Marketers rely on data for just about every function of their jobs. Digital marketing's evolution has led most marketing organizations to rely on various marketing tools and technology in order to understand who their customer is and what they want. But that crucial customer data is often spread between disparate tools and systems within a company — from CRM systems like Salesforce, to marketing automation like Marketo, to reporting tools like Google Analytics. While each of these tools are important on their own — capturing unique sets of data about your company, customers and their unique relationship with your website or brand — they can also create silos.
Depending on their job function, marketers may only use a few of the many marketing tools on a regular basis, giving them a limited view of the customer. If we connected all of that useful data into one place, marketers would have the opportunity to discover more meaningful trends and insights about their customers and the success of different campaigns and strategies. With that, the entire company would function as a more cohesive unit and deliver better, more valuable information to customers and to internal teams.
What is Open Marketing?
The best way to break down silos within your marketing organization is by taking an open marketing approach. Based on the same principles of open source software, open marketing allows for easier integration between different marketing technologies. This gives marketers the opportunity to assemble their own marketing tech stack comprised of what systems work best for their business, from proven best-in-class tools to emerging technologies from startups. With open marketing, because these systems are easily connected, data can flow between them, giving each tool a more complete view of all customer data captured by your marketing organization.
Connect the Data Points
Adopting this open strategy can have a huge impact on your teams. Customers today interact with companies across various channels: on your website, on social media, via email, etc. And they connect with your brand everywhere — computers, mobile devices, call centers or brick-and-mortar locations. What’s more, customers expect every one of these experiences to be tailored to their specifics wants and needs.
With open marketing, you can collect and connect every data point about each of those interactions. From there, you can look at a more holistic profile of each customer and determine what content, experience and offers are most useful to that person at different points in her customer journey. This shared data provides the foundation for improving your personalization efforts: delivering useful articles, offers, and/or recommendations that take into account all of your customer’s real time and historical interactions. These hyper-personalized experiences are the new normal, and customers expect brands to deliver quality content that provides them with the most value. Open marketing can help us get there.
Quickly Adapt and Deploy New Technologies
Open marketing will also help your organization quickly adapt to industry shifts and deploy new technologies as necessary. It’s extremely important because, as we know, being innovative is no longer an option for marketers, it’s a necessity.
We're in an incredible period of innovation, where entire categories of products and services are being killed by new digital-native approaches. For example, apps like Venmo and Cash came seemingly from out of nowhere to disrupt the financial services industry and give traditional banking institutions a run for their money (pun intended) in the mobile space. An open approach gives you the freedom to use the tools you want — old, new or anything that might be developed in the future — to meet the demands of digital, drive your business and keep your customers happy. Your technology infrastructure will integrate with almost any and all marketing tools, applications, programs or software created and help you take advantage of the latest and greatest platforms.
From gathering better insights about your customers, to growing your technology toolkit with solutions developed for the newest marketing platforms, open marketing is about balancing strategy with flexibility. Today’s marketers must adopt open marketing practices to break down the silos within their marketing tools and survive in the world of data driven marketing.