Do You Need Integrated Marketing?

The Combined Expertise of the Journal of Business Credit and Trading Partner Practices
Journal of
Trading Partner Practices
July | August | September 2007
Do You Need
Integrated Marketing? By Chris Wiesen
As originally published in the Journal of Trading Partner Practices.
Today's Marketing departments services. Their goal is to connect with Marketing ROI. are being asked to deliver customers to build long-term, profitable There are many tools available for today's stronger results with fewer relationships. To actually do this, you marketing professionals but leveraging dollars. Finding new ways must plan and implement marketing all components of the marketing process to increase your marketing campaigns that create demand across without using technology has proven to be effectiveness is becoming all customer segments in a measurable very difficult. Let's examine some of the more of a necessity rather way. Streamlining the various marketing Key Marketing Functions where utilizing than a desire. Developing an processes will improve efficiency, lower technology to create true integration can "Integrated Marketing" strategy overall costs and improve your provide a substantial benefit for marketers:leverages technology and process change management that can dramatically improve your Marketing ROI.
Why Do You Need Integrated Marketing? Because Integrated Marketing provides an enterprise approach to the way you plan, budget, create, collaborate, communicate, execute, settle and evaluate your marketing strategies and tactics. Integrated Marketing facilitates visibility to your results while reducing administration costs and minimizing errors. More importantly, Integrated Marketing can create a competitive advantage for your company in the marketplace!
Brand Marketing Managers are constantly seeking new and innovative ways to accelerate demand for their products or
Reprinted with permisson © Journal of Trading Partner Practices 2007 July | August | September Marketing Resource Campaign Management Marketing BudgetsManagement Successfully connect with customers to Integration of Marketing budgets and Integrating MRM across your enterprise drive demand for products and services. actual expenses to your financial system offers the ability to manage and Analyze, plan, develop, execute and can offer huge benefits. Automate the optimize the use of internal and external measure campaign activities through payment, settlement and redemption marketing resources. It also allows you to all inbound and outbound interaction processes eliminates the need for complex collaboratively develop strategic marketing channels. Collaborate with internal excel spreadsheets to manage individual plans and budgets, manage and account and external team members to manage campaign expenses. Financial evaluation for all marketing spending, develop and resources to plan, develop, and execute is critical for evaluating which campaigns compare multiple marketing scenarios coordinated, multichannel inbound and are successful and which are not. Having to identify the best marketing strategy, outbound campaign activities. This financial visibility in real time can provide provide a centralized view to manage and results in an ability to build long-term the opportunity to cancel campaigns early schedule all relevant enterprise marketing customer relationships with relevant on and redirect funds to more effective activities, centrally develop and manage and personalized customer interactions. opportunities. marketing collaterals via a Digital Asset Leverage Call Center, E-Marketing and Library, and better manage and distribute E-Commerce where appropriate to drive Marketing Analytics: Convert marketing funds to your Channel Partners. customer demand. reports and data into actionable insights. Leverage powerful marketing analytic Segment and List Lead Management capabilities that will help empower Management Seamlessly manage processes between sales marketers to make smart business Provide a centralized view of all relevant and marketing organizations. Generate decisions. Use predictive analysis customer data. This integrated capability highly qualified leads and follow up on where possible to anticipate customer will empower business users to manage every lead to closure. Increase the lead behaviors and identi... [download for more]