Posted in Company Profiles, Innovative Companies, Marketing Programs, tagged brands, CRM, cross-channel, dialogue, digital, Gartner, innovation, integrated marketing communication, marketing, marketing channels, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, mobile marketing, personalization, ROI, technology on November 24, 2008 |
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In my recent Marketing Personalization 2.0 blog piece, I spent some time talking about what I referred to as ‘cross-channel marketing execution management platforms.’ This is a technology segment that is of particular interest to me for two reasons.
First, as someone who has run integrated marketing communication campaigns that have included elements as diverse as PR, live events, direct e-mail, salesforce materials and blogs, I recognize that managing a consistent marketing campaign across mediums is tough. This is particularly the case when it comes to ensuring outbound continuity of brand presentation, while also personalizing content to the customer, and achieving comparable metrics for campaign effectiveness analysis across mediums. Getting a normalized sense of ROI remains the Holy Grail. So I think that every marketing leader has a vested interest in the advancement of the ‘state of the art’ in this technology area.
Second, related to the first point and complicating matters a bit, as marketers we are only being asked to handle and operate across more mediums over time, not less. Platform provider Eloqua claims on its Web site, “According to industry surveys, 34% of marketers cannot execute a coordinated, integrated, multichannel marketing campaign.” I hope this isn’t true, because it is a sad state for marketing if it is. Operating diversified, integrated marketing communication campaigns are a way of life, not an option. And with the explosion of social media and social networking technologies and platforms, our lives are only more complicated and fragmented. So we not only have a vested interest in this technology area, it will rapidly become the keystone for execution.
So I wanted to devote some time in this post to:
- better identifying the state of this technology segment,
- building out a ‘definitive list’ of the major providers, and
- presenting insights into their strengths and weaknesses.
But I’m hoping to do this is a collaborative fashion, and this is where I invite your assistance. Please help review my initial entries on the list and provide suggestions on who else should be included.
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