Connected marketing as a future model for collaboration with agencies

In 2023, much of marketing and corporate communications will have to be rethought, costs will have to be cut, and new technologies will conquer the market. Many communications managers are taking a critical look at their spending and resources. By working with a full-service agency like the Evernine Group, companies minimize their costs and at the same time make their communication ready for the digital future. With the “Connected Marketing” model, Evernine delivers an efficient approach for this.

Now that we have just survived Corona, new challenges are coming our way. The massive skills shortage and an increasingly tight market for implementing a digital transformation will make it difficult for companies to achieve their goals. Not to mention the development of artificial intelligence, which can be seen not only as a hurdle, but above all as an opportunity. In light of these issues, it is essential for companies not to waste their untapped potential.

The key to overcoming these multiple challenges lies in effective communication! Both internally and externally, communication is critical to successfully guide companies through times of crisis and beyond. To do this, existing silos between marketing, sales, PR and recruiting must be broken down, and all departments must be networked and integrated into an overall strategy. We call this “one voice” marketing or “connected marketing”. Without this realignment of communications, companies run the risk of losing touch with their competitors and missing valuable opportunities to tap into new business opportunities.

Digital networking of all key disciplines for efficient communication

Today, companies can no longer think of marketing and sales in silos. Instead, they need to seamlessly integrate marketing campaigns with sales processes in order to reach new customers and close successful sales. To do this, they must build the necessary trust with their target audiences by also digitally networking and aligning their PR measures with marketing and sales. By positioning one’s own brand in a neutral environment, for example, the effectiveness of marketing campaigns can be significantly increased.

The digital networking of the individual disciplines also provides companies with insights into the performance of their chosen channels and formats and the target groups they address. By analyzing this data, they are able to adjust their campaign strategies in real time and play out their offers in a targeted and individualized manner in order to address customers more successfully. The constant further development of innovative and AI-supported MarTech systems today even enables the automated and thus cost-saving execution of analyses and adjustments.

Responsibility and authenticity as a decisive advantage in the war for talents

In addition, the war for talent is forcing companies to find new solutions in recruiting and to gear their own communications to this challenge. Here, too, a modern approach must now combine the strength of the company’s own brand with digital marketing, sales and PR activities. This is because new talent today is primarily attracted to companies that actively present themselves and their brand, take responsibility, and credibly stand up for purpose. The company’s own employees, for example, contribute to a successful recruiting process through their personal approach and authentic communication of the corporate culture. However, the basis for this is a digitally positioned communication strategy that unites all departments and includes relevant channels.

Connected marketing for optimized communication processes

This is where a competent and experienced partner such as the Evernine Group can provide support. With the necessary know-how and the right digital tools, the Evernine Group is ushering in a new era of corporate communications. The focus here is on intelligent and comprehensive networking of marketing, sales, PR and recruiting based on the PESO model, which comprises paid media (paid media such as ads and campaigns), earned media (earned media such as positive coverage and customer recommendations), shared media (shared media such as social media posts) and owned media (owned media such as websites and blogs).

Evernine is thus able to optimize its clients’ communication processes through agility, cost savings, transparency and scalability. The connected marketing model creates a consistent brand image for companies that builds trust and loyalty among customers, leads to new sales and attracts talent. In the course of a workshop, the Munich-based communications consultancy and full-service agency analyzes the individual requirements of its clients and identifies the areas in the company where silo-related friction losses can be minimized through the intelligent networking of marketing, sales, PR and recruiting.

So how to get started? Typically, Evernine Group recommends starting with one topic and then working your way forward piece by piece.

Best practice: building the new Synaforce brand.

Using the Connected Marketing model, Evernine Group was thus able to develop and successfully launch a new brand within a few months. The new company, synaforce, is currently being created through the merger of leading, medium-sized IT service providers and data center operators from all over Germany. The challenge was to create a consistent brand presence with a basic communications strategy, new website, customer approach, press relations, initial events, etc. for the high-end data center solutions partner.

Through Connected Marketing and the coordinated collaboration of all departments of Synaforce with the experts of Evernine by means of “One Voice” via a central contact person, strategies for communication with employees, customers and the press were developed and implemented in a short time. The first HR campaigns were played out, a digital home was created in the form of Synaforce’s new website, and the first press and partner event was held to launch the new brand. As a full-service agency, Evernine professionally delivers all solutions from a single source.

“From the first contact to the planning phase and subsequent implementation in just six months! Such speed is only possible thanks to our Connected Marketing model and the enormous efficiency in our processes. This allowed us to build synaforce’s communications from the ground up – including designing the new brand and establishing it in the market, targeting the new company and developing a coherent communications strategy,” says Hannes Beierlein, CSO and co-founder of Evernine, who is also taking on interim tasks for synaforce as CMO.

An experienced partner with comprehensive know-how

The Munich-based communications consultancy and full-service agency Evernine Group supports companies with detailed expertise and know-how on their way into the digital era of communication. Numerous successfully completed customer projects as well as the ongoing positive corporate development illustrate the success of the connected marketing model.

Customers benefit from the in-depth analysis of their internal and external communication, the comprehensive consulting by the experienced team of experts as well as the specially developed innovative solutions for their individual challenges. More information is also available in the current Quick Guide of the Evernine Group.

Quelle Titelbild: Adobe Stock / egor.