How to Prepare a Successful Integrated Digital Marketing Program, Part 2
In this three-part series, we explore what an integrated digital marketing program is, why having one is important and how to make it successful using four foundational tools. In part one, we discussed the basics around an integrated digital marketing program. In today's installment, we discuss the first two foundational tools required for a successful integrated digital marketing program: the ability to recognize customers across channels and smart data. Part three, which will appear in the July 31 edition of eM+C Daily, will discuss the ability to personalize communications as well as how to correctly do attribution, the last two foundational tools.
There are many ways to recognize a customer: their email address, phone number, physical address, credit card number, name, Twitter handle, even a cookie. Since companies generally treat their marketing channels as separate entities, however, they're not gaining a full understanding of the consumer’s overall behavior and motivation, as well as what marketing messages they’re likely to relate and respond to. Channeled marketing yields channeled results. With no way of linking these results to individual consumers, they provide a one-dimensional view of the consumer at best.
This is more than just a question of a technological solution, however. It’s a core data issue. It’s not enough to integrate your systems or implement a central hub for your data. According to Acxiom, at least 2 percent of your customer records are made irrelevant each month. That’s nearly a fourth of the records, which you rely on to recognize customers, changing each year. Bringing in a partner like Acxiom or Epsilon is a good way to start laying your foundation.
By now, marketers have gotten the message that better data makes for more impactful communications. However, "smart data" doesn't define itself. What makes some data valuable to marketers and others less so? Here are some guidelines to follow: