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Dec 12 / 4:41am

Consistency is King

We have a guest writer for our blog today, by the name of Mark Mcgee; a great blogger himself and a serious digital marketing expert and strategies. The topic is Integrated Marketing. Enjoy!!

Consistency is King

What is integrated marketing? For me it’s making sure that you use all the marketing channels relevant to your customers in a consistent manner.

But what do I mean by “consistent”? Consider these scenarios:

·         You have registered for an event, but two days later you receive a marketing email for the same event, encouraging you to register.

·         You’ve had a telephone conversation with a company representative, but later the same week you receive an email from the same company letting you know that someone will be in touch with you soon.

·         You have been given a discount voucher via email, but the shop assistant in the store knows nothing about it and refuses to let you use it.

In the above examples, there has been a lack of consistency – the right hand doesn’t seem to know what the left hand is doing. How does that make you, as a potential or existing customer, feel about the company? I bet it’s not a good feeling.

And consistency isn’t difficult to achieve. Modern CRM systems allow companies to gather a vast amount of data about their customers, both online and offline. Record every contact, every transaction and, most importantly, ensure this data is made available to everyone in the company that needs to know about it; from ensuring your email list is segmented correctly to simply informing the Saturday staff about your latest voucher scheme!

You have the data, it’s time to use it properly.

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Mark McGee is a digital marketing strategist and MSc candidate and is currently vice-president of communications for an international trade association based near Manchester. His ruminations about life, marketing and other randomness can be found at http://www.englishvoodoo.net. He can also be found on Twitter at http://www.twitter.com/Mark_McGee.

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