On Tuesday I attended a half day “Marketing Integration Forum” hosted by Blue Wave Marketing. The event was centered around using technology (social media, mobile, video, analytics) to deliver the right messages, to the right people, at the right times, through integrated experiences. The speakers touched on the importance of giving customers the content and tools that they want. They talked about becoming a rich source of information for customers. Most importantly, they stressed the importance of integrating all of the channels at your disposal to give customers the experiences they are looking for.
Boston Financial’s annual Client Forum is one example of an integrated experience. Every September the Client Forum gives our community the opportunity to come together in one physical location. The forum rolls themes from throughout the year into talks from high-value speakers and rich multimedia video. We wrap in an extensive social media and blogging campaign to pass on the content to those people in our community who couldn’t be there in person – including our 2,000+ associates. The social media component also gives attendees a chance to participate in the conversation and share their perspective. Finally, the forum gives us the opportunity to talk to our clients and learn their challenges so that we can provide follow-up solutions through new products and services, and information sharing through blog posts and webcasts.
Our industry as a whole is relatively new to social media, content marketing, blogging and video. It is great that we are approaching these tactics with an open mind to provide our customers added value. However, as you continue to explore new platforms, test new concepts, and plan for the coming year, I challenge you to think about how you can integrate these new channels with more traditional channels, like events, to give customers the experiences they are looking for in 2014.