ITS WP IntegratedMarketing · than ever before to ensure that your marketing dollars are spent wisely, and that your campaigns are working overtime to get your message in front of

Integrated MarketingHow to Get More Mileage Out of Your Marketing Budget

And avoid five lethal mistakes that can sink your campaign from the start

Author:Jeff Adee,SVP, B2B List Services GroupInfogroup Targeting Solutions www.infogrouptargeting.com

2 Integrated Marketing, Table of Contents

Table of Contents

Prelude ................................................................................................................ 3

Act 1 ...................................................................................................................... 4All About Integrated Marketing

Act 2 ..................................................................................................................... 5Push vs. Pull Marketing Channels: Smart Marketers Focus on Both

Act 3 ..................................................................................................................... 7Five Lethal (But Common) Mistakes to Avoid When Designing anEffective Integrated Marketing Campaign

Finale ................................................................................................................... 9Putting An Integrated Marketing Campaign Into Practice:Where Do You Go From Here?

Credits ..............................................................................................................10

www.infogrouptargeting.com

Prelude

3 Integrated Marketing, Prelude

In today’s stagnant economic climate, it’s more critical than ever before to ensure that your marketing dollars are spent wisely, and that your campaigns are working overtime to get your message in front of potential purchasers, to retain your current customers, and to grow your bottom line. As budgets grow leaner, both businesses and consumers are apt to think much more carefully about where and how they spend their money. Even those who are interested in what you’ve got to offer may be reluctant to spend as much as they might have in the past.

For many organizations, Integrated Marketing campaigns have garnered exceptional results: boosting revenue; retaining satisfied customers; helping to identify and connect with new prospects.

This document will:• Define Integrated Marketing

• Examine Push/Pull Marketing as it applies to Integrated Marketing

• Show you How to Avoid Making Critical Common Mistakes that are most Detrimental to your Integrated Marketing Campaign

In today’s stagnant economic climate, it’s more critical than ever before to ensure that your marketing dollars are spent wisely, and that your campaigns are working overtime to get your message in front of potential purchasers, to retain your current customers, and to grow your bottom line. As budgets grow leaner, both businesses and consumers are apt to think much more carefully about where and how they spend their money. Even those who are interested in what you’ve got to offer may be reluctant to spend as much as they might have in the past.

Today’s marketers face a dilemma: In such a tight economy, how to ensure that your product or service remains first and foremost in your current customers’ minds, while generating a consistent flow of new prospects who will grow your business and increase revenue?

For many organizations, Integrated Marketing campaigns have garnered exceptional results: boosting revenue; retaining satisfied customers; helping to identify and connect with new prospects.


4

Act One

Integrated Marketing, Act One

All About Integrated Marketing

When marketing campaigns fall short of expectations, it’s common to want to cast a wider net, throwing money at other options that may or may not be in your organization’s best interests. Truth be told, you needn’t necessarily spend more money to get results, but you do have to take a hard look at where you’re allocating your budget, and determine which marketing channels reflect the wisest use of your marketing dollars. And that’s where Integrated Marketing comes into play.

What Is Integrated Marketing Anyway?Many people use the term “Integrated Marketing” to mean pulling together some web-based marketing along with some postal efforts, maybe adding in some print advertising and leaving it at that. Still others define it as using every marketing approach they can think of, without taking a careful look at what’s best for their existing customers, or focusing on how to capture new prospects, or really taking the time to effectively integrate marketing channels for superior results.

Integrated Marketing isn’t just a catch-all “throw everything against the wall and see what sticks” approach. A true Integrated Marketing campaign uses both “Push” and “Pull” marketing channels to deploy a cohesive campaign across different media, giving you the biggest bang for your marketing buck by tailoring your message, your media, and your distribution channels to best fit your customers, your prospects and your product or service.

