Integrated Business Processes

MCAworks Opinion

The entire Business and Marketing community has heard the hue and cry: “the end of marketing as we know it”, “the abject failure of marketing,” “searching for the new marketing equation, now that traditional vehicles no longer work”. But what is this really about?

It’s actually about demand for change in the philosophy of managing the marketing business process, to one better fitting— and more integrated with—the way the rest of business thinks:

• From a loose collaboration of “best efforts” at achieving “probabilities” of exposure to target across various advertising, promotion, and distribution vehicles (like classic Reach/Frequency/GRP and promotion redemption estimates)
   
• To much more process and metric-based application of ever more addressable stimulus to unique targets—one customer at a time.

With the growing ability to map, measure and access consumers and their behaviors—particularly when based on—and applied via the digital tools now emerging, Marketers are finding increased opportunities to link and integrate the inputs and outputs of the various marketing tools. In addition, Marketers are finding increased opportunities to better link Marketing with other business elements and processes, and achieve substantially improved overall business performance, reduced cost, and higher returns.

Should you be interested in exploring the means to take your marketing and business process to the next level, we’d love to explore your issues and needs, and might suggest from among a host of proven tools:

• A Marketing Audit
   
• Best Practices Exploratory
   
• Marketing Process Mapping
   
• “Moments of Truth” Assessments
   
• Target Segment Buying Decision Mapping
   
• Marketing Applications of Web and Wireless Tools, or
   
• Integrated Addressable Marketing

Just give us a call at 203.256.9944, ext 11.

Contact John Hawkins for more information.