Digital Marketing. Digitalization at redIT
At its core, digital marketing is nothing new and stands for years High on every marketing agenda. With the Covid During the pandemic, digital marketing suddenly became an absolute must for many companiesn realized that their digital marketing implementation had some gaps, i.eie must be closed as quickly as possible. We at redIT too used them Maturity analysis, above all to ensure the consistency and effectiveness of our digitaln evaluate marketing.
(This post is part of the Blog series “Digitization at redIT”, in which we regularly report on our digitization projects)
Below is an overview of the most important findings and the measures/adjustments we have made based on the analysis have initiated:
1. Digital marketing needs a modern CRM
Digital marketing is only successful if you have your customers and their behavior is very good know. Customer data is the fuel for your marketing engine. Most of today CRM implementations are inadequate, as these are far from a 360 degree customer view. With our 3E approach (Simplicity in the system, simplicity in operation and simplicity in expansion) is what we have with ours redIT CRM created the basis that we use in all marketing activities can Access current customer data – from profile data to project data – and use it automatically. There willas D365 Marketing module and all data in the Dataverse (= universal database from D365) are filed, We have a fully integrated system with “out-of-the-box» interfaces that are not programmed, but just need to be configured.
2. The website as information and interactionturntable
The "Anchor" for all marketing activities is our website and every marketing campaign has one “digital twin” on the website. This is the only way we can ensure that we can track was our customers interessiert and how we do it in the best possible way support you with the next step. The website is directly connected to our CRM and all interactions, like for example Inquiries are transferred directly to the customer record, as all web forms have a direct connection to the CRM. We have also consistently designed our website so that visitors can contact us easily and at any time using their preferred means of communication (telephone, e-mail or chat). Since all communication channels end up in our CRM, it is ensured that inquiries are processed quickly and from suitable employees processed competently.
3. Simple extensions have big effects
An example of a simple extension is our newsletter. Before introducing CRM, we used a common newsletter tool that was based on its own member database and was only connected to our customer database via a “manual interface”. The effort required to manage the member list was very high and prone to errors. The D365 Marketing module offers comprehensive newsletter functionality - from creation to sending to analysis - and also an excellent user experience through integration into the Dataverse. With the new setup, we were not only able to reduce the effort for newsletter management by 40%, but also increase usage metrics such as open rate or click rate by 25%. Another example is using Microsoft Bookings to book appointments online directly on the website. The setup for this tool is simple and the feedback from customers and employees is very positive.
4. “Always-on” and “Customer Journey” are no longer buzzwords
Today the customer decides when and how he wants to use onem company want to communicate. A core task of digital marketing is therefore to provide suitable communication channels regardless of time and location. “Always on” must therefore be firmly anchored in the core strategy and assumes that information is available as self-service. basis for this a customer portal that is directly linked to the CRM system. Our redIT CRM system uses the modular D365 customer portal, which offers comprehensive functionality without much programming. Set for marketing automation we that D365 Marketing module a. In contrast to classic marketing automation systems, which are complex and require a lot of effort to manage, D365 Marketing is much easier to implement and is also suitable for SMEs.
5. A new mindset is needed among management and employees
Unfortunately, marketing is still not sufficiently anchored in many companies and is often viewed as an uncritical “nice-to-have”. But digital marketing is only successful if management is 100% behind it and every employee is also a marketer. The latter in particular is only possible if all employees are involved in marketing activities and trained accordingly. We therefore hold regular team meetings where we present the marketing activities and prepare role-specific information. The redIT CRM system helps us with this, as we make all relevant customer interaction data available to all employees in almost real time. Digital marketing must be carried out throughout the entire company gelebte and with our customers experienced .
We have implemented a lot in the area of digital marketing in the last few years and have learned a lot from it. We would be happy to pass on this experience to you, both in the IT setup and in the area of marketing implementation. Contact us if you would like to discuss your digital marketing with us.