It may seem like digital communications are too new to have traditional silos, but there are companies out there that have pigeonholed these direct marketing channels into structured disciplines, legacy-style.
"Break down the data silos in disparate activities to increase measurability, tying your Web analytics to email execution and database efforts," says Rusty Warner, vice president of product marketing for UK-based marketing software company Alterian.
He has three suggestions for marketers planning to create this central control point:
1. Integrate Customer Intelligence
The key to addressing today's interactive marketing requirements is to integrate and orchestrate customer intelligence across all touchpoints through a central location. It is much simpler to manage direct digital execution from one place, because you're able to connect the dots across touchpoints. The first step is for marketers to break down the data silos of particular channels to both measure and present coordinated, consistent, real-time interaction with customers.
Best Western overhauled its loyalty program, which had been built using the industry-standard three-tier approach, with offers largely dependent on the color of the customer's loyalty card. By integrating their data and initiating one-to-one communications with individual cardholders, Best Western achieved a 30 percent return on investment, with a 540 percent increase in loyalty point redemptions and a 40 percent increase in clickthrough rates. Email campaigns themselves have changed dramatically, with multiple campaigns triggered daily by customer behavior and offers going to as few as 20 customers, with content personalized for each individual.
2. Engage Customers Individually
By integrating all marketing systems and databases, marketers are able to bring together all available customer data (from Web, email, social media, offline) to better analyze and engage with customers at an individual level. This consistent (360-degree) record of the customer, from marketing and targeting through sales and customer service, boosts the ROI of your campaign.