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The Source for recent events, digital trends, brand management, integrated marketing and supply chain processes for distributed marketers and supply chain managers.

In the Press: Healthcare Business Today; A Comprehensive Marketing Strategy for Integrating and Streamlining Communications Efforts

Posted by David Holland on 12/1/14 9:57 AM

From Healthcare Business Today, November 2014

For communications professionals in the healthcare industry, especially those handling marketing responsibilities for multi-location facilities, maintaining order and quality control in a cost-effective manner is paramount. Unfortunately, this is easier said than done.

Brochures, flyers, training materials, and other collateral cost money to print and ship. Promotional items used organization wide for employee programs, corporate promotions and company stores such as pens, business cards, and others require budget allocation that is often forgotten. Even when the materials are created in-house, it can be difficult to produce and store them at facilities in a certain region, let alone around the country.  For local facilities, customization is crucial, and measurement becomes a challenge, as enterprise level marketers are tasked with procurement, production, fulfillment, housing, and more.

For those reasons, and others, Marketing Resource Management (MRM) has emerged as a comprehensive marketing strategy for healthcare organizations looking to integrate and streamline communications efforts.  According to the leading analyst firm, Gartner, MRM is “a set of processes and capabilities designed to enhance a company’s ability to orchestrate and optimize internal and external marketing resources.” How does this apply to healthcare marketing? Let’s lead with an example:

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Topics: Omni-Channel Marketing, brand supply chain, integrated marketing, marketing resource management, Marketing as a Service (MaaS), healthcare marketing

In the Press: Chain Store Age; Emergence of Omnichannel Marketing

Posted by Tracy Sloger on 10/29/14 2:35 PM

From Chain Store Age, October 2014

The role of “marketer” is not as simple as it used to be. Outbound and inbound methods are constantly evolving as traditional marketing efforts become more complex, and newer digital tactics are implemented and maintained at breathtaking speeds. Omnichannel marketing, while still a buzzword for some, is becoming more real for many. 
 
While most of us acknowledge the obvious benefits of coordinating marketing efforts through multiple channels, there is still some question as to what omnichannel marketing is and how it can be integrated into traditional marketing efforts for stores and sales groups with hyper-local audiences. While it is true that digital and social marketing provide multiple channels and means for engagement as well as execution, there are still many traditional marketing roles within an omnichannel marketing campaign for you to consider.
 
So what is omnichannel marketing? Omnichannel provides a seamless approach for consumer engagement with brands, allowing them to experience the product or services, rather than just make a one-time purchasing decision. Now more than ever, customers and clients are touched through various marketing vehicles, all of which either possess or lead to a call to action that not only results in a purchasing decision, but in future purchases, engagements, and referrals. 
 
Below are some areas to focus on when discussing and implementing an omnichannel strategy.
 
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Topics: Omni-Channel Marketing, brand supply chain, integrated marketing

DataSource Attends Direct Marketing Association Integrated Marketing Week in New York

Posted by Robin Marchetti on 6/12/14 10:24 AM

Last week’s message at the Direct Marketing Association Integrated Marketing Week in New York was clear; marketers must deliver great customer experience through integrated marketing across multiple channels; web, social, mobile, broadcast, email, in-store, outdoor and beyond. In a panel discussion led by Linda Gharib, SVP of Digital Marketing for Citigroup and Margot Vaughan, SVP for MasterCard the take-away was that marketers and agencies alike are challenged with the task of implementing omni-channel marketing; a seamless, consistent, relevant message available when customers demand necessary information. They stated, “For brand messaging to be effective marketers must understand what phase of the journey customers are experiencing. For example, brand messaging must reflect whether customers are on boarding or current customers.”

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Topics: Omni-Channel Marketing, Blog, multi-channel marketing execution, integrated marketing, direct marketing

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