Integrated Marketing is an intuitive, analytical approach, and when all the components of an integrated campaign are successfully brought together, the results are exceptional: increased revenue, greater customer retention, less waste of money and resources, a bigger return investment on your marketing dollar, and a lower cost to acquire and retain new customers.

Integrated Marketing makes good use of both “Push” and Pull” marketing channels, combining them to create a long-term, adaptable marketing campaign that can be analyzed, refined and continuously updated to reflect working strategies, while purging those initiatives that prove weak or ineffective.


Act TwoPush vs. Pull Marketing Channels:

Smart Marketers Focus on Both

5 Integrated Marketing, Act Two

The following five areas are all essential components of the “push” portion of your integrated campaign:

The HousefileYour database of customers is one of your most important marketing assets, containing priceless information you’ve gathered over years of servicing your clients. Housefiles typically contain a wealth of useful information on customer activity including their unique profile, average order size, lifetime value, transactional information and more. The housefile list is where the “Push” begins…

Customer Retention StrategyRetaining a solid customer base of members who continue to purchase from you is critical to the success and baseline revenue of your brand. Customer retention solutions include “Push” marketing through postal, email, catalogs or telemarketing, segmenting and targeting strategies, database management and more.

Data HygieneData Hygiene is a critical part of housefile management, but many organizations do not keep on top of this task.

Proper data hygiene is an ongoing process that includes ensuring that all contact information is up to date, addresses haven’t changed, people haven’t left their jobs, companies haven’t closed or moved, etc.

ModelingModeling allows you to predict customer behavior with greater accuracy, improve acquisition and retention, target more intelligently, and use patterns in data to improve campaign results and make smarter decisions. Modeling uses housefile information to determine your ideal prospect based on previous customer data — including what type of company they work for, how big the company is, whether the company is growing, what job title, what level, length of service, etc.

ProspectingOnce you’ve used modeling strategies to identify your best customers, it’s time to put prospecting and new customer acquisition strategies into place to connect with them. Prospecting for new customers is every bit as important as retaining the ones you have … the two go hand in hand to support your growth and revenue-building efforts.

The “pull” portion of a successful Integrated Marketing campaign includes:

An Effective WebsiteTo make the best use of “pull” marketing, your website must reflect the needs, wants and interests of your top customers, and be geared toward converting browsers into committed buyers. When prospects Google your

product or service, they should swiftly be directed to your landing page, and from there they should be able to navigate easily throughout your site. Setting up a Hypersite in which your site’s content actually changes to reflect individual visitor profiles is an important piece to consider, and one that many organizations are putting into practice with great success.

Social Media PresenceSocial Media Marketing is cost-effective, personal, flexible, and is an excellent addition to your “pull” marketing efforts. Combining social media initiatives like Facebook, Twitter, LinkedIn, Google and blogging offers superior marketing support, increases your online presence, generates interest, buzz and engagement opportunities, and builds greater brand awareness easily and inexpensively.

As applied to the Integrated Marketing concept, “push” marketing involves various initiatives that “push” your message out to your customers and prospects, such as catalogs, postal mailings, email campaigns, telemarketing, online advertising, etc.

“Pull” marketing draws your customers and prospects in to you via your company’s website, through the use of SEO (Search Engine Optimization), SEM (Search Engine Marketing) and Hypersite, through blogs or other social media outlets, or content-driven website techniques.



A successful Integrated Marketing campaign combinesthe “push” — postal, email, telemarketing, online advertising — with the “pull” — a content-driven, customer-friendly website and social media efforts —and includes in-depth strategic analysis of what worked, what didn’t and how to improve results for next time.


The HousefileYour database of customers is one of your most important marketing assets, containing priceless information you’ve gathered over years of servicing your


Integrated Marketing, Act Two6

Act Two Push vs. Pull Marketing Channels: Smart Marketers Focus on Both


The HousefileYour database of customers is one of your most important marketing assets, containing priceless information you’ve gathered over years of servicing your clients. Housefiles typically contain a wealth of useful information on customer activity including their unique profile, average order size, lifetime value, transactional information and more. The housefile list is where the “Push” begins…

Customer Retention StrategyRetaining a solid customer base of members who continue to purchase from you is critical to the success and baseline revenue of your brand. Customer retention solutions include “Push” marketing through postal, email, catalogs or telemarketing, segmenting and targeting strategies, database management and more.

