In today’s environment, acquiring, retaining, and maximizing profitable customers is as challenging as ever. Marketers are faced with one of the most dynamic climates in recent memory. The marketing landscape has fundamentally changed. Media fragmentation options, rapid technological advances, and the consumer’s ability to increasingly influence the marketing dialog all combine to wrest control and accountability from marketers. Despite all of this, demand on the marketer to improve revenue growth, market share, and profitability has not diminished.
In response to increased pressure, marketers have focused on improving efficiencies, lowering costs, building more effective infrastructures, and shifting more dollars to addressable digital mediums. While these strategies typically yield a short-term benefit, they fall short of producing sustainable, long-term increases in financial performance.
In order to achieve such long-term improvements in both market share and profitability, marketers must find a way to effectively balance both qualitative and quantitative approaches to marketing. Most marketers understand the need for more balance, but generally lack an effective way to integrate two very different disciplines. Merkle brings its expertise to bear by helping organizations bridge this gap through the development of effective ideas, strategies, processes, and infrastructure across the entire marketing enterprise.
The keys to successful marketing are the right marketing strategy, combined with rigorous planning and flawless execution. Strategy requires the discipline to focus not only on what is possible, but also what is necessary to meet goals and objectives. At Merkle, our consultative approach allows us to partner with clients and provide them with the resources, framework, knowledge, and best practices we have developed by our experts over three decades. Merkle’s commitment to a team approach, coupled with a passion for our clients’ success, consistently delivers high-quality results with an outstanding level of customer service.
Merkle believes there are three critical components necessary to execute world-class database marketing programs:
- Thought leadership and strategy
- Well-defined engagement model
- Fully integrated implementation approach.
Merkle brings thought leadership to its clients via its strategic consulting organization. Each client engagement is led by a highly qualified account team; Merkle’s client team leaders all have a masters degree or above in a quantitative field and 10+ years of database marketing experience. Implementation is served through six business units: strategic consulting, analytics, database services, data sourcing, creative and production management services. Each unit is an important component of Merkle’s team approach to bring the best solutions to our clients.
