News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Legacy Systems Give Way to Integrated Marketing
Shawn Naggiar, Chief Revenue Officer, Act-On Software / BtoB / September 4, 2013
Marketing has gotten exponentially more complicated, as online tactics progressively displace traditional media and new digital marketing channels keep surfacing. Today, you can choose among many individual applications to manage email, social media (in all its many flavors), webinars, SEO, PPC, website analytics, and visitor tracking. All of these tools generate useful engagement and behavioral data.
Here’s the rub: With multiple applications, you get disconnects across channels in your campaigns and messaging frequency, even in your branding. Using different technology applications to manage each channel is not just inefficient, but – worse – it leads to silos holding valuable data in incompatible formats. If you can’t reconcile your data, it’s impossible to get an accurate view of program performance or buying influences. Aside from this, the multiple applications create a layer of technical complexity which can become a marketer’s kryptonite – leaving them paralyzed, their creative superpowers weakened.