Advantages of Creating an Integrated Marketing Database for Your Business
Filed under: Data Cleansing and Enhancement, Direct Marketing, Email Marketing, General Marketing, Marketing Technology Solutions, Uncategorized
Integrated marketing is creating growing complications for most businesses to manage their customer data. Customer Email data management requirements for opt-outs and bounces are often difficult to maintain, and creating intelligent landing pages for customers to provide you with updated customer data adds yet another level of complexity.
In our opinion, one of the easiest ways for organizations to address these new complexities is to create a replicated marketing database driven from your enterprise customer data management tools.  Rather than trying to make your enterprise tools something that they are typically not meant to be, creating a replicated marketing database provides the security and fully functioning marketing features for integrated electronic and traditional communications to your customer base.Â
While you may be concerned about costs, we find that this approach provides significant advantages:
- Typically costs much less than trying to customize your own enterprise system
- Can be launched much quicker and with less hassle than changes to your own system.Â
- Immediately offers more features (i.e. Landing pages for customer email and general updates, customer preference centers, activity reporting, demographically enhanced customer data) that would require even more costs and development time if done internally
Given the growing demands for integrated marketing communications, you are likely looking at this area if you haven’t already set a strategy for your organization. We recommend that you consider this approach when you do.
Feel free to give us a call to discuss options in this area, or listen to our recent webinar How Changing Communications Trends Drive Integrated Marketing ROI for more concrete Direct Marketing Association facts in this area. You will also find an overview of ICS’s Integrated Communications Platform (ICP) which may be consideration for your business as well.
