August 30, 2018
Drive your marketing strategy with platform integration
Your audience is distracted by the constant noise of the daily routine. Every moment of every day is filled with information that is loud, boisterous, and consuming. In the constant battle for attention, screaming ads and neon visuals saturate your audience’s gaze for the sole purpose of transforming that brief attention to sales conversions. The marketplace is thirsty for any sort of competitive advantage and, right or wrong, the loudest voice is typically the most common marketing instrument.
So how do you create consistency, boost your brand recognition, and prevent your story from becoming just another face in the crowd? A cohesive, well-organized approach to your marketing is the best way to achieve those goals. One that leverages the insights and power of integrated technology platforms to understand target consumer segments better, implement a personalized approach that speaks to individual affinities, and forms enduring bonds between the brand and customer.
Integrated Platforms Create Consistency
An integrated marketing platform is a streamlined technology solution that caters to every stage of the marketing process, from strategizing and design to implementation and metric analysis. It’s an end-to-end, one-stop-shop that maximizes efficiency and effectiveness through seamless integration of data, innovation, and thought. In simpler terms, think of an integrated platform as a car that carries all the stages of the marketing process in a single vehicle. That vehicle is tasked with transporting those marketing components along the customer’s journey to arrive at the same destination — an impactful, successful campaign. If each of those passengers were to take separate vehicles, the likelihood of latencies in the process dramatically increase.
Traditionally, marketers have relied on different components from independent vendors, each of which might have done a tremendous job at their specific tasks but, as is often the case with segmented technology, those components don’t communicate well with one another. In the digital landscape, where margins for error shrink by the day, those traditional models are prone to information silos and communication gaps — detours and potholes forming along the customer’s journey. Naturally, such inefficiencies don’t lend themselves to the flexibility and foresight demanded by a modern, digitally-driven campaign. The segmented, disparate components of those traditional marketing pipelines can lack the free-flowing data and ideas needed for an agile campaign that can pivot on a moment’s notice and continually gauge impact. Integrated platforms, however, afford brands that seamless marketing required to successfully engage the modern consumer, creating a smooth, consistent, unified approach to the entire breadth of a marketing campaign.
The Bigger Picture
While each stage of the marketing process — strategy, testing, bidding, distribution, metric analysis — benefit individually from an integrated platform by shared data and effective communication, it’s the bigger picture that gains the most impact. It’s not the loudest voice that will provide the most significant engagement, conversions, and ROI for an enterprise. Instead, it’s the personalized touch running throughout a brand’s message that forms connections with the audience. In fact, 71% of customers now prefer customized ads and campaigns that speak to their unique interests and passions.
An integrated marketing platform gives brands and agencies the tools needed to create and maintain that personalization. With so many audience segments, each with unique and widely-varying affinities, information silos can be the death knell for companies wanting to engage at the individual level. Thankfully, as powerful as the particular components of an integrated platform is with their designated responsibilities, the platforms themselves are greater than the sum of their parts. In such a crowded and competitive environment, use integrated technology to tell a compelling story rather than the loudest one. Your campaign ROI and bottom line will thank you.