Why Integrated Systems are Key to Strategic Marketing Growth
If you want to grow you need to put together a strategy, and integrated systems should be the underlying network you build that strategy with. Without integrated systems, even evaluating your current performance is difficult and inaccurate.
To start with, you’ll want to have some baseline knowledge about your weaknesses and strengths, where changes will have the most impact on revenue, and what marketing aspects will be the least expensive to adjust. This will help you develop and prioritise a growth strategy based on realistic and attainable goals. It will also help you recognise what’s performing well and doesn’t need to be changed.
To get a baseline assessment, you need to be able to view and compare data across multiple systems. It takes extra time to gather your analytics within several different programs and if those systems aren’t connected, how can you directly compare your results in each? By integrating all your tools together, you can share and access valuable data from different areas and you know that your knowledge of every customer is translating from each origin point into one central profile of their actions, which enables more relevant messaging on an individual level.
Integrated systems mirror collaborative teams. Most teams are formed of employees with different skillsets and unique strengths. Integrated systems create a similar sort of team out of your software. By connecting different tools together, you can harness the strengths of each without compromising their performance or complicating the original interface.
Want to learn more? Learn about 3 ways marketing measurements can be misleading here.