Integrated marketing management (IMM) - also known as marketing automation or enterprise marketing management - is a class of software presenting a major opportunity for companies to create better customer experiences, and do so more cost effectively. According to Gartner, by 2014, companies that develop an integrated marketing management strategy will deliver a 50 percent higher return on marketing investment (ROMI) than those that don't.
Many marketers dream about true IMM - where both sides of marketing, the operations and the campaign management functions, are aligned, synchronized, and efficiently adding value to each other. That 50 percent lift in return that Gartner found is also pretty dreamy. Imagine your world where workflow alerts go beyond approvals, and combine with automated predictive modeling to identify opportunities for cross channel synergy. For example, highlighting customers where an SMS or social follow up to an email campaign can improve results. Imagine if your spend management analysis tracks the success of campaign deployments back to budgets and allows decisions on re-allocation, or the occasional double down, for each initiative.
In practice, many marketers only invest in a point solution - email marketing or workflow or demand generation. This can be a great place to start, but it’s only that: a starting point. The real benefit and return comes from a truly integrated solution that includes both marketing operations - marketing resource management (MRM) - and multichannel campaign management (MCCM).
The benefits are the kind that marketers salivate over:
Be sure to give technology a fighting chance to assist you with the big problems, not just the day-to-day messaging challenges. To get you beyond the point solutions and into the big leagues, make the case that true IMM technology will accelerate your marketing ROI. Dare to dream big. Consider some of these use cases for your business. Are you able to show meaningful optimization results today? Technology could make the difference.
Tell me how you are handling campaign management and operations challenges today. If it's all on paper or managed in silos across a number of solutions, then you are leaving on the table a major opportunity to earn higher response, try cool new stuff, and have more fun.
(*Source: Gartner report entitled Focus on Integrated (Rather Than Enterprise) Marketing Management , Kimberly Collins, Publication Date: 6 October 2010.)
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Stephanie Miller is a relentless customer advocate and a champion for marketers creating memorable online experiences. A digital marketing expert, she helps responsible data-driven marketers connect with the people, resources, and ideas they need to optimize response and revenue. She speaks and writes regularly and leads many industry initiatives as VP, Member Relations and Chief Listening Officer at the Direct Marketing Association (www.the-dma.org). Feedback and column ideas most welcome, to smiller AT the-dma DOT org or @stephanieSAM.
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