An Integrated Marketing System


Many organizations focus on individual media and technology platforms rather than approaching marketing as a whole. They concentrate on silos, instead. The truth is, marketing is a system — an interconnecting network of small components, where individual marketing elements work together in unison. Here are some of the benefits of approaching marketing as a system.

Working in silos could result in duplicated data and errors. This is because data is spread across several locations, making it difficult to pull and analyze.

“Silo marketing can reduce the efficiency of a company’s communications,” says The Houston Chronicle. “Sheer volume leaves each channel competing for consumers’ attention. Thus, the impact of each channel’s message drowns in the collective roar.

A marketing system, on the other hand, gets more powerful over time. This system collects valuable real-time data that you can use to improve engagement and execute your workflows.

Why Marketing is More Interconnected Than You Think

Different marketing methods serve different purposes, but they are all part of something much bigger. Individual marketing elements should work in harmony to achieve a common goal. A marketing system combines all of these individual elements and provides organizations with actionable insights into their customers, and campaigns. It utilizes technology, data, and automation to execute these insights flawlessly.

A marketing system will introduce controls, workflows, procedures, and key performance indicators to your organization. It will enable the organization to scale and make sure all of the stakeholders within the organization are on the same page. Using the latest marketing technology, this system will also improve collaboration across different departments. There will be one centralized system, not several individual silos.

“Centralized data is easier for teams to work with,” says Data Science Central. “All of the authorized people have access, and the data is readily available and can be updated and changed as needed. It makes the whole collaboration process so much smoother.”

Linear workflows are no longer thought as the rule but rather as the exception, is simply not the way consumers behave. As technology evolves, marketing is becoming increasingly interconnected. Approaching marketing as a system will enhance sales and revenue, increase consumer trust and help track customers at all the different touchpoints.

System Levers

Levers are crucial components of a big marketing system. Unlike silos, levers provide a marketing system with agility.

Organizations use levers to fuel their campaigns and get insights into their customers in real time. These metrics provide organizations with valuable intelligence for solving problems and forecasting future trends. You can discover what your customers really think about you at various points in the sales pipeline, for example, and collect data from a range of sources for more detailed insights.

A Single Source of Data

A marketing system provides a single source where data is reliable and consistent, which improves transparency, accuracy, and business intelligence. This system will continue to evolve — it constantly captures and analyzes data, which makes insights more accurate over time. Machine learning and artificial intelligence (AI) facilitate this process even further.

But what can you do with all this data? A data-driven marketing system, among other things, will help do the following:

  • Harness your existing business data: Utilize the existing data in your organization for better personalization and engagement, which will fuel your future campaigns.
  • Deploy marketing solutions throughout the customer journey: With a centralized marketing system, you can deploy marketing solutions at every stage of the customer journey. This can maximize your ROI.

Here are some of the benefits of a marketing system:

  • Proper attribution: A marketing system provides you with greater insights, so you can attribute value to your campaigns. Find out which campaign elements make the most impact, for example.
  • More visibility and control: A marketing system and its levers let you navigate your market in real time. You have greater control and more visibility into your marketing campaigns.
  • Turn your insights into money: A marketing system provides you with insights that you can use to increase revenue, boost sales and save money in your organization.

Here at One12th, we build Systems of Engagement, Systems of Intelligence and Systems of Record. We’ll be happy to discuss how a systems approach can benefit your organization. Schedule a call to talk to one of our Marketing Systems Specialists today. 

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