In working with multiple clients on execution and improvement of their digital marketing, we have found that too frequently there is a disconnect between the business, the marketing, and the technology. For small to medium sized businesses this holds especially true as they use multiple third-parties to help them build out and execute digital marketing. We’ve found that in most cases, an agency focuses on one or maybe two of the elements, ignoring the third. The problem is that for digital marketing to perform at it’s best, all three elements need to work in harmony towards one common goal.

The Challenge

In today’s digital landscape, leveraging technology is paramount for successful marketing execution. However, businesses often face a critical disconnect between their marketing efforts and the underlying technology. This disconnect, stemming from a lack of holistic understanding, can manifest in various ways:

  • Limited data access: Inability to gather and utilize crucial data hinders effective marketing optimization.
  • Wasted spending: Disconnected marketing efforts and technology lead to inefficient resource allocation.
  • Subpar results: Unaligned marketing and technology result in suboptimal campaign performance.

We’ve had multiple client faced with this very challenge, struggling to bridge the gap between their marketing initiatives and the underlying technology stack. In some cases, not even aware that they had an issue in the first place.

Our Approach

Simplified Solutions Consulting takes a comprehensive approach in these cases, focusing on unifying the business, marketing and the underlying technology:

  • Holistic Business Understanding: We gain a deep understanding of our client’s business goals, operational model, and current technology landscape. Then we take it a step further, looking at how it all works both from the consumer’s point of view and the client’s.
  • Alignment and Integration: We ensure all marketing tools and website functionalities are aligned with the overall business strategy, facilitating seamless data flow and maximizing efficiency.

Through a meticulous process, we address specific challenges and implement solutions for a wide range of issue to improve the marketing efforts:

  • Technical Troubleshooting: We identify and rectify issues hindering data collection and transfer between marketing tools and the website.
  • Goal Confirmation: We review the goals and conversion actions to maximize the value gained from marketing campaigns.
  • Data Analytics Optimization: We ensure accurate analytics configuration, enabling data-driven decision making and campaign optimization.
  • Missed Opportunity Identification: We unearth valuable data points previously disregarded and integrate them into the marketing framework for enhanced insights.

The Solution

By bridging the business-marketing-technology gap, multiple client have achieved:

  • Enhanced Data-Driven Marketing: Access to accurate and insightful data empowering data-driven decision making and campaign optimization.
  • Improved Efficiency: Streamlined technology and aligned marketing efforts minimizing waste and maximizing resource utilization.
  • Boosted Marketing Performance: Unified marketing and technology led to improved campaign performance and tangible business growth.

In one case, we found that there were multiple conversion goals that the various marketing platforms were optimizing towards while the business was really only concerns with leads. After fixing the conversion actions, we saw an 17% increase in the number of leads per day while reducing their cost per lead by 18%.

In the case of another client, we found that the measurement of their returns from ad spend (ROAS) where configured in a way that made the marketing agency look good but didn’t align with the company’s goals or bottom line. After adjusting the campaigns and measurement to properly align with their goals, we were able to take them from a ROAS of 5.05 to 10.19 while reducing and realigning the ads spend to more effective platforms.

Is your marketing disconnected from your technology? Does it seem like you aren’t getting the outcomes you’d expect from your marketing campaigns? Let Simplified Solutions Consulting bridge the gap and unlock the power of integrated marketing and technology. Contact us today for a free consultation!