At its core, data-driven marketing centers on one thing and one thing only: propelling value by engaging customers more effectively. That may sound straightforward at first, but I can assure you, the task is anything but simple, and it’s becoming more and more complex every day. Digital disruption is throwing the physical world of processes and goods into disorder and yet, customers are more empowered -and more demanding -than ever before. What can you do to embrace the five steps of data-driven marketing and regain control of today’s complex digital marketing environment?
Adopt an integrated marketing management (IMM) approach. IMM focuses on simplifying the complexity of data, processes, interaction channels and insights, and it will transform your internal and external marketing processes. How? By providing the tools you need to not only streamline internal workflow, but also to interact with customers and prospects in innovative and personalized ways across an ever-widening array of channels and platforms. In other words, IMM enables you to maintain a steady focus on the customer while taking advantage of 21st century marketing technology.