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Joining the dots to a unified digital marketing platform

By Marcus Lambert

In an era where such a high value is placed on “connectivity,” it’s remarkable how many companies still fail to connect their digital marketing platforms because of adherence to some outmoded way of doing business.

Diagram image explaining how to connect the dots to a unified digital marketing platform

If your company is publishing a blog, maintaining an active social media presence, emailing customers and prospects a regular newsletter, and producing other marketing content, what steps are you taking to make sure that all of these different modes of outreach are working in concert to maximise their effectiveness?

How do you ensure that you’re not letting valuable insights fall through the cracks, or botching the delivery of key messages because you don’t understand how best to reach specific customers? How are you measuring the impact and efficacy of cross-platform campaigns you’ve already run?

In order to reach that point where you can truly run a state-of-the-art data-driven marketing campaign, you will need to make sure that all of your marketing platforms are working together. Only then will you be able to capture, harness, and leverage the most valuable customer data. Stop running each platform out of its own separate silo and take the next step.

One obvious advantage to linking up all of your digital platforms is it’s essential to have consistency and harmony in your message, no matter how you’re getting it out there. But an even more vital reason for connecting your disparate platforms is this: Your business needs to be able to gather and harness the relevant data you gather from customer interactions, and then put it to good use. There’s no good way to do that when every platform is working in isolation.

The potential customer who follows you on Twitter is the same potential customer who receives your emails. So why would you want to cordon off data you gather on them in one platform from the other? It is, after all, the same person. Put that data to maximum use.

Imagine if you could leverage what you know about a user’s social media habits combined with what you know about which emails they open, which links they click, and so on. Cross-connecting your various marketing platforms allows you to fill in the gaps and create a much fuller portrait of your prospects, your clients, and your fans.

Develop a digital strategy where all currents of data flow toward the same lake: a centralised database where all information gleaned from your marketing efforts can converge and become most useful to your business.

Businesses that wish to aggressively develop their marketing strategy need a state-of-the-art solution that unifies the various platforms and channels and then measures and stores the mountains of data that they gather from those newly connected avenues. Such a solution needs to be able to sort the valuable data from the noise and organise it in a form that allows you to cull the most essential and valuable insights.

Not only will you learn things about your clients that were previously unseen; you will have a much fuller sense of which marketing strategies have been deployed most effectively. You will be able to see — with unparalleled granular detail — which campaigns have been successful with which demographics, across which platforms, and according to a myriad of other factors.

In short, ensuring that your digital marketing platforms are connected can bear fruit not only for what you learn about your customers, but for what you can learn about your own campaign techniques and can provide useful insights on improving and honing them in the future.

There is no good reason why each marketing platform should be working in isolation, serving as a point of contact with customers and gathering data in its own remote silo. Businesses need to get to the point where they can run a truly modern data-driven marketing operation, and to do that, you need to connect the dots.

You shouldn’t be playing a series of individual instruments — you should be playing a well conducted orchestra that plays one song for maximum effect.

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