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Spend any time in the world of automated marketing, and you’re bound to come across the term enterprise marketing management. What really makes EMMPs so valuable is the way that they integrate these diverse marketing, sales, technological, creative, and procurement solutions in a single, centralized platform.
With an EMMP, a marketing team can execute multi-touch campaigns while its sales force updates collateral as its procurement department tracks shipments while its finance staff generates instant invoices … all on the same platform.
Here at our company, when clients come to us, they already know what it is they want to accomplish – higher conversion rates, a branded content management system, a dynamic marketing campaign, etc. EarthIntegrateEarthintegrate is a leading provider of marketing technology with their relationship marketing platform, Pando.
Marketing managers must focus on three major drivers of change — digital, global networks and broad data — and adjust their marketing strategies to remain competitive. Strategic Marketing Management integrates the changing roles of the consumer networks, digital technologies and analysis of emerging data into the fabric of management and the entire enterprise.  The interaction of the three drivers of change determine their goals, strategy and Key Performance Indicators (KPIs. From the technology perspective, companies often buy into software that will help to achieve their business goals. The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). The Business Strategy perspective has most in common with many of the lessons and topics contained on this website, and indeed within the field of marketing itself. Customer Relationship Management is the establishment, development, maintenance and optimisation of long-term mutually valuable relationships between consumers and organisations. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.
An ongoing challenge for small businesses is tackling projects that will help your business grow.
Where many solutions provide individual tools to address specific ventures of a business (think digital file repositories or inventory management systems), an EMMP integrates each and every element of a company’s day-to-day operations so they work together in a smarter, more efficient kind of harmony.
From lead generation to conversions to the closing sale, EMMPs unify and streamline each step of the marketing lifecycle so that all elements work in concert. It’s our job to help them architect the right solutions to achieve these goals, and EMMPs represent an innovative way to bring them together. Develop an Integrated Digital Marketing Strategy: Integrated Marketing Communications (IMC) refers to integrating core marketing concepts with traditional, online and social media to effectively connect with target markets.

Understand Consumer Empowerment:  Managers need to leverage the new power of consumers by gathering research data, gaining input on brand, pricing and distribution, and prioritizing customer service.
Build a Powerful, Responsive Brand:  Brands need to respond to consumers and generate value to their social communities.
Monitor the Digital Footprint: Listening to feedback and using social tools to monitor company “chatter” and social performance are the basis for responsive strategies.
Evaluate the Digital ROI: Digital ROI helps brands analyze the performance of different marketing tools in achieving company goals.
Design a Strategic Marketing Plan:  Management needs to design a comprehensive strategy that imposes order on the chaos and addresses changes in the marketplace. Demonstrate the Value of the Social Enterprise: Executive teams need to integrate the transforming power of digital marketing to generate innovation and collaboration throughout the organization (IT, marketing, human relations, operations, finance, customer service) to insure market position and growth. If you are undertaking higher-level academic work you need to clarify with your tutor, the nature of his or her preferred model.
For many, CRM is far more than a new software package, the renaming of traditional customer services, or an IT-based customer management system to support sales people. However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. In essence, it’s a one-stop solution that addresses the unique needs of each arm of a business. Get to the root of relationship marketing through improved sales enablement and enhanced marketing automation with Pando.
Rather, it is an all-encompassing paradigm shift, and as such, demands a fundamental shift in thinking.
Integrated Digital Marketing builds on IMC by weaving the drivers of change (digital, global and broad data) into a more comprehensive and responsive strategy. With the explosion of the Internet, social and mobile, consumers are working into their roles as product reviewers, sources of trusted information, product advocates and brand champions. Managers need to expand their thinking to encompass Broad Data or the collecting and leveraging of appropriate levels of data related to the company’s size and goals. Alerts, analytics and social mentions provide executive teams with real-time insights into their organization’s digital footprint and guide timely adjustments.
The plan must continuously gather and incorporate target audience data to build the digital brand presence, integrate traditional and digital tactics, and achieve key performance indicators.

However, IT is vital since it underpins CRM, and has the payoffs associated with modern technology, such as speed, ease of use, power and memory, and so on. Our model contains three key phases – customer acquisition, customer retention and customer extention, and three contextual factors – marketing orientation, value creation and innovatove IT. So what exactly is EMM, and more importantly, what differentiates it from the existing asset and relationship management tools on which so many marketers already depend? The “digital mindset” is grounded in a foundation of openness, flexibility, collaboration and shared network thinking. Yes, large corporations can aggregate and analyze social messages and weave the results into a new digital strategy.  But small and mid-size companies and nonprofits have different levels of access to data and the resources to analyze it.
It considers the impact of digital technologies on brand engagement, customer relationships and advocacy in addition to traditional action metrics of sales and marketing exposure. Executive teams need to adopt a digital mindset as a core value and integrate this mindset into how they communicate and service their employees, consumers and greater community.
There are significant sources of “low hanging data” that can be plucked and readily integrated in marketing strategies. Creating Superior Value:The next step in marketing management process is to create some special value in the products to make your product better than competitor’s product.
This is based upon a definition of marketing that considers marketing as a mutually satisfying system of exchanges (for example Baker 2002). Essentially, CLC is a summary of the key stages in a customer’s relationship with an organisation. Special values can be added by offering various schemes for example, giving free insurance with car.Most of the time marketing managers aim at increasing demand but sometimes they have to constrain or cut down demand due to shortage of supply by reducing expenses on promotion etc. The situation of reducing the demand was very common before 1990 (before liberalisation and privatisation).
The business strategy is based upon the recruitment, retention and extension of products, services, solutions or experiences to customers.

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