By M. Isi Eromosele

Fragmented markets, diverse customer needs and eroding brand loyalty are forcing companies to change the way they identify, attract and retain customers.

Marketing, as we know it, is undergoing a dramatic change. One size-fits-all mass marketing is fast disappearing and in its place, organizations are implementing one-to-one Customer Relationship Management (CRM) solutions to personalize and strengthen the companies’ relationships with their customers.

To ensure CRM success, companies should replace product-centric marketing with Integrated Marketing, a customer-focused strategy for integrating multi-channel communications, sales force automation and customer service contacts.

Integrated marketing is an information-driven and technology-enabled approach that utilizes multiple direct communications channels including direct mail, e-mail, sales force and the Internet in combination with multiple indirect channels including media advertising, event-driven marketing and point-of-sales promotions to optimize customer interaction.

Integrated Marketing Implementation

Integrated marketing utilizes a well-coordinated combination of direct and indirect channels to communicate with current and prospective customers.

Indirect communications channels such as media advertising, retail promotions and trade shows are used to produce inquiries and generate sales leads, while direct communications channels such as the Internet, direct mail, e-mail and field sales contacts are used to develop sales and maintain customer dialogue.

The backbone of an effective integrated one-to-one strategy is a closed-loop marketing process which is engineered to ensure that the right message is presented to the right customer, delivered through the right channel and communicated at the right time.

Enabling this process is Enterprise Marketing Automation technology (EMA). Data mining technology is used to identify customers who represent cross sell and up sell opportunities and Campaign Management technology is used to plan, implement, manage and measure marketing campaigns that manage customer interaction through multiple points of contact.

The fuel that drives one-to-one marketing is business intelligence. Customer Analytics provide the insight and intelligence necessary to customize messages, product offers and services according to individual customer needs.

CRM Business Rules provide the business logic and guidelines to personalize the message. These rules define how communications, sales contacts and customer service will be differentiated based on customer needs, purchase behavior, usage practices and relationship life cycle stage.

The ultimate goal of Integrated Marketing is to optimize the performance of the company’s customer portfolio. This requires astute management of the customer interaction process in a manner that reinforces the customer’s relationship with the company.

Building an Integrated Infrastructure for CRM

An organization’s Customer Relationship Management strategy will only be as successful as the infrastructure that supports it. Unfortunately, this is an area where many companies fail to devote sufficient time and resources for needs assessment and strategic planning.

Building an integrated infrastructure to support CRM requires proper alignment of the CRM strategy with the Business Processes, Organizational Structure and Marketing Technology that enable its implementation and management.

Planning and building an integrated infrastructure for Customer Relationship Management strategy begins by understanding individual customer needs, and defining how, through an integrated marketing approach, the company can increase revenues, maximize profits and build lasting customer relationships.

Optimizing Customer Relationships with Integrated Marketing

The ground rules for marketing are no longer market share, or return on sales and assets. The goal now is not just selling the product or service, but owning the customer relationship.

Integrated marketing works because it ties together the entire lead generation, sales development and Customer Relationship Management process. It enables a company to establish and maintain a direct relationship with current and prospective customers by identifying their needs and using this information to deliver information and product offers that are customized and relevant.

By following this approach, companies can maximize revenue and increase profits by turning prospects into customers and turning customers into advocates.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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