In the past few years, this concept has driven integrated marketing services applications: provide an interface and let the individual marketer take care of their own marketing and marketing analysis. It was sold as a win-win, as the marketer had "more control;" and, it appeared cost effective since the marketer was also their own resource.
The funny thing is, a tool that seemed "easy to use" and provided the marketer with "endless" possibilities for program development and business intelligence often left users frustrated; since flexibility can easily equate to complexity. Most business people, regardless of their position, simply don't have the time to learn yet another tool to simply get a single report on how effect a marketing campaign was.
To me, it seems the focus for integrated marketing services needs to be on SERVICES - allowing a marketer to intelligently 1) select and target the right customers for campaigns using data intelligence (modeling and response analysis); 2) select the correct message, channel and frequency for individual campaigns and customers; and 3) leverage business intelligence tools to evaluate and continually improve ROI and provide value to their customers. However, marketers shouldn't have to do the legwork to make all of this happen.
Conclusive Marketing has an integrated marketing services platform underway which will provide all of these services to clients - it will be exciting to see the possibilities and opportunities that this platform will bring to our clients in the very near future.
The funny thing is, a tool that seemed "easy to use" and provided the marketer with "endless" possibilities for program development and business intelligence often left users frustrated; since flexibility can easily equate to complexity. Most business people, regardless of their position, simply don't have the time to learn yet another tool to simply get a single report on how effect a marketing campaign was.
To me, it seems the focus for integrated marketing services needs to be on SERVICES - allowing a marketer to intelligently 1) select and target the right customers for campaigns using data intelligence (modeling and response analysis); 2) select the correct message, channel and frequency for individual campaigns and customers; and 3) leverage business intelligence tools to evaluate and continually improve ROI and provide value to their customers. However, marketers shouldn't have to do the legwork to make all of this happen.
Conclusive Marketing has an integrated marketing services platform underway which will provide all of these services to clients - it will be exciting to see the possibilities and opportunities that this platform will bring to our clients in the very near future.
