Before we Begin:

Here is Antonio Lucio, Chief Marketing Officer for Visa speaking at Columbia Business School. He talks about what it takes to build a successful marketing strategy for a business operating in the 21st Century and how changes in technology require that a business transitions from traditional to digital to social marketing.

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Questions every business should answer about their marketing:

• How has the business integrated Social Media in the way it communicates with customers?
• How much presence does the business have in different Social Media channels?
• What does the business do to keep track of customer reviews?
• Does the business incentivize customer to post honest reviews?
• Does the business have a strategy in place to respond to user reviews?
• How do the business executives network with other related business executives to build partnerships?

• Does the current advertising strategy make sense for the business model and for the products?
• Is the advertisement targeted towards likely customers or is it generic?
• How does the business track its online presence and interaction with its website?
• Does the business have a powerful, engaging website that successfully showcases the business?
• Does the business provide a strong, pleasing user experience in its website?
• Does it make sense for the business to have a person to person marketing strategy?
  

Does a business need a CMO?​

The important to question to ask is: does the business have a cohesive marketing strategy that fits the business model as well as someone that can tackle the leadership role in overseeing the processes involved in adapting the business to the ever changing world of communication and social media?​

After all, handling all the aspects of Marketing for a business and showcasing a brand can be time consuming. Moreover, the time that it would take a business owner to hone the technical and communication skills can often be better invested in actually building the brand and interacting with already acquired customers. This is why it is often more effective and beneficial for the business to delegate the marketing to someone who is experienced and up to date with the technology and skills necessary to showcase and market the business brand.
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It is also beneficial to have an experienced separate perspective that can give you feedback on how your vision is perceived and how that perception can be different from your desired goal. After all, as the adage goes, "it doesn't matter what you say, if it's now what others hear." One might be surprised to find how often their own perception of their business differs from their customers' perception.

Finally, with the ever changing world of social media, you will want to have a plan and process in place for adapting to these changes and a means of measuring the effectiveness of your approaches.

What can Integral to for my Business?

Here at Integral we have a very straightforward approach to showcasing your business to the world:

1. We start by sitting down with the business leadership to understand the image and the and the brand of your business.
2. We then look at currently integrated technologies to see how we can use the already available infrastructure to get the most impactful positive short term effect on your marketing strategy.
3. Once a plan is in place, we work with with your technology team to implement the plan and with your operating people to prepare your employees for the upcoming changes.
4. In the meantime, while the short term process is in progress, we work with your leadership to explore what other potential marketing solutions might make sense for your business and what the steps would be to integrate the necessary technologies into the business.
5. We then utilize the same process used in the short term plan to implement long term marketing strategies to solidify your brand's position in the market and to showcase your products and services to potential customers.
6. The final product looks like a well oiled machine, a cohesive marketing strategy that conveys your brand as the desired product for your customers, your culture as a business that your customers want to do business with, and as much of every customer interaction leveraged to show potential customers that your business is the one to trust.

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Are you ready for the next step?

If you have made it this far, you must have unanswered questions about how your business can be better, and that is great! Schedule a free appointment with us and find out if can help your business.

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