[11/01/2011]
Andrew Arntfield
Every company wants fresh and innovative ways to help attract, acquire and retain customers. However, not all organizations have the flexibility, dedicated resources or expertise required. Under-qualified staff are often asked to create and execute complex marketing programs, or companies outsource on an "as needed” basis to a variety of marketing vendors.
In recent years, the range of marketing disciplines has expanded and become more specialized: interactive web development, social media, online search, email campaigns, guerrilla marketing, CRM solutions, and more. Some marketers believe that they will receive more insightful and effective solutions if they engage separate vendors in each discipline.
This ad hoc approach requires exponentially more time, effort and oversight, when resources are already at a premium for most companies. More importantly, what gets lost with multi-sourced marketing is brand consistency and, ultimately, effectiveness.
Effective marketing is a logical process that requires research, analysis, strategy, creativity and tactical planning. Instead of dealing with a variety of niche vendors, single-sourced outsourcing gives you a cohesive foundation for every customer touch point. This includes advertising, PR, corporate communications, sales processes and customer service.
THE EFFECT OF AD HOC MARKETING
THE IMPACT OF SINGLE-SOURCED MARKETING
Single-sourced marketing is a cost-effective solution that gives you unified access to a team of specialists who can help your company reach its full market potential. It provides the needed resources when money, human resources and time are at a premium.
THE BENEFITS OF SINGLE-SOURCED MARKETING
Objectivity: You’ll gain access to a pool of senior market experts who are able to apply a fresh business perspective. These strategists will analyze your business objectives, provide unique insights, and execute on the plan – opening doors to new markets.
One Integrated Resource: When you work with a single, seasoned marketing team, you get consistency of vision from research through to tactical execution. The same team that did the groundwork to understand your business challenges will also apply those insights to your creative solutions. The result is more focused and effective communications. This also frees you from being bogged down by the relationship management required for a myriad of vendors.
Time and Staff Efficiencies: Single-sourced marketing is a flexible solution that eliminates the need for a full-time, senior marketing department. This allows your business to free up existing personnel to focus on core competencies and other critical aspects of your business.
ROI: With single-sourced marketing, you’ll see measurable return on investment. You pay only for the time and services required to meet your business objectives. As well, single-sourced marketing firms have processes in place to monitor and measure results, and to modify and enhance programs to ensure they meet your fiscal goals.
Innovation for Success: When you work with a seasoned single-sourced marketing firm, you get a unique combination of researcher, customer behavioral analyst, strategist, and creative artist. They’ll surprise you with their insights, innovative thinking and creativity. However, they’ll also back up their creativity with logic, and demonstrate how their ideas will improve your bottom line.
Integrated single-sourced marketing is a winning solution for today’s businesses. Not only will you save time and money, but you’ll improve the consistency, clarity and impact of your marketing. It will give you a powerful foundation and the tools needed to engage your target market, build long-term loyal customers, and drive future sales.
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