A good online marketing strategy has many different components. But the internet is a fast paced and ever-morphing place. Like Ferris Bueller said, it "moves pretty fast. If you don't stop and look around once in a while, you could miss it." So the tactics you use to carry out your marketing campaigns need to be agile and responsive in order to be effective. And integrating all your marketing data is a key to that agility and responsiveness.
What Integrating Marketing Data Gives You:
1. Convenience and Simplicity
Integrating marketing data allows you to conveniently and regularly monitor and track the various aspects of your marketing campaigns, as well as the overall results. When you have various feeds coming in, you need a centralized place to see how they are all working individually and together. Many companies have all sorts of great data coming in but they do not make compiling and evaluating it a priority. No one has the time or patience to log in to multiple sources or skim through email reports to piece together a snapshot for various campaigns. Integrating data from things like Google Analytics, Adwords, email, sales leads, phone tracking, social media, reputation management and SEO efforts allows you and your team to conveniently and easily know what tasks are being done and the results via one centralized hub.
2. Sharing of Information
Your employees have to work with one another in order to be effective. Likewise, your marketing data needs to work together to give you the best results. When your marketing data is not integrated, you have to rely on someone to do something with each report from various data sources. We already covered the fact that no one has time to do that, so sharing that data moves even lower on the priority list. Integrating that data allows your team to access the most current information immediately. And it assures they are armed with the full picture on the various aspects of campaigns. That means, for example, that your sales team and marketing team can work in concert when they send targeted emails or reach out to the right group of prospective clients. Your sales team knows what marketing materials were sent out; your marketing team knows which aspects of campaigns are best suited for certain targets. Your social media team can immediately respond to customer service complaints from reputation management data. With integrated marketing data, your entire team can more effectively target and nurture leads, as well as manage existing clients.
3. Ability to Act Quickly
The internet thrust marketing into a world of real-time reality. You have to be on top of not only crisis management issues that pop up, but trends and changes in your and your clients’ industries. If you don’t have a handle on your data, you can’t adjust and respond quickly. You don’t know what is and isn’t working so won’t know when you should adjust campaigns for a better ROI. And before you know it, the train will have left the station without you. By integrating marketing data, you have one information hub through which to monitor everything. This convenience assures that you always know what is going on and can act immediately when needed. Integrating marketing data allows your team to be more efficient, effective, responsive and agile.