The theory is that by integrating marketing across all channels, a centralized team provides customers with a seamless experience, regardless where the customer chooses to shop.
So here's a question for the vendor community that reads this blog. Have you observed a company where, after centralizing the marketing department, the company observed an increase in existing customer retention rates, and/or spend per retained customer, measured on an annual basis?
If the theory of a centralized marketing department and integrated marketing communications is valid, we should see metrics that look something like this:
|Customer Performance By Marketing Strategy|
|This Year: Centralized/Integrated||100,000||55.0%||$275.00||$151.25|
|Last Year: Silo Based Strategy||95,000||50.0%||$255.00||$127.50|
Vendors --- use the comments section of this post to share examples where there is genuine improvement, as measured by increases in annual repurchase rate, and spend per repurchaser.