[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/08\/18\/integrated-experience-growth\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2022\/08\/18\/integrated-experience-growth\/","headline":"Integrated experience: When marketing silos fall, business soars","name":"Integrated experience: When marketing silos fall, business soars","description":"In order to thrive, a brand must deliver an integrated experience that breaks down marketing barriers between customer, brand, and employee experience.","datePublished":"2022-08-18","dateModified":"2022-10-27","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/dennis-hahn\/#Person","name":"Dennis Hahn","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/dennis-hahn\/","identifier":666,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/fcae4ca360485e1c48a9d924d0d3df054df22c0d42e52d5abe0bc0181ecf8453?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/fcae4ca360485e1c48a9d924d0d3df054df22c0d42e52d5abe0bc0181ecf8453?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/08\/Integrated-experience_FTR.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/08\/Integrated-experience_FTR.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2022\/08\/18\/integrated-experience-growth\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/employee-engagement\/","name":"Employee Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Employee_engagement","http:\/\/www.wikidata.org\/entity\/Q14937678"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":893,"keywords":["Brand Experience","Customer Experience Trends","Employee Experience","Total Experience"],"articleBody":"Is your brand underperforming?\u00a0 The solution may be rethinking marketing to deliver an integrated experience that makes the connection between customers, employees and the brand.In order for brands to truly thrive today, their brand experience, customer experience and employee experience all must be aligned and integrated.It takes work to pull off, but the end result is vastly increased business performance.The trio of business processes helps any team quickly surface an opportunity or solve a brand, product, customer, or workplace culture challenge.      When your martech stack isn\u2019t cutting it: How to make a switch                If your martech isn't doing the job, you can't do your job. Find out what to look for in a new marketing solution.      No more walls: The shift to integrated experienceFor years, the biggest global brands took a decentralized approach to marketing, spreading their budgets around to numerous agencies with different specialties. One agency was for social, another handled big national broadcast launches, one reached out to Gen Z\/millennials, and yet another managed employee communications.Brand experience was defined primarily by a company\u2019s latest TV ad campaign. The internet and social media changed much of that, leading to the broader concept of customer experience. This involved a pivot from customer interactions designed to drive sales to a more nuanced understanding that looks beyond what brands customers are buying, to why they buy a brand.      Modern marketing: The fundamentals have changed – have you?                The definition of marketing is moving goods and services from the source of tools, channels, and mechanics to the consumer, but most marketers haven't adapted for digital - and that's a BIG problem.      The last piece, employee experience, has taken center stage, with the effects of the Great Resignation still challenging companies to find new ways to engage and support their employees.But the siloed approach to marketing is changing, particularly with the largest global brands.\u00a0Forrester recently noted that seven major agency reviews in 2021 — including Coca-Cola, Facebook, Mercedes, Philips, and Walmart — all went to integrated, centralized global marketing teams.Removing these silos is good news for brands because that type of thinking creates artificial walls between the branding experience, CX, and the employee experience.These barriers thwart the complete brand synergy that all but a chosen few seem to have found — think brands you love that are known as great places to work (i.e., Apple, Starbucks, Google).      What is Total Experience: Definition, benefits, tips                Learn how total experience (TX) combines customer experience, employee experience, user experience, and multiexperience to transform business.      The power of integration and alignmentAll brands today are experiential. Consumers are engaging with brands through apps and services, brick-and-mortar and all sorts of omnichannel experiences. Because of that, marketers have to think about a brand much differently than we have in the past — not just for customers, but also for employees.Think about it: in many ways brands are belief systems — they stand for something to those customers who choose it over others. They essentially become “meaning-making engines” that companies can harness to create lasting connections.      Customer engagement strategy 101: Definition and tips                Does having a customer engagement strategy really matter? Absolutely. Learn how to boost loyalty, drive revenue and build valuable customer relationships.      When you align brand, consumer, and employee experience, it creates a circuit of authenticity between what a company is and what they actually do in the world. The result is a powerful connection and relationship between your customers and employees.So how do you do it? It means rethinking your marketing approach with a greater focus on data and less on “gut instincts” about what consumers want from a brand, or how you think your employees feel about who they work for.The good news is companies that make the investment see, on average, revenue growth two times those that don’t. Also, profit-per-employee goes up four times, which is simply amazing.      The human element: Employees offer the best boost for brands                As the heart and soul of your organization, employees can have an enormous positive impact on the customer experience and brand perception. Here\u2019s how.      How to align brand, customer and employee experienceReady to better align your brand, customer, and employee experience? Here’s some practical advice:Measure your brand\u2019s strength, with both employees and customers. Having no measurement is like flying a plane without instruments. Your gut instinct about what works must be fueled by data.Ask yourself honestly: Does your brand help you attract new employees or does it scare them off?Remember companies have relationships with both employees and customers. These are separate relationships, with brand driving the connection.Think beyond segmenting customers based on their unique needs and personas. These personas only show you demographic and goal-based characteristics. They don\u2019t give you a psychographic understanding of what motivates your customers to choose your brand.Companies that make an intentional connection between brand, employees, and customers are best positioned for long-term growth.With a workplace culture acting as a purpose-led accelerator powering the business forward \u2013 and a customer experience designed to build customer relationships rather than transactions \u2013 you quickly see the extraordinary power brands actually possess.  No cookies? No problem.(Unless your marketing platform is rooted in The Old Times.Then you’re in trouble.)Attract, convert, retain: It starts HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2022","item":"https:\/\/www.the-future-of-commerce.com\/2022\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"08","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/08\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"18","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/08\/\/18\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Integrated experience: When marketing silos fall, business soars","item":"https:\/\/www.the-future-of-commerce.com\/2022\/08\/18\/integrated-experience-growth\/#breadcrumbitem"}]}]