The seven questions you should ask yourself to determine your readiness for integrated marketing.
I am firmly convinced that the future of great digital marketing will hinge on a campaign management (e.g., segmentation and automation) approach. Think about it.
The hardest things to do in digital marketing:
The best things a campaign management approach will do:
Excited? I hope so. You are also probably closer than you think to taking advantage. If you are asking, "Am I ready?" - read on. I get asked this question a lot, and usually respond with more questions that hopefully help marketers determine their readiness and identify both opportunity and areas of vulnerability.
If you have answered "yes" to a even few of those questions, then you likely are ready to take your digital marketing up a notch. A campaign management approach will help you get there. Just going through the discovery process will help you define and embrace a strategic approach. It sounds overwhelming - but don't make it so. Just get started.
First, understand your database assets and structure. If it's complex and/or disjointed, that's OK. You need to know what data you have. Then, articulate your topline business goals. Is it more efficiencies and higher productivity? Is it more cross-channel campaigns? Is it tracking and measuring? That will help you identify if you need a campaign management solution or just a point solution. The former will likely have more firepower and processing speed, as well as incorporate multiple functions for managing data, setting up segmentations, and multi-touch campaigns. It should also have functionality for publishing and messaging (email, SMS, social) - allowing you to consolidate solutions and pull outbound communications closer to the database.
Are you ready? Please share with us in the space below.
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Stephanie Miller is a partner with brand and marketing technology strategy firm TopRight Partners, which helps customers use the technology they have today to do the marketing they want to do today and tomorrow. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
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