The Need for Marketing Integration

Today’s digital marketer has many ways to reach consumers and conversely, consumers have many ways to access information. While these evolving channels offer marketers a wealth of information to understand customers better, it also raises fresh challenges – mainly potential customers now expect marketers to communicate with relevant and smarter messages to them. Success depends on the marketer understanding their prospect’s preferred channels and utilizing such channels to deliver the right message at the right time.

The obvious solution is to deploy marketing automation and analyze the data to determine the preferred channels. For instance, for a customer preferring contact by email, the automated marketing solution may trigger an email every time the customer clicks on a CTA.

Long term success depends on integrating all marketing and sales data in one place, and also on integrating the various delivery channels such as social, email, mobile and many others. Such integration builds upon the “one view” of a prospect / customer that is core to Right On’s solution and has many benefits:

Integration allows marketers to engage with the prospects smarter, by targeting them better, getting a comprehensive and well-informed view of the prospect including their professional and social data, and remaining alert to all their activities.

Integration allows tying specific campaigns, drilled down to the individual campaign elements, directly to revenue, thereby improving marketing efficiency and optimizing the marketing spend.

Integration allows marketers to deliver consistent content across channels and prospects. The digital consumer is interconnected and accesses multiple channels. For instance, they may download a whitepaper from Facebook and register for a webinar from LinkedIn. This makes delivering a consistent style and content imperative for marketers.

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