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Connected Marketing - Make Your Marketing Strategies Work Together


Digital commerce has provided people with a lifeline, a safety net, and even entertainment, but it hasn't always been a positive experience.

Organizations have been worried about things like rising customer expectations, problems with the supply chain, and a growing sense of customer boredom caused by digital revolutions that make customer experiences very similar to those of competitors.

Forward-thinking businesses are adopting a new strategy to overcome these obstacles rather than implementing new ideas and solutions piecemeal.

With connected marketing, CMOs can link data from all over their business to get a better view of real-time, hyper-personalized customer journeys and allow for ongoing optimization.

What Exactly Is Connected Marketing, And What Motivates It?

COPYRIGHT_MARX: Published on https://marxcommunications.com/connected-marketing/ by Keith Peterson on 2022-08-31T03:22:05.910Z

Connected marketing, also called holistic marketing or integrated marketing, is a fairly new way of thinking about how marketers try to adapt to a rapidly changing technical and social environment.

It is a framework made to provide customers with omnichannel experiences.

To provide a seamless customer experience, omnichannel marketing connects desktop, mobile, in-store, and other channels.

By delivering more personalized information in real-time across channels and at scale throughout the customer journey.

Connected marketing enables brands to differentiate those experiences regardless of where the customer is in their journey.

In a more difficult and competitive environment, connected marketing helps a company's marketing work better and be more efficient.

In our view, four disruptive forces are responsible for this complexity.

Connected Marketing Manifesto Video

How Come It's Important?

Internet platforms and online social media are now numerous.

It would take too much time, be ineffective, and be unnecessary to develop a marketing strategy for each venue separately.

Connected marketing entails simultaneously contacting clients in a variety of methods.

A lot of businesses run effective social media marketing campaigns. Some people have amazing websites.

Other companies excel at using conventional marketing strategies like TV or print advertisements.

Few businesses are exceptional at all of these.

A company can gain from an effective connected marketing approach in a variety of ways.


Consistency is a connected marketing benefit.

A consistent marketing strategy creates a distinct image of your brand.

Shared Objectives:

Connected marketing brings together several departments within an enterprise.

Strong and consistent business image is built on a comprehensive strategy.

Results That Are Effective

Connected marketing uses all of your resources and talent in the most effective way possible.

Your marketing efforts will yield the best results if you do this.

What Is A CMO?

A "chief marketing officer" (CMO) is a C-level corporate executive who is in charge of everything a company does to create, spread, and deliver offerings that are valuable to clients, customers, or business partners.

The main responsibility of a CMO is to assist growth and boost sales by creating a complete marketing strategy that will boost brand recognition and provide the company with a competitive edge.

CMOs must be great leaders who speak up for customers throughout the organization if they want to achieve their own goals and have a positive effect on how the public sees their companies.

Most chief marketing officers (CMOs) have advanced degrees in both business and marketing and report to the CEO or COO.

The title of chief marketing technologist may also be used by a CMO with significant experience in information technology (CMT).

But in some larger companies, these two jobs are separate, and the CMT reports directly to the CMO.

What Is Connected Data?

The representation, use, and persistence of relationships between data pieces are all examples of connected data.

In this case, it's important to keep track of the relationship throughout time rather than only creating it once, as could be the case with a JOIN table in a relational database management system (RDBMS).

Data metrics analysis in a laptop
Data metrics analysis in a laptop

What Does "connecting Your Marketing Operations" Mean?

Numerous internal and external stakeholders participate in the planning, development, approval, execution, and reporting of marketing and advertising efforts for each new campaign endeavor.

Campaigns are planned by marketing leaders; creative teams develop ideas for those plans; approval processes are in place to assure compliance.

Processes are followed for execution; and reporting is done to show whether the activity was successful.

Unification entails bringing together all of these groups, people, and operations on a single, integrated platform.

Setting up unified, end-to-end workflows for planning, execution, and analysis across the whole marketing lifecycle on a single platform.

This will give your teams a single experience, cut down on duplicate work, and improve visibility across geographies and teams.

Associated Marketing Risks.

Your marketing operations are ineffective when marketing teams don't know where assets are held, when they can't expand the execution of their campaigns.

Your teams will become inefficient, slow down, and cost your company money if they use numerous disconnected point solutions.

How Does It Function?

A connected marketing strategy focuses on utilizing data in a variety of ways. Many other gadgets, such as smart phones, desktop computers, and even TVs, are included in these touch points.

Text, images, and video would also be included, in addition to other gadgets.

All of these venues and platforms would interact with one another as part of a connected marketing plan to provide a fluid and effective marketing approach.

When your company's employees come together to function as a cohesive team, you are putting link marketing into practice.

A connected marketing strategy, according to Simplilearn, begins with the content. Excellent content should be a part of your email, mobile, and social media strategies.

You can define and accomplish particular marketing goals by utilizing data and analytics.

The thread that binds the various moving pieces together is the tracking and comprehension of data.

You'll be fully aware of the type of material that each platform prefers.

Your marketing approach can be modified and readjusted with the use of solid data.

Important Components Of Connected Marketing

Implementation, complete consumer data is the foundation of effective link marketing.

Organizations can learn from this data that their customers' desire to engage with their brand.


Data-driven brand management harmonizes appearance and meaning across all brand interactions with customers.


Responsiveness is the next component.

To stay on top of changing customer experiences and customer engagement goals, the marketing organization needs to promote smooth, purpose-driven, cross-functional collaboration between the internal marketing department, other departments, and agency partners.

