The Key to a Successful Marketing Strategy is an Open Approach
by David Mennie
For marketers, the number of marketing tools available in today’s digital landscape is just as overwhelming as it is beneficial. These options help make you a more efficient marketer and provide the customer with a better digital experience. But at the same time, how do you narrow down what’s right for your business? How do you try something new that seems like it might be a good fit? How do you keep up with what’s new and what’s next?
Whether it’s the Marketing Technology Landscape Supergraphic on chiefmartec.com or the LUMAscape for marketing technology, there are well over 1800+ marketing technologies currently available. These include CMS platforms, personalization solutions, marketing automation tools, CRM systems, digital asset management (DAM) and creative tools, commerce platforms, and analytics and reporting tools. The number of marketing technologies continues to grow at a staggering rate, nearly doubling in the past year alone.
Of course, a marketing department won’t use 1,800 different marketing tools. But with the challenges in today’s rapidly changing marketplace, most organizations may have a specialized set of technologies to meet their unique organizational -- and customer -- demands. And that mix of tools and tech may need to change as quickly as their customer needs change.
By taking an Open Marketing approach, you can effectively align your marketing organization for success, regardless of how many different marketing technologies you have now and will have in the future.
Integrating Your Marketing Systems and Teams
In a typical marketing organization, there often are numerous teams. Part of the reason that organizations have so many teams and silos is that smaller independent groups have grown up around each of these marketing systems and tools. And so, rather than working as a truly integrated marketing team, these groups remain isolated, including:
- Digital Marketing
- Demand Generation
- Content Marketing
- Social Media
- Product Marketing
- Corporate/Brand Marketing
- Marketing Communications
- Marketing Operations
Open Marketing, which gives you the freedom to integrate your marketing technologies, helps you integrate your marketing teams as well. How? By getting everyone on the same page when it comes to the customer data.
Silos are broken down when everyone has access to each team’s customer data. Then, you can continuously aggregate that information over time, creating a customer profile that evolves with your customer. Thus a unified customer profile is created.
A unified customer profile provides the remedy to islands of data. While this is essential for true personalization, it also leads to a more efficient marketing organization. Your entire department now has all of your customer data to draw insights from and these types of profiles can shared across your entire organization. While each team still has their own reporting responsibilities, your marketing organization is now a more cohesive unit.
Having a unified organization, integrated technologies and a complete view of your customer is the best way to compete effectively in an increasingly demanding marketplace. The Open Marketing approach will help you bring your marketing organization together and set you up for success.