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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 services. Their goal is to connect with customers to build long-term, profitable relationships. To actually do this, you must plan and implement marketing campaigns that create demand across all customer segments in a measurable way. Streamlining the various marketing processes will improve efficiency, lower overall costs and improve your Marketing ROI.
There are many tools available for today’s marketing professionals but leveraging all components of the marketing process without using technology has proven to be very difficult. Let’s examine some of the Key Marketing Functions where utilizing technology to create true integration can provide a substantial benefit for marketers.
Marketing Resource Management
Integrating MRM across your enterprise offers the ability to manage and optimize the use of internal and external marketing resources. It also allows you to collaboratively develop strategic marketing plans and budgets, manage and account for all marketing spending, develop and compare multiple marketing scenarios to identify the best marketing strategy, provide a centralized view to manage and schedule all relevant enterprise marketing activities, centrally develop and manage marketing collaterals via a Digital Asset Library, and better manage and distribute marketing funds to your Channel Partners.
Segment and List Management
Provide a centralized view of all relevant customer data. This integrated capability will empower business users to manage customer and prospect data without the traditional dependencies on IT. Marketing attributes define and leverage unique customer profile information to target and personalize specific marketing messages. You must be able to quickly identify and segment customers to target. Utilize list management to generate target lists in the support of marketing campaign activities.
Campaign Management
Successfully connect with customers to drive demand for products and services. Analyze, plan, develop, execute and measure campaign activities through all inbound and outbound interaction channels. Collaborate with internal and external team members to manage resources to plan, develop, and execute coordinated, multichannel inbound and outbound campaign activities. This results in an ability to build long-term customer relationships with relevant and personalized customer interactions. Leverage Call Center, E-Marketing and E-Commerce where appropriate to drive customer demand.
Lead Management
Seamlessly manage processes between sales and marketing organizations. Generate highly qualified leads and follow up on every lead to closure. Increase the lead conversion rates and the lead cycle times. Automate the lead distribution process to the best qualified sales representatives, brokers, agents and / or partner agents. Utilize closed-loop lead monitoring to maximize effectiveness throughout the entire lead life-cycle process.
Trade Promotion Management
Optimize TPM for the use of trade funds to generate end-customer demand and increase profitability for planned products. Use a centralized planning approach with full visibility into all enterprise marketing activities.
Leverage integration to Supply Chain and Demand Planning to develop accurate sales volume forecasts. Leverage integration to Financials for accurate accruals and deduction validation. Use TPM analytics to close the loop on planned and actual trade activities and effectiveness.
Marketing Budgets
Integration of Marketing budgets and actual expenses to your financial system can offer huge benefits. Automate the payment, settlement and redemption processes eliminates the need for complex excel spreadsheets to manage individual campaign expenses. Financial evaluation is critical for evaluating which campaigns are successful and which are not. Having financial visibility in real time can provide the opportunity to cancel campaigns early on and redirect funds to more effective opportunities.v Marketing Analytics: Convert reports and data into actionable insights. Leverage powerful marketing analytic capabilities that will help empower marketers to make smart business decisions. Use predictive analysis where possible to anticipate customer behaviors and identify hidden trends and patterns. Use customer analytics to gain insights into customer profiles, behaviors and profitability. Understand product profitability and the selling correlations to drive increased product demand. Use Key Performance Indicators (KPI’s) to manage all marketing activities against a set of goals and targets.
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