The next connected marketing component is Martech, which can integrate, unify, and deliver customer data to team members and employees across the company in real-time if the correct data and responsive teams are in place.

For instance, the marketing division has to gather information on engagement, conversions, and other pertinent KPIs.


The support department, on the other hand, uses customer histories to deliver individualized care and upsell chances, or it instantly offers a personalized next best offer or next best action.

With the data it receives regarding usage and client input, the product team may assist in iterating and innovating.

Effective customer activation is built on a foundation of consistent data, responsive personnel, and marketing automation.

For optimum impact, brand-consistent content that is adapted to the needs of the client at each point of their journey is continuously distributed and optimized.


Emotional relationships are a crucial component of link marketing.

A consumer's emotional response to an advertisement has been shown to have a greater influence on their purchasing decisions than the advertisement's actual content.

Successful brands focus on establishing an instant emotional bond with customers.

  • Through storytelling across media, the marketing department should establish this emotional connection.
  • The continuous creation of pertinent marketing material based on data analysis and feedback on client engagement and impact.


Content may include instructive materials like webinars and downloadable buyers' guides, whitepapers, entertaining social media videos, and compelling 3-D product experiences, depending on the business, their target audience, and their voice.

It may also incorporate additional material in order to reach the customer where they are and provide them with what they want.

The connected data system should get information about how well content is doing so that the content program can be constantly looked at and made better to better serve customers.

Laptop and macbook over a wooden desk
Laptop and macbook over a wooden desk

The Benefits Of Integrated Marketing

Customers have benefited from the move to digital commerce since the pandemic's beginning.

However, having fragmented experience and inadequate knowledge can also be frustrating.

For instance, due to supply-chain challenges and product shortages, shopping can be difficult right now.

Brands will lose 50% of revenue on backordered items unless they make up for it with superior customer experience as customers rush to get what they need.

One of the reasons consumers will gravitate to uplifting, appealing products and experiences that give relief from the ongoing uncertainty is that many customers are also tired of making decisions.

Connected Marketing makes it simpler for clients to make decisions they are comfortable with by providing them with specifically tailored experiences.

The capabilities provided by connected marketing enable CMOs to break down data silos within and across organizations.

Connected marketing technology makes it possible to precisely observe the whole customer journey by integrating customer data.

It also lets the digital brand experience be changed in real time to improve conversions and return on investment.

Initiatives in connected marketing also help marketers make campaigns that do a better job of helping the company reach its goals.

To create a more consistent and appropriately tailored client experience across dozens of its brands in more than 50 markets, one beauty firm, for instance, deployed cloud technologies.

As a result, brand consistency went up, which led to a 23% rise in income.

Because connected marketing necessitates data unification and visibility, the entire company, not just the marketing department, may gain from it.

When leaders from all departments can see the customer journey and relevant data, it's easier to come up with a single strategy for all departments.

Through consistently outstanding and seamless experiences, this strategy can increase operational efficiency, disclose more income potential, swiftly pinpoint areas that need improvement, and win consumers' loyalty.

Since connected data has so many benefits, it's not surprising that insights-driven organizations will do three times better than their competitors in the next year.

The Best Ways To Use Connected Marketing

The most important parts of a successful connected marketing program are getting data out of lakes, putting it in the right order, and figuring out what it means.

However, developing a program of this nature requires more than just implementing new technologies.

A strategy for change management, communication, training, and technology integration is needed for connected marketing development.

Some of the most common problems with connected marketing can be fixed by making sure that everyone in the company is on board with the new program.

Firms must first find the right partners to help them make the transition to connected marketing.

A cloud-based one-to-one personalization program that works across all channels, touchpoints, and steps in the customer journey may be something that only the biggest companies can do.

A good partner will have experience integrating the organization's legacy infrastructure with the right cloud technologies.

This will help you get the marketing capabilities you want.

Next, for any new project to be successful, executive support and managerial commitment can help get through the typical resistance to change that many firms have.

Remember that employees frequently experience the same kind of exhaustion as customers as a result of nearly two years of uncertainty and quick change.

Connected Marketing Program And Starting With Quick Wins

Getting data out of legacy programs and data silos so that all departments can see the same data is another difficulty.

To do this, the data is usually sent to the cloud, which has more space for storage and more computing power than many older software programs.

Cloud technology, compared to internal software systems, has benefits in terms of cost and security, in addition to enhanced data visibility.

When combined with AI and ML, cloud-based data management solutions make it possible to learn about customer behavior in ways that would not be possible on a large scale without them.

Organizations can treat their customers as unique people and create experiences for them, even on a large scale, if they start planning now to find a technology partner with expertise in connected marketing.

Get the whole company on board with the move to connected marketing, and gather all the data they need.

Laptop With Data Analysis for marketing app
Laptop With Data Analysis for marketing app

People Also Ask

What Are The 4 I's Of Internet Marketing?

Lead generation, lead capture, and lead nurturing are the three most important parts of digital marketing.

What Is Interactive Marketing?

All decisions about digital media should be based on the new basic criteria of identity, interoperability, insight, and incrementality.

What Is The 3 Major Part Of Digital Marketing?

The focus of interactive marketing is on the unique behaviors of each individual consumer and prospect.

Interactive marketing is very different from traditional marketing strategies that are based on campaigns, because it is based on the actions and preferences of consumers.


The planning and execution of a connected marketing strategy can be challenging.

The outcomes, nevertheless, make the time and money spent worthwhile.

Connected marketing is a strategy that CMOs and businesses should take into consideration right away if they want to differentiate their digital experiences, boost consumer engagement and loyalty, and promote growth.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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