Data HygieneData Hygiene is a critical part of housefile management, but many organizations do not keep on top of this task.

Proper data hygiene is an ongoing process that includes ensuring that all contact information is up to date, addresses haven’t changed, people haven’t left their jobs, companies haven’t closed or moved, etc.

ModelingModeling allows you to predict customer behavior with greater accuracy, improve acquisition and retention, target more intelligently, and use patterns in data to improve campaign results and make smarter decisions. Modeling uses housefile information to determine your ideal prospect based on previous customer data — including what type of company they work for, how big the company is, whether the company is growing, what job title, what level, length of service, etc.

ProspectingOnce you’ve used modeling strategies to identify your best customers, it’s time to put prospecting and new customer acquisition strategies into place to connect with them. Prospecting for new customers is every bit as important as retaining the ones you have … the two go hand in hand to support your growth and revenue-building efforts.

The “pull” portion of a successful Integrated Marketing campaign includes:

An Effective WebsiteTo make the best use of “pull” marketing, your website must reflect the needs, wants and interests of your top customers, and be geared toward converting browsers into committed buyers. When prospects Google your

product or service, they should swiftly be directed to your landing page, and from there they should be able to navigate easily throughout your site. Setting up a Hypersite in which your site’s content actually changes to reflect individual visitor profiles is an important piece to consider, and one that many organizations are putting into practice with great success.

Social Media PresenceSocial Media Marketing is cost-effective, personal, flexible, and is an excellent addition to your “pull” marketing efforts. Combining social media initiatives like Facebook, Twitter, LinkedIn, Google and blogging offers superior marketing support, increases your online presence, generates interest, buzz and engagement opportunities, and builds greater brand awareness easily and inexpensively.



An optimized integrated marketing solution will get each channel working together, “pushing” with data hygiene and modeling and “pulling” with a smart SEO and SEM strategy to ensure full integration and cross-promotion of each marketing initiative.


Act ThreeFive Lethal (But Common) Mistakes

to Avoid When Designing an EffectiveIntegrated Marketing Campaign

Integrated Marketing, Act Three7

#1: Ignoring the Power of PostalMarketers tend to be happy with email because of its quick results and

cost-effectiveness, but postal is still a very viable option, especially with B2B clients. In fact, many email files cover only about 40% of the total universe within a select group of B2B contacts. That means that if you are relying on email only, even with additional append efforts, there’s a good chance you’ve already missed out on a large percentage of people that could buy your product.

Postal pieces are getting a bigger gain in response rate compared to just a few years ago, and experts have determined that as consumers are inundated with online advertising, (including ads sent to or picked up by SmartPhones and PDAs), postal pieces tend to stand out. According to a recent Epsilon study, 50% of U.S. consumers prefer direct mail to email. A well-done catalog, brochure or flyer with solid information and a good “hook,” directed toward the right target audience, will earn a second look where an electronic message may be instantly headed for the Delete key orTrash icon.

#2: Not Being Aware of What Generates Your Online Results The Pew Internet Report recently found

that 92% of online adults use search engines to find information on the Web. When you are determining the ROI from your online efforts, it is critical to understand where your results have originated from, in order to refine online marketing initiatives and build on positive results.

Web Analytic tools are available to help you pinpoint visitor conversion rates, as well as how many visitors arrived at your site through search engines due to your SEO and SEM efforts. It isn’t enough to know that your website’s working … you need to know what’s working, why it’s working and how it‘s working to accurately analyze and improve on results.

