The Need For Marketing Integration - The Defense Rests

steve olenski
Steve Olenski Sr Creative Content Strategist , Oracle Responsys

Posted on November 20th 2012

The Need For Marketing Integration - The Defense Rests

Another survey reveals the seemingly never ending chasm that is the art of marketing integration.

In these proverbial hallowed halls (and other hallowed spaces) I have put pen to paper on numerous occasions about the word "integration" and in particular marketing integration.

In my quest to bring to light the glaring need and accommodating dearth of I have gone so far to:

Now while I cannot promise this will be my last article on marketing integration - it won't be. I can tell you a) it will be my last one this week and b) I have some pretty heady proof as to the power of marketing integration as it relates directly to the bottom line.

A headline, chart and excerpt from a recent article on MarketingCharts.com:

Multichannel Retailers Struggle To Create A Seamless Brand Experience

You'll see at the top of the list 59% of retailers, when asked, identified coordination with other channels to create a seamless brand experience as their #1 challenge followed by optimizing inventory deployment across all channels (52%) and  understanding and accommodating how different consumer segments engage (49%).

As for the excerpt, you'll notice a reference to The Multi-Channel Retailer’s Reality in a Post-Amazon World, a study put out by SAP and Retail Systems Research:

"71% of 'Double-digit Winners,' whose annual year-over-year growth is 10% or higher, identified channel coordination as their leading challenge. By comparison, only 47% of laggards (growth under 3%) cited the same challenge. As the researchers posit, 'this dramatically underlines how much Winners understand their multiple channels can be leveraged as a real and differentiating strength from online-only powerhouses – providing they can one day execute.'”

Now look, I realize this is only dealing with retailers so you may be out saying 'Steve, thanks for this info but I'm not in retail so it doesn't apply to me."

To that I say "you better believe it applies to you!"

You really think that only retailers who truly understand marketing integration see double-digit growth? Of course not.

Any brand, business or company that delivers an integrated message to their end user, no matter who it is, is going to be more successful than the brand, business or company that doesn't.

This line says it all: 'this (those companies that have identified channel coordination as their leading challenge) dramatically underlines how much Winners understand their multiple channels can be leveraged as a real and differentiating strength."

The defense rests.

Source: MarketingCharts.com

Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions. 

steve olenski

Steve Olenski

Sr Creative Content Strategist , Oracle Responsys

A regular contributor to Forbes, among other publications, Steve was named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred. He is currently a senior creative content strategist at Oracle Marketing Cloud. He is a also a member of the Editorial Board for the Journal of Digital & Social Media Marketing and co-author of the book StumbleUpon For Dummies. Follow him on Twitter@steveolenski or at the nearest coffee shop.The views expressed here are his own and do not necessarily reflect the views of Oracle Marketing Cloud.

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