Here’s a scary thought: According to the 2018 report by CMO Survey, less than half (42%) of CMO’s said they use marketing analytics for decision making.
Conducting a data-driven marketing strategy is a lot like a finely tuned orchestra – that’s what the concept of campaign “orchestration” is about. You can’t run digital ads with one strategy and email with another or add forms to your website, never consult customer data and hope it all aligns. Think about it – imagine yourself as the conductor of a symphony; you need all the musicians to understand their role in the orchestra and to play their part well to create beautiful music. Similarly, your strategy needs to be data-driven, integrated, and finely tuned to get a standing ovation. Marketing affects an entire organization; despite divisions or functions playing separate instruments, all musicians must play in unison. Do you have this level of harmony at your organization?
Hundreds of talented, intelligent, and driven marketing teams understand the direction they want their brand or organization to go but often fall flat as they lack the orchestration of a strategy to get there. Often, these teams will build a top-level plan and jump right into developing content to use in activation, thinking they are pushing their brand in the right direction, but they are lacking the data and integrated strategy behind their planning and execution, making their final campaign a bit out of tune. Plans and execution are critical components of a strategy, but the quality of thought, data to truly understand the customer and industry, and the orchestration behind those plans are the key components that many marketers miss.
When marketing strategies or campaigns are run haphazardly, teams witness minimal performance and no to low ROI. This would be like trying to conduct an orchestra without the correct music sheets or thinking through how the instruments relate to one another and most importantly to the audience. This error can manifest itself in many ways, such as targeting the wrong customer, dumping an ad budget into platforms your team doesn’t understand (or worse, that your target audience doesn’t use), running a campaign based on insignificant goals that have little-to-no long-term payoffs or utilizing insufficient data which lacks proof of ROI.
Strategy, in its simplest form, is a combination of thought and action based upon data that achieves a goal. Step number one to any successful campaign is to truly understand your customer and how that customer interacts with your brand and category. This is where data and customer journey mapping play a critical role. For example, if a symphony needed to improve annual ticket sales, their marketing team would need to segment their audience by identifying specific groups of potential ticket buyers using attributes such as music preference, rather than envisioning an average ticket holder. Once you understand the segments you want to target and the customer’s ‘journey’ or touchpoints with your brand, you can use that information to build a strong multi-channel orchestration that translates to measurable goals.
At ENPOINTE we use a process we call End-to-End Marketing Strategy in which a marketer orchestrates each step of a campaign so you can strategically and seamlessly reach, engage, and convert customers. It starts with the act of translating overall business goals into specific, measurable key performance indicators (KPI’s), followed by collecting and understanding customer data. It is not enough to say your campaign should “increase webpage traffic” – marketing teams need to quantify their goals by asking themselves questions: Who represents the demographic you’re trying to reach? What are their preferred communication channels? What motivates them to make purchasing decisions? What activities will impact growth goals (both short- and long-term)? What activities are forecasted to have the best chance of success? Using data to understand the end customer and setting goals that will both resonate with the customer and achieve ROI sets a campaign up for success.
Once you understand your target audience, you can build different personas (or profiles that define the ideal customer) so you can deliver more targeted and valuable messaging for them and then build a customized roadmap of each unique touchpoint. Following a process such as this controls the customer experiences with your brand throughout all touchpoints to ensure you are not missing out on the chance to interact at any point of the buyer’s journey.
Orchestrating each step is coupled with the continuous evaluation and optimization of the campaign based upon your predetermined KPI’s. The use of data doesn’t stop at the front end of building a campaign. You should obsessively quantify your goals throughout the entirety of your campaign, constantly allowing for optimization that will help your campaign get the best rhythm (and results!). Let’s imagine again you are that orchestra conductor. Even though each member of your symphony may know the music very well, it is a whole different level to play the music well together – they will have to practice repeatedly until they get it just right. Constant optimization will allow you to refine your campaign and accurately track and measure throughout its lifetime to make the right data-driven decisions so you can definitively prove ROI and use the final data to inform new strategies or campaigns.
Learn more about End-to-End Marketing and how to orchestrate the right combination of activation methods while optimizing to maximize results.
Insights and data are used for understanding what will resonate with your audience, providing insights on how to create an effective campaign. Data gives you the ability to measure and analyze your campaign’s progress, but most importantly, it can be used to make decisions that will make the most impact on your campaign and prove ROI.
We can support this portion of the end-to-end marketing strategy through surveys, focus groups, market analysis, audience segmentation, audience persona, company metric analysis, and more.
Strategy, as stated above, is the key ingredient to a successful campaign. It allows you to translate marketing and overall business goals into measurable key performance indicators for your campaign and provides the foundation for growth.
We can support this portion of the end-to-end marketing approach through brand strategy, brand positioning, customer journey mapping, go-to-market strategy, lead generation, channel management, new product launches, new market launches, digital, print, or data activation strategy, and more.
Content, an obvious step in your strategy, works as the bridge between brands and your customers. It answers questions, builds trust, develops relationships, improves conversions and helps with lead generation. Content is proven to be most successfully developed when you have the foundation of insights, data, and strategy to base it upon.
We can support this portion of the end-to-end marketing strategy through brand identity, brand creative, design services, blog articles, white papers, video, animation, podcast, infographics, custom events, and more.
Activation is the vehicle in which you drive your content and strategy, creating the connection between a customer and brand. You are “activating” your brand value into your target consumers’ awareness.
We can support this portion of the end-to-end marketing strategy through audience targeting and curation, social media strategy, social media content, influencer marketing, social media management, website design, user experience testing, website development, website hosting and maintenance, marketing automation integrated digital campaigns (including ads, messaging, email, SMS, and multi-format programmatic ads), print technology (data processing, intelligent direct mail, customized end-to-end print solutions, best-in-class warehousing and delivery, a full suite of digital sheetfed and variable web printing, conventional sheetfed and web printing), promotional, and more.
KPI results and measurement, as stated above, is translating marketing and overall business goals into measurable key performance indicators – thus ensuring your campaign has positive long-term results if you followed your end-to-end strategy. It is crucial at this point to report on your data to see where your campaign needs further optimization for additional success in future campaigns.
We can support this portion of the end-to-end marketing strategy through data analysis and reporting.
You have a direction. We have the means to get you there. We build data-driven strategies that dare to cut through the boundaries and drive results. We don’t break the rules. We make them. We launch brands, increase sales, drive customers to engage, broaden awareness and generate leads — solving business problems every day.
If you are interested in leading boldly through our holistic end-to-end approach to marketing for your brand, reach out to the ENPOINTE agency today. Whether you need us for the entirety of a campaign, or just to plug into key portions where your teams could lack the assets or experience, our versatile team can support you – wherever you need us, as we understand how crucial each part of your strategy is.
Sources(s): CMO Survey