ERP and its Role in Digital Marketing


In the present highly-professionalized world, establishing a business and further guaranteeing its success is not at all an easy job. Most of the business companies, firms, organizations, and even individuals are always looking for options and ways of increasing their sales and team productivity, and that’s where ERP software can prove to be handy. Developed and designed for company management – ERP software efficiently offers reliable information to all the departments. So let’s make ourselves familiar with everything ERP software can do to make your business and its marketing strategy reach greater heights.

What is ERP?

ERP stands for Enterprise Resource Planning. ERP software provides the proper functioning of businesses by controlling all the relevant information in a single system. Also known as integrated management systems, ERPs manage data from a single platform, which may include data about customers, suppliers, invoices, bills, etc.

Some of the advantages of ERP software are as follows:

  • Improved communication levels among all the departments of a company
  • Better access to data with higher speed and assertiveness in the decision-making process
  • No unnecessary problems and issues with customers or clients
  • Enhanced Marketing Strategies for achieving quality results

The Relation between a Digital Marketing Strategy and ERP Software

Just creating a beautiful Digital Marketing Strategy on paper won’t offer you any fruitful results. Your strategy must be useful in all aspects and thereby bring in results that count and matter. ERPs can improve marketing results and efforts to a great extent by identifying the problems on your behalf so that you can resolve the issues. Along with specific data at hand, ERPs enable you to improve the efficiency of your marketing actions by helping you reach out to your target audience. Knowing the customers to whom you are selling and the most effective way to reach that ideal audience are two of the most important contributions that ERP software offers to the marketing strategies of businesses. Furthermore, it is imperative to make a point of the fact that a marketing strategy should focus on long-term goals, prioritize the establishment of loyal relationships with customers, and prepare the prospects for the purchase. Let us now understand some critical points with the help of a few examples.

Customer Loyalty

A proactive strategy for marketing begins by defining both your potential customers and the already existing customers, along with their demands and expectations from your brand or business. It is essential to note that a well-planned marketing strategy keeps the users in mind instead of how much the company wants to sell. As loyalty doesn’t happen just by chance, guaranteeing the customers’ identification with the brand deserves the utmost importance. ERP systems improve customer loyalty by focusing on customer services, streamlining backend business processes, improving user experience, and allowing the customer to have better access to all the information related to the company’s products and services.


Highly-customized ERP systems are capable of handling almost everything required to run an organization, small enterprise, start-up, or a full-fledged multinational corporation. Implementation of ERP has immense potential for improving the productivity of a company’s marketing strategy and its business. By enabling efficient completion of the day-to-day marketing activities, ERPs automate the entire workflow process and manage backend processes such as supply chain management, improved system performance, finance management, and project management. They also eliminate wasting of time, reduce the operational costs, and facilitate strategic planning, all of which result in successfully achieving the digital marketing goals and objectives.

Sales Metrics

One should always consider marketing and promotions as long-term investments. Like any investment, it is imperative to craft a marketing strategy concerning the business objectives of a company along with the estimated budget. Likewise, it is also required to analyze the results obtained and do the needful, wherever necessary. While being an integrated management system, ERPs are agile in quickly identifying the impact of marketing actions in the sales metrics by connecting all the information entered into the system, generating reports, and tracking the records of everyday activities.

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