To succeed in meeting consumers’ needs and wants, marketers need to unify touch-points, reduce complexity, and increase agility. But, as we well know, the multitude of technology options now available makes choosing which technologies are best for your organizations needs more complex.
Most recently, marketing cloud solutions have been getting a lot of attention and are being positioned (by some) as the turn-key solution to many of marketing’s technology challenges. But are they? Marketing cloud solution users cite they continue to have challenges in such areas as: integration with legacy systems, end-to-end coverage, and integrating the right data, services, and support.
There Are No Perfect Solutions
The real answer is there are no perfect solutions when it comes determining the right mix of technology offerings. A Forrester Consulting Thought Leadership Paper, commissioned by Yes Lifecycle Marketing, states that, “With all the options available to them, marketers are put in the difficult position of deciding between depth and breadth in their technology solutions. On one hand, adopting a best-of-breed approach addresses specific needs exceptionally well but requires continuous integration. On the other hand, while a single suite (marketing cloud solution) suffers from inconsistent functionality depth, it’s billed as fully integrated.”
Factors Marketers Need to Consider Before Committing
There are pros and cons to any technology solution and cloud-based marketing solutions are no exception.
Marketing Cloud Solutions — Pros:
- Considered more powerful, accessible and better-connected than on-premises software, updates can be deployed automatically.
- Cloud solutions can afford increased opportunities to deliver deployments at speed.
- Greater access to certain capabilities like analytics, data storage, and reporting.
Marketing Cloud Solutions — Cons:
- End to end coverage not a reality, which for many is a reason to consider a marketing cloud solution – the belief that they can reduce the number of vendors they deal with and cover all technology categories with one solution.
- Sometimes not robust enough to allow for the speed needed when responding in real-time to customer needs.
- Integration with legacy systems can be problematic
Successful technology usage requires more than features and functionality. Marketing technology is complex. It requires effort to deploy and maintain and involves many stakeholders. While Integrated packages can appear attractive, marketers need to look at all options as each organizational case is different.
An alternative to Marketing Cloud Solutions are individual point solutions, or taking a best-of-breed approach, breaking down the three critical capabilities needed – data management, analytics, and orchestration — to decide what solutions work best, for example an engagement platform coupled with a data platform.
To be successful, marketing technology solutions need to be both comprehensive and increase agility. To find out more about how to determine the right technology mix for your organization and implement personalization at scale, download our latest eBook, How to Implement Personalization Across All Customer Touchpoints.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.