Demystifying Online Marketing Services

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.

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.

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

Suraj Gupta

The Rise of the “Ecosystem of Ecosystems”

Ecosystems Emergence Even during these uncertain times, once fierce competitors are now collaborating and co-existing to not only survive, but thrive. Salesforce is partnering with Microsoft and AWS for better customer success. Apple is partnering ...
Building a Robust Virtual Agent (VA) Rollout Strategy for DSPs

Building a Robust Virtual Agent (VA) Rollout Strategy for DSPs

Building a Robust Virtual Agent (VA) Rollout Strategy for DSPs Proven methods to increase VA containment & customer satisfaction The virtual agent’s market is at an all-time high and is garnering more and more interest ...
Patrick Joggerst

Session Border Control as a Service: Faster, More Secure and Dramatically Less Complex Enterprise Communications

Session Border Control as a Service As businesses are increasingly moving to cloud-based unified communications (UC) for improved collaboration and productivity, they must also ensure that their networks and systems are as secure as possible ...
Madhaven Krishnan

Steps To Achieve Hyper Productivity With Your Digital Apps Development

Achieve Hyper Productivity The mobile and cloud revolution in enterprise IT is well underway and is already causing never-before--seen changes in the way apps are developed, managed and transformed. The driving factors behind these changes ...
Business Virtual

Open Virtual Exchange (OVX) – Helping DSPs Fast Track the Monetization of SDWAN

Open Virtual Exchange (OVX) Bring agility and speed to market with intelligent network automation Digital Service Providers (DSPs) do have high expectations from virtual network services such as Software-Defined WAN (SD-WAN), as it promises to ...
Anita Raj

The Criticality of Data Governance in a Multi-cloud Environment

The Criticality of Data Governance Multi-cloud has emerged as an enterprise favorite in almost no time.  In fact, Security Boulevard  makes a reference to a Forrester Research Report which confirms that almost 86 percent of ...