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THE IMPERATIVES OF THE MARKETING REVOLUTION IMPERATIVE 6: Integrate to innovate ONLINE AND OFFLINE THE IMPERATIVES OF THE MARKETING REVOLUTION F or most marketers today, digital marketing is When 78 percent of those surveyed say either both a blessing and a curse. On the one hand, “Events” or “Advertising” have yielded the most we’re charmed by the novelty, the technology success in connecting with customers, it’s clear and the prospect of big wins. But, on the other that traditional channels like these are far from hand, we’re scared stiff and overwhelmed with obsolete. So, rather than choose one or the other, the challenge. Digital marketing is what keeps us marketers must recognize that both online and awake at night. Does the proliferation of all these offline channels are critical in today’s marketing new channels mean traditional advertising is dead? environment. Campaigns conducted in isolation Should we be shifting budget from offline to online? will not succeed. Instead, we must tear down silos, What’s the optimal spend mix? What if we do it all integrate interactions and assimilate touch points to wrong? create fresh and compelling customer experiences. Without a doubt, the meteoric rise in the popularity Obviously, that’s an enormous task. And yet, we of digital channels means that marketers now have have no choice but to accept it. Marketing is in the to re-think how they reach out to and connect with midst of a revolution, and if we don’t embrace the consumers. Social media networks and advances changes, our work will become irrelevant. Marketers in mobile technology offer extremely valuable today run the gauntlet, facing challenges from tight opportunities to engage with the general public, and budgets, competing stakeholder expectations, it’s no wonder that many industry analysts expect individualized customer demands and an ever- digital marketing spend to exceed a staggering $54 expanding multitude of channels. In order to survive, billion by the year 2015. Capitalizing on online and both B2B and B2C marketers need to re-think their mobile channels makes great sense. In most cases, campaigns and learn to: digital marketing is proving to be cost effective, relatively easy to measure and almost instantly Integrate to Innovate Online and Offline. gratifying --for our audience and for us as marketers, too. By adopting a more holistic approach, marketers can create multichannel campaigns that engage But where does that leave traditional offline tactics? customers and generate higher response rates. In Do conventional marketing approaches still deserve addition, integrating online and offline channels a place in the budget mix? Of course, they do! After centralizes control and makes it easier to measure all, the bulk of our work is not digital, and activities impact –improvements that are critical to optimize such as offline advertising, telemarketing, customer planning for future campaigns. seminars, road shows and other events are still essential to our marketing team’s overall strategy. MARKETERS NEED A MIND-SHIFT For proof, take a quick look at some recent research. Are companies responding to these new challenges? Over the past few months, Aprimo polled hundreds Have marketing teams adapted their go-to-market of marketing professionals at Online Marketing campaigns to include both online and offline Summit events. We asked them, “What channel has messaging? yielded you the most success in connecting with customers?” And, here’s how they responded: New research suggests that this type of integration Events is only beginning –and that’s not entirely a surprise. 49% After all, marketers have never before confronted Email such a wide range of channel options. And then, 29% Advertising even when we are faced with new approaches, we’re 15% often guilty of tunnel vision. Typically, marketing Industry publications teams get comfortable using a narrow range of 4% tactics, and then stick with those strategies year Social Media (Facebook, Twitter, etc.) after year. Complicating matters even more, many 4% of us are still in the dark about how to build the kinds of relationships consumers are expecting today –either offline or online. ©2010 Aprimo, Incorporated. All rights reserved. aprimo.com 3 THE IMPERATIVES OF THE MARKETING REVOLUTION We’re used to talking at consumers, rather than Interestingly, results from the survey suggest that with them, and frankly, we’re sometimes wary B2B marketers, in particular, have a leg up on making about engaging in two-way conversations about our these connections. They seem to be the ones who are brands. increasingly likely to step away from their desks and out into the field to engage with customers one-on- The only way to overcome these obstacles is for one. Among the B2B marketers polled, more than 30 marketers to develop an entirely new skill set – percent use conferences and/or “meet-up” events to and as our new data shows, there’s much work to engage with customers. Nearly half said they talk to be done. A recent survey conducted by Online customers on the phone. And, more than 60 percent Marketing Connect, in partnership with Aprimo, reported that they mingle with customers at third- found that nearly half of the B2B marketers polled party real world events, such as trade shows and club work in departments that do not have any in-person meetings. interaction with customers. And unfortunately, the How do Marketing Executives Meet Customers One on One? response from B2C marketers was almost identical; about 45 percent divulged that they do not interact B2B B2C with customers one-to-one. 1 But, given the new emphasis on consumer engagement, marketers can no longer shy away from customer-facing marketing. We simply must Percent of respondents saying marketing does not learn to take advantage of opportunities to blend have any in-person interaction with customers online and offline customer/prospect experiences. Interestingly, results from the survey suggest that Business to B2B marketers, in particular, have a leg up on making Consumer these connections. They seem to be the ones who are increasingly likely to step away from their desks Business toWe hold user We do focus groups and conferences We do web site usability tests Marketing execs talk to We might with them at 3rd Business and/or marketing where a customers on party real-world and out into the field to engage with customers one- watches the “meet-up” customer the phone events such as video events which comes to our trade shows or on-one. Among the B2B marketers polled, more marketing lab club meetings attends 42% 44% 46% 48% 50% than 30 percent use conferences and/or “meet-up” ©2010 Online Marketing Connect & Aprimo Inc. events to engage with customers. Nearly half said ©2010 Online Marketing Connect & Aprimo Inc. they talk to customers on the phone.