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Reducing manual processes through integration frees up marketers’ time to concentrate on more strategic – and creative – activity. Critically, this activity is now inherently measurable; digital marketing can be tested at every stage, with real time feedback on messaging and content to enable continual refinement. Indeed, this is the second key benefit of the marketing ecosystem: the speed of information flow is radically improved, enabling marketers to respond quickly to customer behaviour and actions, creating a more responsive and relevant customer experience and driving brand affinity.
In addition, linking up to a cloud based marketing ecosystem provides access to valuable third party data sources, information that a marketer is now in a position to effectively use having joined up the customer digital fingerprint to gain deep insight into the customer base. Combining data modelling to define the ‘best customer’ attributes with these anonymised third party data sources supports very effective targeting, extending the company’s reach towards the ‘right’ customer type.
And this is key: while tech overload is clearly a concern, marketing departments cannot afford to stop investing, discovering or innovating. But this innovation must be focused and relevant – with a single, joined up marketing ecosystem, a company can extend its reach far more effectively than simply adding new tools for the sake of it.
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- Syncing sucks: Your IT department will need to replicate and export customer data from multiple internal systems into the cloud vendor’s system. This is a complicated, time-consuming and expensive effort of transforming the data for the vendor’s platform, and then shipping the data, and managing the syncing process regularly between the cloud system and your internal systems.
- Real-time what? The company’s only going to upload a subset of customer data to the cloud—it’s just too expensive and time-consuming to replicate everything. Therefore, when a marketer wants to do something new, he may or may not have the data available in the cloud.
- Feeling insecure: Beyond the cost of storing and managing duplicative customer data sets, internally and in the cloud, there are security risks. This is not due to the cloud vendor having poor security necessarily, but the fact that duplicate data sets with differing security standards and policies is a risk.
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"With the top marketing cloud vendors pushing an open architecture message, making multiple acquisitions, and allowing independent solutions to be built natively on their platforms, the distinction between all-inclusive suites and customized stacks has never looked so hazy.
Are the clouds dispersing? Not in any simple sense. The big marketing clouds aren't about to vanish. If anything, Adobe, Oracle and Salesforce have broadened their central cloud offerings to include various combinations of marketing, sales, service, data or analytics, eCommerce and app clouds. But at the same time, it's become increasingly clear that these complex, interrelated platforms are really collections of tools—more or less well integrated—and not monolithic, walled garden solutions.
In other words, they look more and more like customized stacks under big name awnings."
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Headache #1: Time.
Headache #2: Consistency and continuity.
Headache #3: Data.
One more headache: Alignment
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"I don't believe this is such a binary issue," Chris Lynch told me, "whether the marketing cloud makes sense or doesn't make sense for a company."
Lynch, Head of Product Marketing at Oracle Marketing Cloud, was explaining that Oracle views the marketing cloud as a set of foundational technologies which people need—such as Eloqua and Responsys for orchestrating B2B and B2C customer experiences—and with which point solutions can readily be integrated. "We're devout about an open platform strategy," he said. "The existence of a marketing cloud need not be at the expense of other best-of-breed solutions."
"It's easy to look at cost," he said, "based on the initial contract. But what's quite often overlooked in the area of software-as-a-service is total cost of ownership." A marketing cloud may look pricier than point solutions, but it's necessary to look not just at the immediate product at point of sale, but at what will get delivered over a number of years—not least in terms of services and support which can prove costly. "There are a lot of varying versions of 'yes' when you ask if a solution can do something. You need to ask how it's going to be done, and about long-term cost."
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We found that these marketers are overwhelmingly embracing self-service tools, not all-in-one marketing clouds. They prefer solutions that are easy to use, affordable and work seamlessly out of the box. They want the flexibility to build powerful stacks of technology, unique to their business needs, that integrate with one click.
When you consider budgets alone, mega-vendor marketing suites immediately break the bank. More than 40% of marketers at mid-market companies we surveyed have less than $50,000 per year to spend on marketing technology. Simplicity is also crucial, whether it’s technology for landing pages, social media, content marketing, SEO, website testing, or analytics. More than 98% of marketers want products that can be set-up and used by people with minimal technical skills.
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iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.
