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. 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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