Live from DMA2010: How to Create a Connected Marketing Organization
What is connected marketing and how to achieve it in an organization was the focus of a presentation given by David Daniels, CEO, Relevancy Group, at an Email Experience Council and DMA Councils Networking luncheon that took place here at DMA 2010 here on Oct 11.
Connected marketing, in short, is the act of integrating actionable customer, subscriber or prospect data across an organization in an effort to move toward greater marketing efficiency and campaign optimization.
Why is connected marketing important? Because consumers see brands holistically.
"Consumers are channel blind," said Daniels. "They expect the same brand experience across channels, and they have the same demands for relevance across channels, be it email social, mobile or in-store."
To achieve connected marketing in an organization, Daniels suggested that firm's implement his "Connected Marketing Framework 4," which includes the following four steps:
- Become a master of organizational change. Connected Marketing is empowered by a connected company that works together across departments and corporate silos, Daniels said. "Organizations need to optimize by moving to a collaborative organizational model that creates a connected company through the integration of people, processes, channels, data and service providers," he said. "The need to break down silos must be driven by the need for the connected company to accurately measure the marketing effectiveness and value of disparate channels, including mobile, social and offline."
- Institutionalize testing and revel in interactivity. Whether driven by email, a mobile application, a video or any type of social networking technology, marketers must test when connecting to new and emerging channels and continually strive for optimization across all channels. "Testing must become a normal part of every marketing program across channels," Daniels said. "Direct marketing is one of the only professions where failure is not only tolerable, but also required to optimize results."
- Reconstruct and create new measures of success. In a Connected Marketing environment, proper measurement attribution across channels and sources is key. "It's imperative to connect KPI’s such as revenue and site traffic and apply them to drive specific success measures of tactics that embody specific corporate goals such as acquisition, retention and engagement," Daniels said.
- Let relevance guide every customer interaction. Whether it's outbound or inbound marketing, acquisition or retention, service, sales, online or off, relevance and the customer information that the connected company possesses must guide these interactions," Daniels said. "Relevance remains an imperative strategy and tactic as the marketer connects email to all of the digital direct channels and extends its value through offline commerce and social interactions."