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The simple solution recommended is simple. Instead of jumping into technology before it’s been learned and understood:
-Assess your current business strategy and understand the technology you’re working with
-Plan, focusing on the resources and skill sets needed to properly implement the technology
-Implement the strategy once the assessment and planning has been properly completed
More promising statistics:
-42 percent who own their MarTech strategy see greater business impact
-50 percent with a strategy are able to achieve more targeted customer engagements
-51 percent who manage and integrate tech well achieve greater revenue contributions
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Monday, November 3, 2014, 11:00 a.m.–12:00 p.m. Eastern time (11:00-12:00 EST) The so-called marketing cloud wars continue to heat up. In Forrester's Q3 2014 Forrester Wave evaluation of enterprise marketing software suites (EMSS), we evaluated the eight primary players in the category. This Webinar discusses the findings and helps marketers pick their allegiances as the battle for mindshare and market share continues.
Agenda:
-The Vendors That Make Up The EMSS Landscape
-The Forrester Wave Methodology And How We Approached The Evaluation
-The Key Findings And Why They Matter To Marketers
Key takeaways:
-Cut through the vendor-speak and understand what is going on in this complex, evolving category.
-Be prepared to work with these vendors more effectively to build an integrated marketing technology stack.
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Receive a FREE daily summary of The Marketing Technology Alert HERE ↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑↑
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Forrester characterizes buyers as primarily seeking integration above all else. Good integration options make best-of-breed capabilities considerably more attractive.
The good news is that most of marketing cloud providers are galloping in this direction. Many of them have made huge strides forward in providing more open APIs and expanding their official ISV ecosystems. And from some of the R&D work that a few of these vendors have shared with me, I can confidently predict that the ease and power of these plug-and-play integrations will be pretty astounding over the next year.
That will permanently change the dynamics of this space. It won’t be about who has the best of everything built-in — simply an impossible quest in a world of such rampant innovation and change in marketing — but who has the best platform ecosystem upon which a marketer can craft an integrated stack that is ideally suited to their specific needs.
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Receive a FREE daily summary of The Marketing Technology Alert. Subscribe here: goo.gl/xSjgGT (your privacy is protected). ˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄
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Digest...
What it comes down to, Brad Rencher, general manager of Adobe's digital marketing business said, is producing a system which helps marketers make sense of data, share it effectively across functions and put it into action when it matters. ˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅ Receive a FREE daily summary of The Marketing Technology Alert. Subscribe here: goo.gl/xSjgGT (your privacy is protected). ˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄
"Competitively, what we're looking to build is a platform or a system that can basically help organizations work better together so their search marketer, their social marketer and the mobile marketer can actually be friends and work together," Mr. Rencher said. Many marketers still prefer selecting best-in-breed products as opposed to going with a full suite from one company, Mr. Rencher readily admits. But, he said, some are coming around. "I wouldn't say the whole market is coming there, but the early adopters saying, 'You know what, I'm done. Give me the marketing cloud, give me all the capabilities.'"
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How the use of Cloud 2.0 technology can affect the implementation of CRM solutions for business ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
Marketers use the most cloud apps in an organization, yet 98 percent of their apps are not “enterprise-ready” and put data at risk, according to a new report on app usage trends by cloud security company Netskope. Enterprises are continuing to adopt cloud apps at a rapid pace, with an average of 508 apps per organization in the second quarter of 2014, up from 461 in the previous quarter, according to the report. Marketing departments, specifically, have seen an increase of 14 apps per enterprise since Q1, for an average total of 61 in use during Q2. But the majority (88.4 percent) of those 500-plus apps are deemed not enterprise-ready, which means they scored a “medium” or “below” on the Cloud Confidence Index. The problem, of course, is that many marketing apps–nearly all of which are not considered enterprise-ready by Netscope–contain customer data. Other factors examined included whether the app enables the auditing of a user, administrator, and data access activities; offers security features, such as support for multifactor authentication, encryption of data at rest, and separation of tenant data in the cloud; and has a well-defined business continuity plan in the event of a technology outage or natural disaster. These include cloud storage apps–one of top categories used by marketing professionals–she said, such as Google Drive, Dropbox, and Box. Other cloud-based apps with a high level of sharing in marketing departments “aren’t apps you’d think about,” such as Evernote, Salesforce, Trello, and Zoho. Often such apps are used to share content with unauthorized users, she said. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Get Your Head into the Cloud - Cloud Adoption
____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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![Get Your Head into the Cloud - Cloud Adoption [Infographic] - B2B Infographics | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/jmRyIW_dCKAGPOE8Ea9uUvL6dadsvGA8m9WNoVsbzkY=)
As I was reading this, I was wondering if it was written by either Oracle or someone from Zapier.
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