How ERP Can Optimize Your Digital Marketing Efforts

Digital marketing can be a powerful driver of organizational growth, especially when done right. Businesses can use branding, audience outreach, and advertising to increase their marketing efforts.

Still, they can make such efforts more efficient with the help of Enterprise Resource Planning (ERP) solutions. An ERP can help employees automate, align, and centralize marketing efforts toward success.

What Is ERP?

An ERP is an application or software that collects inputs from departments including human resources, marketing, sales, supply chain management, manufacturing, and accounting.

Such data are stored on a central database that ERP utilizes to provide internal controls and insights and automate business processes.

Traditionally, businesses use spreadsheets or essential business management software to store their data, limiting access to everyone, and making it hard for employees to find the information they need.

For instance, the accounting and marketing teams have spreadsheets containing different figures for expense tracking.

As a result, disparate data sources may hinder efficiency and collaboration since the two groups aren’t on the same page, significantly when your business is growing.

An ERP solution such as Kissinger and others can help solve such problems as you can compile all information in a central database accessible and visible among all departments.

Thus, your marketing and accounting team can avoid creating conflicting data sources, which could result in duplicating or repeating work.

Ways ERP Can Boost Your Digital Marketing Efforts

Documenting a beautiful digital marketing strategy is okay, but it may not bring positive results if you don’t make it more efficient. You may want to consider utilizing ERP software as you can use it in the following digital marketing aspects:

1. Create Data-Driven Marketing Strategy

Technological advances make digital marketing move too fast, and you should keep up with it if you want to be on par with your competitors.

These days, you need to be data-driven—a part of technology innovations—to ensure that your business can equip the fast-shifting technology, customer demands, and market needs.

You can access real-time data by integrating the ERP system with marketing strategy. Your marketing team can create a customer-centric organization since their decisions are data-driven. They’re not guessing what your target market wants and needs because they have comprehensive data they can refer to.

An ERP solution allows you to access data properly, which you can use as components and metrics to maximize your sales. From planning to execution, your marketing team will base their decisions on data collected by the ERP software.

The database will then be unified. The entire company can access up-to-date and accurate information from the database.

Your sales and marketing team will then be able to analyze the buying journeys of the customer, making customer retention easier, and decreasing committing errors in your marketing strategies.

2. Improve User Experience

An ERP solution combined with digital marketing can also improve your website’s user experience. You can use the software to automate tasks that may consume your employees’ time that they could’ve used in focusing on customers.

Instead of wasting their time with repetitive tasks, your employees can provide better customer service. Meanwhile, you can help users engage with you more smoothly and boost your web design with marketing.

In addition, you can identify where visitors are struggling when visiting your site using marketing ERP as it can gather valuable user information from your site.

You can also use it to learn where visitors are most interested. With such information, you can improve your site’s user experience to cater to your target market’s interests.

3. Quick Response On Analytics

You can overhaul unsuccessful strategies and optimize the successful ones when you use analytics.

However, you may only achieve such if you can quickly make updates on your web store as soon as possible since the market can shift anytime. Your team can adapt and respond in real-time using an ERP solution with a built-in Content Management System (CMS).

With such integration, your team can have the flexibility and freedom to adjust your site and e-commerce store whenever needed.

On the other hand, a site update could take time if you don’t have a CMS. That’s because you still need to contact your e-commerce provider to initiate an action.

Their availability will be a factor, so whether it’s a simple change to the theme or color to creating a new landing page for a promotion, you need a third party to execute such actions. If they’re unavailable, then you may have to wait for them.

You can avoid such a scenario by having a built-in CMS since you can make changes whenever and as often as you need to. That way, your marketing team can respond immediately to what analytics provides.

4. Have Detailed Product Insights

Understanding your product is vital to marketing it effectively. You can know how to exactly market the product by discovering critical details about it using ERP software.

The following specific product details are some of the few points you can uncover:

  • Low-selling and best-selling items or sales numbers
  • Potential stock item pairing or SKU opportunities
  • Optimized pricing structures
  • Shelf-life timelines of SKU
  • Pain points or customer complaints
  • Peak sales periods

The best thing about using an ER system is its ability to show the various information of an individual SKU when you click on it.

5. Drive Leads And Conversions

Most importantly, ERP software and marketing can drive conversions and leads to your business. This is possible since you can automate your sales funnel from acquiring leads and converting them to becoming buying customers.

An ERP system can filter wrong leads, which could misdirect lead chases. You can set your system to chase healthy leads by using the following properties:

  • Purchase in the near future
  • Meet the needs of the customer through your products or services
  • Involving actual decision maker
  • Has stable funds or budget

The ERP software can hand down quality leads that other marketing efforts can convert to make them buy customers.


Digital marketing is essential to make your business successful since most potential customers are online.

Without the help of online marketing strategies, you may not boost your chance of getting more clients. However, digital marketing efforts can be pretty tedious and may consume most of your employees’ time.

As discussed above, implementing an ERP solution can optimize your digital marketing efforts. Try it now and see changes in your business.

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