How Information Technology Successfully Adds Value to Marketing – Part II
25 August 2013
In Part I of this post I outlined the need for Marketing to work together with their IT department to improve customer dialogue. I’ve given three examples of how to reach that goal. Following is the rest of my post. System integration appears to be the key to success.
4 Integrated product reviews in e-mails
Recent studies show that consumers expect companies to approach them with personal and individualized services. This is partly also to align recommendations on product, service, and supply with customers’ interests. In addition, online reviews increasingly influence buying decisions. By directly integrating these reviews in the e-mail communication, you are able to offer your customer a perspective on product and service, which goes beyond the traditional business core messages. Made possible by integrating a Digital Marketing platform with an Evaluation platform.
Use of e-mail marketing
Nearly half of European industrial companies already use e-mail marketing, ten percent plan to use it in the near future. This means that more than half the companies use email-based direct marketing. With an 18 percent share in the overall economy, this is already a high average. However, compared to industries such as retail and media, the share is still relatively small.
5 Looking into the crystal ball for increased campaign success
Marketers today have access to more customer information than ever before. On top of that, due to mobile technologies the line between online and offline behavior becomes weaker. Therefore, it is crucial to register data from all channels and devices. Integration between a Business Intelligence (BI) or Predictive Analytics solution with your Digital Marketing platform helps to convert in-depth data-based knowledge about customers and prospects into campaigns that increase engagement and sales.
By using the BI platform, you can predict a series of results, based on measured values, assumptions and data inputs. The solution works in the background and shows how different market segments have responded and will respond to different marketing actions. Marketers can use this knowledge to decide about campaign budgets and define target audiences. But they can also decide how to differentiate offerings or how to contact customers as part of the campaign.
System integration increases Return on Relationship
In order to offer personalized relevant content that customers expect today, you should use all solutions within the Marketing Tool Box and supply them to the other departments. The intelligent integration of stand-alone systems makes it possible to use existing and new data in a meaningful way. System integrations increases the possibilities of data recovery which eventually leads to a higher return on relationship, because you can address each person in the database individually based on their personal interests.
Many marketers want to personalize and optimize the customer dialogue. However, in most system environments there’s a variety of stand-alone marketing systems. With the help of your IT department you can reach your goal. The keyword here is system integration. I discussed five examples of improving your customer dialogue. A personalized website, personalized messages if your transaction breaks down, merging sales and marketing data, aligning product reviews with customers’ interests and integrating BI and Analytics with your Digital Marketing platform.
What about you?
I’m looking for life experiences on the topic. What are you willing to share about integration of your marketing systems? I would also appreciate your comments, ratings or shares.
Errol van Engelen is owner/director at Bizzmaxx, a marketing service provider specialized in improving your sales funnel through Digital Marketing, Lead Generation, Marketing Automation and Marketing & Sales Alignment.