#3: Poor Data Hygiene Addresses on your housefile that have been listed for six months without contact have a

20-30% chance of being undeliverable. Bad addresses waste postage, time and marketing efforts, yet are easy to identify and fix through available data cleansing programs.

One major media company, while producing a group of well-known Business to Business publications, found that the data on their circulation lists went out of date at a rate of between 3% and 5% a month, meaning that people moved, took other positions, or became otherwise unreachable through the information contained on the file. According to Marketing Sherpa’s 2011 Email Marketing Benchmark Report, 54% of B2C and 53% of B2B marketers found improving email deliverability to be a significant challenge to email marketing effectiveness.

#4: Inefficient (or Nonexistent) Use of Modeling Modeling is one of the most effective means

to define and target prospects who are interested in purchasing your product or service –– yet many companies don’t use this important tool as effectively as they could. Modeling takes the guesswork out of identifying and targeting prospects, and can save you significant time, energy and money. For example, if you are selling network security software to IT decision-makers, it makes no sense to spend money renting a list of 300,000 IT names when modeling can quickly tell you that of those 300,000, only 15,000 are top prospects who fit your distinct customer profile.

#5: Hasty or Haphazard Results Analysis Analyzing the results of your various

marketing initiatives is critical to the long-term success of your Integrated Marketing campaign. The analysis portion of the marketing campaign is where many marketers tend to fall short: They may lack access to expert strategists who can quickly and accurately interpret all the pertinent data of a results spread sheet, and pinpoint what worked, what didn’t, and where revisions are needed. Analyzing results and testing performance is a crucial part of how marketers use what they learned the first time through to refine marketing efforts, and pull better results going forward.


Act Three Five Lethal (But Common) Mistakes to Avoid When Designing an Effective Integrated Marketing Campaign

Integrated Marketing, Act Three8

#1: Ignoring the Power of PostalMarketers tend to be happy with email because of its quick results and

cost-effectiveness, but postal is still a very viable option, especially with B2B clients. In fact, many email files cover only about 40% of the total universe within a select group of B2B contacts. That means that if you are relying on email only, even with additional append efforts, there’s a good chance you’ve already missed out on a large percentage of people that could buy your product.

Postal pieces are getting a bigger gain in response rate compared to just a few years ago, and experts have determined that as consumers are inundated with online advertising, (including ads sent to or picked up by SmartPhones and PDAs), postal pieces tend to stand out. According to a recent Epsilon study, 50% of U.S. consumers prefer direct mail to email. A well-done catalog, brochure or flyer with solid information and a good “hook,” directed toward the right target audience, will earn a second look where an electronic message may be instantly headed for the Delete key orTrash icon.

#2: Not Being Aware of What Generates Your Online Results The Pew Internet Report recently found

that 92% of online adults use search engines to find information on the Web. When you are determining the ROI from your online efforts, it is critical to understand where your results have originated from, in order to refine online marketing initiatives and build on positive results.

Web Analytic tools are available to help you pinpoint visitor conversion rates, as well as how many visitors arrived at your site through search engines due to your SEO and SEM efforts. It isn’t enough to know that your website’s working … you need to know what’s working, why it’s working and how it‘s working to accurately analyze and improve on results.

#3: Poor Data Hygiene Addresses on your housefile that have been listed for six months without contact have a

20-30% chance of being undeliverable. Bad addresses waste postage, time and marketing efforts, yet are easy to identify and fix through available data cleansing programs.

One major media company, while producing a group of well-known Business to Business publications, found that the data on their circulation lists went out of date at a rate of between 3% and 5% a month, meaning that people moved, took other positions, or became otherwise unreachable through the information contained on the file. According to Marketing Sherpa’s 2011 Email Marketing Benchmark Report, 54% of B2C and 53% of B2B marketers found improving email deliverability to be a significant challenge to email marketing effectiveness.

