Marketers need tools that reduce dependency on IT. A successful tool must streamline processes, not complicate them. Marketers know what they need for the job they’re trying to accomplish, but don’t always think in terms of a holistic toolset balancing ease, impact and power.
What capabilities are going to be more important for marketing clouds to offer during the next five years?
Principally: ease of use and analytics. One key value proposition of the cloud is improving accessibility without compromising usability or capability. There will also be new functions, new ways to do things we do already (unhindered by those external dependencies) or new channels and approaches, like augmented reality or real-time feedback and analytics. It’s important that marketing clouds deliver on these, while still striking that balance between comprehensiveness and usability.
The mode of thinking behind them will change. In the next 10 years, 75 percent of the workforce will be “born digital.” They will distinguish less between enterprise and consumer approaches. This is critical to informing the design and development of enterprise tools. Platforms need to enable easy ways to author and curate content in simple cloud and mobile-aware applications that embrace app-centric models. The tools are still enterprise-grade, but the way in which people use them has changed.
What types of companies gain most from working with a marketing cloud?
There are no specific industries that get strictly more advantage from using marketing clouds. It’s most relevant to businesses that rely on speed, agility and effective analytic insight in delivering customer experiences. That’s already a huge proportion of businesses, but that number will grow aggressively — as noted [before], 89 percent of businesses plan to compete primarily on this basis.
How do you counsel your customers in defining the parameters and setting up an attribution model?
[Special thanks to TM blogger Chuck McLeester for suggesting this question.]
First, we look at the types of activities they undertake and assess what they can already measure. Our goal is to marry activity with analytics. Often, what gets measured is just everything that they can measure; it’s not always looked at in terms of the discrete activities that are occurring. This cloud-based approach allows companies to match attribution closely to what is actually happening. We look to give focused, relevant analytics for different activities in a way that’s easy for marketers to use and access.
It’s powerful, enterprise-grade technology delivered through a user-centric app.