[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2019\/11\/11\/your-marketing-program-drives-organizational-health\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2019\/11\/11\/your-marketing-program-drives-organizational-health\/","headline":"Your marketing program reveals and drives the health of your org","name":"Your marketing program reveals and drives the health of your org","description":"Your marketing program includes a range of marketing activities in any form, depending on what is most likely to boost sales for you.","datePublished":"2019-11-11","dateModified":"2024-04-30","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/josh-maday\/#Person","name":"Josh Maday","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/josh-maday\/","identifier":280,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/7c819997ddf5c0ae0ea7c14f926f5ae679264a3026665cec10e92fff128f81ea?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7c819997ddf5c0ae0ea7c14f926f5ae679264a3026665cec10e92fff128f81ea?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/11\/thumbnail-614a74e6c84edb65a4082f3f7a3982c9.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/11\/thumbnail-614a74e6c84edb65a4082f3f7a3982c9.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2019\/11\/11\/your-marketing-program-drives-organizational-health\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":894,"keywords":["Experience Economy","Marketing"],"articleBody":"If you\u2019ve been in business for more than a day, you know how important it is to develop and implement the right type of marketing program for achieving your organizational goals.Everyone knows that effective marketing is essential for any organization to grow, thrive, and compete in the dynamic experience economy, which is driven by digital transformation and delivering exceptional customer experiences.Coordinate targeted, strategic campaigns and objectives within your overall marketing program.Build your brand.Boost sales.Grow your business.Simple, right?Making it work: Marketing programs are the secret of top-performing businessesMany organizations struggle to put the pieces together. While top marketing challenges include lead generation and figuring out what technology is the best fit for their business, other challenges come from within the organization, such as securing buy-in and budget, as well as the marketer\u2019s perpetual mandate to prove the value and ROI of their marketing spend.So it goes with marketing in any given organization. In many ways, the state of your marketing program is a good indicator of the health of your organization.The importance of a well-balanced marketing program should come as no surprise. Digital marketing solutions are all the rage right now, and will continue to garner attention for a long time. Of top-performing businesses, 79% have been using marketing automation technologies for at least three years.\ud83c\udfbc It’s okay, he already in my DMs \ud83c\udfbcEven if you\u2019re a local business, foregoing mobile marketing is no longer an option. With most consumers using their mobile devices for over five hours a day, you can\u2019t afford to miss the opportunities when 82% of them conduct searches for nearby businesses \u2013 essentially asking \u201cWhere can I spend my money?\u201dOn average, marketers spend over half of their budget on mobile ads. However, that\u2019s not to say more traditional analog marketing methods are suddenly worthless. Just be smart about it.Allocating half of your marketing budget to the phonebook that no one uses is only slightly wiser than spending that on permanent markers for scribbling DIY ads on bathroom stalls. But there are plenty of other methods that still haul in decent ROI.The point is that your marketing program includes a range of marketing activities in any form, depending on what is most likely to boost sales for you, such as the following:MobileAccount-based marketing (ABM)Social mediaSEOEmailGuest appearances on blogs and podcastsPaid advertisinglogo design and brandingsalesWebsitesFliers and brochuresSwagpackagingtrade showsconferences and other eventsMarketing program strategies that workThe best marketing tools for you will be determined by your business, your goals, and your customers. Time is always at a premium, but spend it up front to strategize your marketing plan.Study what your competition is doing \u2013 what works and what doesn\u2019t \u2013 and do it better while also doing it your way.Create marketing content with purpose, more than just adding to the noise.Determine your KPIs and benchmark to set a baseline for measuring your performance metrics against industry best practices and identify opportunities for improvement and growth.Leverage data analytics to adapt and optimize your dynamic marketing efforts.Knowing that you need to design and implement a customized marketing program that aligns with your business goals is easy. Then comes the blood, sweat, and board meetings, when you\u2019re deciding what\u2019s best for your business, securing organizational buy-in, and negotiating the necessary alignment of business functions, agendas, and priorities to make your marketing program a reality.This assumes, of course, that you\u2019ve developed an expert marketing strategy. Obtaining and orchestrating the talent, processes, and tools to keep the moving parts of your marketing program smoothly operating often proves to be another monumental task. As has previously cited, \u201cAccording to Econsultancy\u2019s Skills of the Modern Marketer report, only 10% of respondents rated themselves as an \u2018expert\u2019 in strategic thinking.\u201dSound strategic thinking will vary in detail from one organization to the next. However, some basic foundational perspectives drive any successful marketing strategy. Two great imperatives are to know yourself and know your customers.Knowing your customers and understanding their needs, attitudes, and behaviors enables you to engage them with empathy and to create great end-to-end customer experiences throughout their entire journey.Developing a comprehensive understanding based on a single, unified 360-view of the customer that is responsive and adaptive to each customer\u2019s changing attitudes and expectations allows you to not only respond to but also to anticipate your customers\u2019 needs and expectations on a personalized and even individualized basis.The gold standard is now standardAs a result of digital transformation, leading companies leverage the power of machine learning, AI, and the Internet of Things to drive and govern their integrated and comprehensive marketing programs as well as deliver the exceptional customer experiences that are now the standard expectation.Building and developing customer relationships based on trust and transparency has become the foundation on which to nurture and increase customer loyalty and brand influence that spreads organically.The best marketing programs use all of this to drive sales, maximize ROI, and increase revenue while winning the experience economy.  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2019","item":"https:\/\/www.the-future-of-commerce.com\/2019\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"11","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/11\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"11","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/11\/\/11\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Your marketing program reveals and drives the health of your org","item":"https:\/\/www.the-future-of-commerce.com\/2019\/11\/11\/your-marketing-program-drives-organizational-health\/#breadcrumbitem"}]}]