When you work within customer contact, data management and digital marketing it’s amazing just how noticeable instances of poor execution become. In a recent blog I explored a recent experience I had with a major cinema’s online ordering system and subsequent marketing.
Being a regular cinema goer I have an online account which I regularly use to book tickets. In this instance however after booking my tickets for the latest Bond film, Skyfall, I received a marketing message telling me that there were still tickets available at my local cinema. It led me to worry my order hadn’t been completed and with my professional hat on, clearly demonstrated poor integration between the ordering system and the marketing data.
Essentially the blog covers why it’s important for companies to use data correctly if they are going to collect it and highlights the confusion that can occur when different systems don’t speak to each other effectively. I’ve also included some of the key tips on how companies can make the most of integrating their customer data and marketing campaigns to achieve positive customer experiences.
Tagged 'integration' 
Experiences of Poor Integrated Marketing and Data
The Business End of Search Engine Marketing: Integration
The growing popularity of social media among marketers the past few years has exacerbated an issue I’ve been dealing with since 1996, when I optimized my first website. Essentially, each new revolution in technology brings a flood of developers, entrepreneurs and other non-marketing types into the realm of digital marketing. Unfortunately, this trend has only worsened with the buzz around mobile search and local search engine optimization (SEO).
As Web technology and marketing methodologies mature, there is a greater opportunity for fragmentation between creators of technology and marketers hungry to leverage the latest tools. Internal departments (sales, marketing, IT and operations) are becoming more siloed and competitive. External advertising, public relations, direct response and interactive agencies are fighting for the same marketing budget.
Like many marketing initiatives, search engine marketing integrates into all marketing disciplines and touches all internal teams in some manner. In order for businesses to have a strong bottom line, the top line has to support search engine marketing initiatives. By determining where and how search engine marketing impacts internal and external resources and activities, businesses can build a framework for success. Key elements are outlined below.
Branding
One of the most intangible and difficult to... Read more