#4: Inefficient (or Nonexistent) Use of Modeling Modeling is one of the most effective means

to define and target prospects who are interested in purchasing your product or service –– yet many companies don’t use this important tool as effectively as they could. Modeling takes the guesswork out of identifying and targeting prospects, and can save you significant time, energy and money. For example, if you are selling network security software to IT decision-makers, it makes no sense to spend money renting a list of 300,000 IT names when modeling can quickly tell you that of those 300,000, only 15,000 are top prospects who fit your distinct customer profile.

#5: Hasty or Haphazard Results Analysis Analyzing the results of your various

marketing initiatives is critical to the long-term success of your Integrated Marketing campaign. The analysis portion of the marketing campaign is where many marketers tend to fall short: They may lack access to expert strategists who can quickly and accurately interpret all the pertinent data of a results spread sheet, and pinpoint what worked, what didn’t, and where revisions are needed. Analyzing results and testing performance is a crucial part of how marketers use what they learned the first time through to refine marketing efforts, and pull better results going forward.

In Conclusion, You Can Avoid Our Five Lethal Mistakes By:• Making sure your campaign includes a solid postal component, with creative, captivating written material that speaks directly to your customers and prospects

• Taking the time to really examine your SEO and SEM results –– find out exactly where your hits and online purchases are coming from before going further

• Employing a company that is experienced in data hygiene to clean and update your housefile periodically (every six months is a great recommendation to follow)

• Using modeling methods based on your housefile data to seek out potential prospects that mirror your best current customers

• Analyzing results carefully and thoroughly, so that you have solid, factual information about what worked, what didn’t and what you can improve upon during your next go-round


FinalePutting An Integrated Marketing

Campaign Into Practice:Where Do You Go From Here?

Integrated Marketing, Finale9

First of all, take a look at the push and pull marketing channels you’re currently using, make sure you are tracking the effectiveness of those being utilized and see if there are other channels that could be integrated into your marketing mix. Next, research and identify organizations that specialize in helping businesses create integrated marketing solutions through the elements we’ve touched on: multi-channel marketing, data hygiene, modeling, prospecting, analytics. A good place to start is by placing a call to the marketing experts at Infogroup Targeting Solutions.

When you speak to an Integrated Marketing specialist at Infogroup Targeting Solutions, you’ll connect with someone who will take a look at your current marketing efforts, offer advice as to what new channels and initiatives might work for your product or service, and walk you through ITS’s extensive menu of marketing services and solutions. There’s no obligation to go with us, and no “sell” when you call. You’ll receive an honest answer as to whether or not our services are a fit for your needs.


Credits

Integrated Marketing, Credits10

About Jeff Adee:Jeff Adee brings over 19 years experience in the direct marketing industry. He joined Infogroup Targeting Solutions in 2011 as the SVP of B2B List Services Group. In his currently role, Jeff oversees and leads B2B listmanagement, list brokerage and product development. Jeff’s deep knowledge and expertise allow him to truly dive deep with his team and clients to fully offer an integrated marketing solution that best meets the client’s needs.

Prior to joining Infogroup Targeting Solutions, Jeff served as SVP of Sales at MARDEV-DM2 and as Sales Director at Reed Business Information.

He holds a bachelors degree from Northern Illinois University. In his free time Jeff plays in a rock band with his wife and spends time with his two children and his dog Gibson.

About Infogroup Targeting Solutions:Infogroup Targeting Solutions helps companies increase sales and customer loyalty through analytically driven consumer and business data and database marketing solutions. With exclusive access to the Data Axle™, we build multichannel solutions using contextually relevant information on 220MM individuals and 21MM businesses.

Website | www.infogrouptargeting.comFacebook | www.facebook.com/infogroupTwitter | www.twitter.com/infogroup

Contact:Jeff Adee847-378-2206Email: [email protected]


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ITS WP IntegratedMarketing · than ever before to ensure that your marketing dollars are spent wisely, and that your campaigns are working overtime to get your message in front of