Connected Marketing Framework 4
Marketing Framework 4 are grand unifying concepts that guide
the thought leadership of The Relevancy Group. The
Connected Marketing Framework 4 are the four over-arching
strategic themes that manifest in tactics for all of the
disciplines, channels and ideals that embody Connected
Connected Marketing Research
The four themes of Connected
Marketing Framework 4 are:
a master of organizational change. Connected Marketing
is empowered and optimized by a Connected Company that
work together across department and corporate silos.
Organizations need to optimize by moving to collaborative
organizational model that creates a connected company
through the integration of people, processes, channels,
data and service providers.
The need to break down silos must be driven by the
need for the connected company to accurately measure the
marketing effectiveness and value of disparate channels
including mobile, social and offline.
testing and revel in interactivity. Social message
interaction success empowers the connected company to
optimize marketing success across channels and to meet
specific corporate goals such as acquisition, retention
and engagement. Whether
driven by email, a mobile application, a video or any type
of social networking technology, marketers must test when
connecting to new and emerging channels and continually
striving from optimization across all channels.
Testing must become a normal part of every
marketing program across channels.
Direct marketing is one of the only professionals
where failure is not only tolerable but also required to
and create new measures of success.
Connected Marketing relies on the interplay between
channels, campaigns, applications and tactics.
Connected Measurement is the proper measurement
attribution across channels and sources to effectively
measure key performance indicators.
It is imperative to connect such KPI’s such as
revenue and site traffic and apply them to drive specific
success measures of tactics that embody the specific
corporate goals such as
acquisition, retention and engagement.
relevance guide every customer interaction. Whether it
is outbound or inbound marketing, acquisition or
retention, service, sales, online or off, relevance and
the customer information that the connected company possesses
guide these interactions.
Relevance remains an imperative strategy and tactic
as the marketer connects email to all of the digital
direct channels and extends its value through offline
commerce and social interactions. The
consumer's demand for relevance does not change by
channel and marketers must be well equipped to implement
relevance empowering tactics across them.