Outstanding piece on integrated marketing communications from Anna Barcelos on the Spin Sucks blog today.
In a nutshell, her point is that we need to quit sorting customers using demographic, geographic and psychographic pigeonholes and instead begin analyzing data to group customers based on their behavior.
For example, two 40-somethings living next door to each other and earning roughly the same income may actually have very different buying patterns and will respond to different marketing messages.
Using traditional metrics, these two guys look exactly alike, but while Joe is married and drives a minivan, Harry is single and drives a sports car. You can bet that they’re buying habits will diverge when it comes to certain products and services.
Barcelos urges companies to aggregate data from ALL departments (not just sales and marketing) and then use this data to group customers based on their behaviors.
Marketing and sales strategies can then be adapted to individualize relationships with customers that engender long-term loyalty and advocacy for your products and services.
As anyone who’s had to convince marketing and sales types to play nicely together, this can be a challenge.
I’d recommend starting with the CEO and CFO…because the numbers don’t lie and the promise of a higher return on investment tends to get people’s attention.