Roadblocks to Successful Marketing Campaigns

What are marketing campaigns without roadblocks? We just do what we can to go around them, remove them, satiate their needs or mitigate their corresponding risks. When considering new marketing opportunities, these hurdles may consist of examples such as lack of budget, inaccurate data or misaligned objectives with the selected marketing tactics (see Demand Gen Report).

If a budget issue, it could be a lack of the necessary budget for any of the required MPTT resources of money, people, time or technology. If the issue is the amount of allocated funds for a project, then understanding what people or committees are responsible for approval of budget items plays a role, but building a well constructed business case is the real need, depending upon the level of rigor required for a given decision. If the limited resource is people to either complete the work or manage it going forward, then finding qualified personnel is the priority whether it is in the form of reallocation of existing people, the addition of new staff or external resources from agencies or consultants.

When dealing with data, it may be incomplete, out of date or even insufficient for the task at hand. Thankfully, there are many data sources and technologies to improve these situations. It’s possible to implement these data sources to supplement a marketing campaign, ensure compliance or even use it as a primary source to build an initiative for a new market segment or new product launch.

Time is yet another story. How does a company manufacture time that doesn’t exist? Short of turning back the clock, this seems to be a fruitless effort on the surface. However, with standard changes such as adding or sharing resources and an ounce of creativity, you will be on your way to finding alternatives that get more done in less time.

If technology appears to be the hurdle, you may find that multiple MPTT issues exist and may be solved by the ingenuity of solutions. As a general rule of thumb, technology today is easier to install, implement, integrate and manage in many respects. This is the result of cloud based solutions, vendor ecosystems, APIs as well as data interchange standards. Of course, that statement is not without exception. Lastly, technology has to do what you need it to do, even if it comes in a slightly different form than you originally had in mind.

And finally, because an extraordinary number of solutions exist in the marketplace today, companies have the luxury of finding marketing services and technologies that align well with their specific corporate objectives. As an example, if an organization places emphasis on sustainability for its own products, finding solution providers that do the same could be a great fit with their goals as corporate citizens within their industry or the world as a whole.

Regardless of the people responsible, either someone or a group has a fiduciary responsibility to make investments that will align with the criteria important to the company and marketing effort. While you may not understand all aspects of this reality due to your position or role, it makes sense to minimize the risk and maximize the reward for the marketing effort, doesn’t it? Whether you are a marketer, consultant or agency, you have to determine what part you play in these decisions. Furthermore, you need to understand the level of due diligence that is necessary to create the best chance that the investment being pursued will generate the intended results. If your company has decided that a purchase of technology must meet certain criteria, align with one or more corporate strategies or even meet certain compliance restrictions, then these become guidelines for getting to a solution whether you build, buy or lease it. The list of possibilities is long and distinguished, but determine what is imperative to you, the team, the organization, customers and shareholders as appropriate. Additionally, seeking the assistance of a trusted, competent resource for guidance is always a beneficial approach.

Today’s Marketing Looks, Tastes and Smells Better with Technology

Many marketing tasks in today’s world are improved with the appropriate amount of technology seasoning. Websites, as an example, are by definition a solution where the technology usually becomes the backbone of a company’s digital marketing presence. Stated another way, a company’s marketing presence may include a website. Given the competition, the website requires a base level of functionality to perform well and meet the needs of the necessary segments within a marketplace.

A deeper review of this website example shows that a typical website for the hotel industry has multiple components that make it work. A website may include:

Content Management System Email & Social Marketing
Digital Asset Management Content Marketing & Blog
Content Distribution Multi-screen Responsiveness
Internet Booking Engine Marketing Reporting & Analytics
Group Booking Functionality Property Performance Data
Guest Surveys, Feedback and Reviews Pricing Data
Integrations amongst these solutions and with others, such as CRS, PMS, Channel Management, CRM and ERP

Whether you manage this internally, rely upon a brand or hire an agency, it still requires a fair amount of oversight by the various people responsible for the performance of the property. When considering a website, another system, or all technologies required to make a hotel operate efficiently, there are many details to manage.

Furthermore, the advent of new technologies may present unique opportunities for competitive advantage, even if only for a matter of months or a few years. During the last 20 years the industry has seen this occur multiple times. Companies and properties created strategies to reap the benefits of each instance.

Email arrived in force in the corporate sector in the mid 1990’s. Websites became prevalent shortly thereafter. Subsequently, online travel agencies began providing new distribution capabilities. And more recently, hotel companies are better leveraging the features of social and mobile for their business. It is important for hotel marketers to stay aware of changes and address the opportunities appropriate for their hotel, brand and the customer experience they want to provide to the marketplace.

The question any business needs to ask themselves is what are the market opportunities for the industry and how will this marketing team take advantage of them to continuously improve its sales and marketing performance. Today, the answer to this question may require an investment in marketing technology. Now is the time to prepare for tomorrow’s marketing opportunities.

Building a Marketing Technology Infrastructure

MarTech Infrastructure Planning

While any given business may have and want to keep their own definition of Marketing, it is important to state that Accubase’s definition for this article is an inclusive one. The definition of Marketing Technology (MarTech) stems from a broad inclusion of both the Sales and Marketing organizational functions in addition to the Information Technology and Human Resources required to support it. Furthermore, marketing occurs in all areas of the organization and a marketing department may influence the conversations that occur with the marketplace from every area of the company, such as Customer Service or even Collections.

A business needs to consider many facets when planning a MarTech Infrastructure and subsequently allow it to act as a guide toward the specific technologies that will eventually fulfill the organization’s underlying needs. As an example of this, we could manage our marketing data with paper, a spreadsheet, a database or a full fledged data management solution, among many other possibilities. What data you say? Marketing data may entail leads, prospects, customers, social profiles, DNC information, contact information, business information, marketing campaign data and many other sources such as operational system data able to influence your marketing programs.

Marketing Technology modules support marketing capabilities whether they originate from the marketing team or from another area of the organization. The potential solutions within each module and their level of sophistication will vary as a result of the business and the strategic justification for the investment. The ultimate solution may be formulated as an off-the-shelf solution, custom software or a service provided by another part of the organization or an agency.

A company’s goal to lead an industry or competitive segment with respect to one or more marketing capabilities is essential for it to thrive. Your business may choose what it wants to accomplish in this regard and then explore how to actually make it happen with existing or customer technology. Alternatively, it may first find a technology that fits within its strategic objectives and determine if the details of the solution are able to match its specific requirements. Either approach begins the development of a capability that the organization will continue to mature as its marketing sophistication increases based upon need.