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Marketing Technology Cloudscape 2015 Launched
MarTechAdvisor.com, a digital property focused on providing news, articles & research on marketing technology themes today launched its annual look at the marketing technology cloudscape.
By: MarTech Advisor
This super-graphic features a look at the wide ranging options before marketers today and key considerations to keep in mind while deciding to build out their own marketing technology stack or buy into a fixed stack put together by large players such as Oracle, Adobe, Salesforce & IBM.
Along with the super-graphic an accompanying report titled "Demystifying Marketing Clouds" was also released. (http://www.martechadvisor.com/
The report will prove to be an invaluable reference guide for marketers as they navigate the complex set of choices and provide the pros and cons of several build vs buy approaches.
The Marketing Cloud is basically a combination of ‘marketing automation tools’ – a suite of tools that enable marketers to create, distribute, track, analyse and measure personalised, real time interactions and engagements with audiences – delivered via ‘the cloud’ – a common space on the internet where the tools – software platforms or apps -are housed.
Without undermining the importance of traditional marketing channels and practices in the offline world, marketers are wide awake to the fact that bulk of their marketing interactions now have to be digital and real time. Both need Marketing Automation. The global nature of business and high cost of setting up and managing infrastructure has fuelled the rapid adoption of Cloud computing over the last decade. Game changers like Amazon Web Services (AWS) have already given organisations big and small a taste of what real digital democracy looks like.
The challenge is that the concept of ‘digital’ is getting wider and deeper all the time. It includes everything from social media to websites, email marketing to mobile apps, video games to viral content, digital signage to interactive voice response and new channels evolve all the time. Each social media platform and content marketing channel is a world within a world. Marketers need to be present in every channel that the customer is in, and offer a consistent and meaningful brand experience in each interaction, no matter how big or small.
The challenge of ‘real time’ is no less daunting. Prospects and customers expect information, responses and interactions as they go, ask, think! No waiting, period.
Inability of a brand to do so reflects poorly on the perceived customer-centricity of the brand – its very ability and intent to meet the needs of the customer comes into question.
Ankush Gupta, Managing Editor of MarTechAdvisor.com says, "We have worked hard to put out this super-graphic and accompanying report on marketing clouds as the rapid changes in technology are fast impacting the way modern marketers go about their jobs. We wanted marketing decision makers and their teams to get a sense of the choices available out there and the various pros and cons of a build vs buy approach."