big-data-marketing

Demystifying The Marketing Cloud

The Marketing Cloud

The marketing cloud, much discussed but seldom defined, is the backbone of digital marketing, evolving and advancing its current and future role in marketing as a whole. As the marketing cloud improves the speed and ease of marketing operations, streamlining and optimizing processes, so digital marketing teams are able to deliver results that can be measured, as well as actionable data integrated across the entire organization.

Hyper-Growth

Though experiencing hyper-growth, the marketing cloud may not yet be ready for mass adoption as marketing technologies and channels experience the relevant and necessary development and refinement to properly integrate it.

growth

The end goal is a streamlined and integrated cloud marketing function, but right now this arena is in a cycle of building, invention, disruption, and innovation, with little static or standardized marketing technology. Integration is a priority as organizations today value IT strategies that assimilate wholly into their business strategies and practices, which means financial systems, telephony, project management, and production all need to tie in with the digital marketing resources selected. Though the trend for business departments to enmesh and collaborate is growing, we’re still some way from a cohesive and amalgamated organizational solution, and this doesn’t even cover the need for partner and vendor integration.

Consumer Complications

The complexity consumers add to the marketing cloud landscape is also a significant factor to be considered. CRM, a function existing outside of marketing, is complete with its own technological solutions, and mobile typically operates as its own component, too, in which communicating with the consumer requires the integration of technology as well as CMO, CTO, and CIO input to ensure the right message is delivered at the right time. When you consider the various other departments such as customer service and HR that need to be added to the mix, you’re left with a convoluted jumble.

startups

Aside from all of this complexity, privacy and security are two aspects consumers are more and more concerned with, and organizations need to ensure their digital marketing solutions target consumers correctly without making them feel ‘stalked’ or spied on. Add to privacy concerns the fear of data breach, and marketing strategies need to account carefully for secure and responsible use of the marketing cloud and databases. With ever increasing levels of trust, transparency, quality service, worthwhile experience, and value for money, consumers expect a great deal from the brands they use and are increasingly quick to move to competitors who are able to meet their expectations.

The marketing cloud is certainly key to satisfying industry and consumer demands, filling in current gaps, and developing the entire marketing industry, but we’re still at the beginning of this journey with much room for standardization and best practice conventions to develop and mature.

By Jennifer Klostermann

Jennifer Klostermann

Jennifer Klostermann is an experienced writer with a Bachelor of Arts degree majoring in writing and performance arts. She has studied further in both the design and mechanical engineering fields, and worked in a variety of areas including market research, business and IT management, and engineering. An avid technophile, Jen is intrigued by all the latest innovations and trending advances, and is happiest immersed in technology.

Social Media Continues To Shape Martech

Social Media Continues To Shape Martech

Social Media and Martech Martech and social media are inextricably linked and so it should come as no surprise that ...
The Department of Defense Cloud

Why Online Marketers Should Be Concerned About Privacy In The Cloud

Privacy In The Cloud If you’re an average consumer, your concerns about the Internet Cloud systems should justifiably stem from the ...
Martech Technologies and Machines

Martech Technologies and Machines

Technologies and Machines So much of our lives has changed because of technology, not least of all the way people ...
The latest Marketing Technology Landscape Supergraphic shows that, yet again, the marketing technology

MARKETING EXECS BEEFING UP ON MARTECH STRATEGIES

Martech Strategies As budgets shift from traditional marketing streams to marketing technology, it’s essential that both marketers and business leaders ...
Digital Marketing Part 3- Measuring Effectiveness

Digital Marketing Part 3- Measuring Effectiveness

Measuring Effectiveness With a solid foundation in place, the correct strategy and tools utilized, a digital marketing campaign can mean ...
Serverless Computing

Martech – Greater Flexibility And Opportunities

Martech Breeds Marketing technology of recent years offers us greater flexibility and opportunity, and though debate rages regarding issues such ...
Digital Marketing Part 1- A Solid Foundation

Digital Marketing Part 1- A Solid Foundation

A Solid Foundation Big Data and its enhanced usefulness through advancing predictive analytics has changed the marketing game forever, and ...
The latest Marketing Technology Landscape Supergraphic shows that, yet again, the marketing technology

Martech Solutions Expand Despite Poor Implementations

Martech Strategies In partnership with Oracle, Digital Doughnut released their Transforming Marketing Technology report which insists that businesses need to ...
Progressions and Predictions of Marketing Technology

Progressions and Predictions of Marketing Technology

Predictions of Marketing Technology In Gartner’s 2015 Data-Driven Marketing Survey we saw three new technologies entering the hype cycle, Predictive ...
Companies Looking To Capitalize on Martech

Companies Looking To Capitalize on Martech

Capitalizing on Martech According to research conducted by Walker Sands Communication, at least half of US marketers intend to spend ...