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.
MIT OpenCourseWare is a free & open publication of material from thousands of MIT courses, covering the entire MIT curriculum. This course is an introduction to marketing: the study or practice of providing goods or services that satisfy human desires. MIT OpenCourseWare makes the materials used in the teaching of almost all of MIT's subjects available on the Web, free of charge. Your use of the MIT OpenCourseWare site and materials is subject to our Creative Commons License and other terms of use. 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. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. On our website you can search by expertise and location, then e-mail or jump straight to their website.
Since this entire agreement is formatted in Word, you can edit it like any other Word document.
If you are responsible for creating a simple marketing budget for your company then you probably need to find somewhere to at least get started. Probably the most amazing aspect of this template is that it is completely free to use for as long as you need it.
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In two previous posts, we have investigated the terms customer intelligence and customer analytics in more detail. Integrated Marketing Management refers to the end-to-end marketing process, from marketing strategy to implementation and customer experience measurement. Integrated Marketing Management supports the closed loop marketing process by integrating operational, executional, and analytical marketing processes.
Strategy and planning  These tools include ways for you to manage workflow and resource allocation, your marketing mix and specialized message delivery platforms. Information and analytics These tools enable you to derive insight from your organizational data and form the foundation for some of your more sophisticated analytical techniques. Orchestration and Interaction These campaign execution and optimization tools provide the means to manage your interactions with customers across multiple channels, achieve real-time relevance and find the best actions to take. Customer Experience These solutions help you monitor and measure customer value and provide your customers the best possible experience.
Integrated Marketing Management is a term that resonates heavily with marketing strategists and classic technology marketers – as they see the importance of all four of these categories and know that (like a car) in order to have a truly functioning integrated marketing platform, you must have all four wheels in place and operational on the car. There are some impediments to performing true IMM, which is not surprising considering how achieving it may entail centralizing marketing management, control, coordination, and communication. Integrating multiple marketing-centric processes often requires reworking culture, processes, and technology, but is well worth the effort considering the potential impacts of doing it.

Loyalty New Zealand is driving loyalty using campaign management and optimization solutions as well as data management and customer analytic technologies from SAS. A large dutch retail bank is overhauling its current marketing processes to become more customer and online centric by implementing strategy and planning solutions, orchestration and interaction solutions, and customer experience solutions from SAS. A major American insurer and a long time SAS customer is using SAS strategy and planning, information and analytics, orchestration and interaction, and customer experience solutions to complete and market in a more real time fashion.
A United Kingdom Telecom joint venture has built a highly scalable marketing analytics and service platform to analyze and serve 65 million customers using SAS solutions – including SAS Orchestration and Interaction solutions, SAS Text Miner, SAS Sentiment Analysis, and SAS Visual Analytics. Welcome to Customer Intelligence, a blog for anyone who is looking for ways to improve the business of marketing and communicating with customers.
The blog content appearing on this site does not necessarily represent the opinions of SAS.
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. To illustrate and discuss marketing concepts, we will read articles from scientific journals, chapters from marketing textbooks, newspaper clippings, and selections from popular literature. With more than 2,200 courses available, OCW is delivering on the promise of open sharing of knowledge. 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. There are so many different aspects involved in creating a good budget and without a little help it is almost impossible to get it right.
All you have to do is download it and you are ready to get started making your very own marketing budget. It takes almost no time to get started and with just a little bit of work you will get an immediate marketing budget to use for everything you need.
We continue on our journey today by defining our third of four terms – that of integrated marketing management (IMM). Once that customer experience is measured, results are returned to the marketing department – thus completing the “closed loop marketing process.” The IMM process is initiated and driven by the marketing department. That view of marketing aligns underlies the vision behind the SAS suite of marketing software solutions, which addresses the operational (SAS Marketing Operations Management), executional (SAS Marketing Automation among others), and analytical (SAS Social Media Analytics, adaptive customer experience, etc.) needs of the enterprise marketing function. In the meantime, please comment with your experiences around integrated marketing management! And we hope to inspire the use of analytics for everything from multi-level marketing to social media campaigns.
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.

We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. 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. The marketing project plan template is also completely customizable and it is easy to change, so it takes no time at all to add whatever you need to add to this template to make it fit your company’s needs or desired.
You will immediately see a simple budget system laid out in front of you, so all you need to do is add or change the categories and costs to match what you are expecting. Download this simple marketing project template right now and see just how much time it can save you when it comes to budgeting. Each of these four terms are different and distinct, so let’s jump right into our third term: Integrated Marketing Management.
All are equally important, are part of a greater good, and must all be present for the vehicle known as IMM to function properly. 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? These case studies will involve a wide variety of products, including flowers, computer software, power tools, watches, and even contact lenses for chickens (seriously).
License: Creative Commons BY-NC-SA For more information about using these materials and the Creative Commons license, see our Terms of Use. 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. The template is really a great way to get started and it should save you a ton of time in the long run. Once you have filled in the entire marketing project plan template, or at least as much as you have available, the template will automatically calculate your final budget information. 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. 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. The business strategy is based upon the recruitment, retention and extension of products, services, solutions or experiences to customers.

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