again to an existing customer, but once you have dissappointed a customer by failing to deliver your promise it will probably cost you a hundred times as much to entice them back to your brand community.

Ultimately, there’s only one difference between a successful organisation and an unsuccessful one and that’s efficiency, (http://thefullblog.typepad.com) and this is a perfect example of inefficiency caused by brand inconsistency. A strong brand is consistent and therefore drives efficiency

Big subject, nice example. May I use it in my workshops and seminars too?

]]> By: Elana Anderson http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-29 Thu, 08 Nov 2007 14:53:23 +0000 http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-29 Eric – Thanks for your comment and also thanks for using the example in your speech! As for the organizations coming together, I think we agree that the integration probably should have happened years ago and I hope you are right that integration is accelerating. I’ve been jaded by some of my prior overly aggressive predictions about this… Overall, I believe it will happen in some industries much more quickly than others — the walls of those organizational silos are very think in some firms and it will take a truly strong leader (CMO) to break down the barriers.

]]> By: eric schmitt http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-24 Mon, 29 Oct 2007 00:46:25 +0000 http://nxteramarketing.com/2007/10/23/how-poorly-integrated-marketing-impacts-experience/#comment-24 Absolutely great example – thanks for sharing!

It is breathtaking that it is 2007, and major companies like Sony can’t get something this simple right.

The sad thing is, way too many companies can’t pull something like this off. If they do any Left Brain online-offline marketing integration at all, it is usually a one-off agency-style program.

At least a few firms are starting to wake up though – I see real interest (finally!) in this in the marketplace. Typical requirements are multi-channel campaign measurement, performance reporting, and response/order attribution.

The eMarketing and traditional direct organizational silos are finally starting to come together – I think we will see this accelerate in the next 36 months.

]]>