Cape Town, 21 Jan 2015
If you're a marketer and you want to focus on one key goal for 2015 (that your boss will love you for), strongly consider the "integration of marketing" efforts in an increasingly digital age. So, how would you integrate marketing, business and IT objectives in one cohesive vision and have the right partner to help you achieve that vision in a reasonable time-frame?
Contrary to what many would have you believe, being able to effectively engage your customers is not about massive hardware/ software investments, nor about any single, large-scale "thing" that you need to buy. If you are not already down the path of data-driven marketing, fuelled by actionable consumer insights, then now is the time to start planning for it, says Julian Ardagh, CEO of Effective Intelligence (EI).
The "journey" starts by collecting data (and marketing results) and gradually building up an understanding of how your customer is behaving and why. This intelligence will provide your customers with more personalised, relevant offers and content to drive those desired behaviours, and ultimately, your profit.
Why the sluggishness to get the ball rolling? In my experience, CMOs experience these top three "pain points" when expressing concern about the "integration of marketing" efforts:
1. The absence or incompleteness of data (the age old adage of 'garbage in, garbage out' applies here).
2. A lack of knowledge or comfort on how to apply analytics to the data that does exist (EI is able to help you unearth insights and intelligence about your data that you do not know).
3. Knowing which analytics to apply to the business that will truly drive revenue.
EI, South Africa's leading analytical marketing solutions provider, cultivates strong partnerships to deliver end-to-end solutions, translating into a competitive advantage for your business. EI is able to help you on your journey with your customer, because engaged customers are more valuable, loyal and provide greater lifetime value.
Through EI's proven methodologies and credible track record, the company is able to assist you in connecting data to business objectives and influencing marketing impact. It assists organisations in prioritiaing these "pain points", leveraging their data assets and getting them started on a journey for success.
Says Ardagh: "CMOs and loyalty marketers have become too focused on the technical and tactical side of marketing, but the 'glue' between brand and consumer is about so much more than just serving a consistent experience across mediums and devices. Companies need to realise what the customer craves. You should be able to contextually give customers relevant 'moments' delivered at the right time, with the right message and in the right channel - using the right analytics. This will assist in creating intrinsic value by better understanding the customer's viewpoint."
Visit the EI Web site on www.e-intelligence.com to find out more about how the company works.
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