Editor’s Note: Marketing Clouds, With a Chance of Meatballs
Welcome to the Cloud Wars! Five major, integrated marketing platforms vying to be your marketing team’s online office. Like any city in the clouds, this one is full of wonders: Giants, golden geese, talking harps. Maybe Billy D. Williams and a magic, monochromatic, asthmatic cyborg? Surprise me.
Except meatballs. I don’t want to see any meatballs.
What’s a meatball? All the dumb, ground-up spam marketers still send. I don’t care how much marketing automation sauce you put on your blast emails if they’re still hitting inboxes with a splat and making a mess.
The tools you’re going to read about in this issue (like many others available to marketers today) give you the ability to market in a very relevant, targeted way. Sure, not all of your email recipients are going to appreciate that, but a well-designed campaign at least cuts down on the number of potential customers you offend. Even better, lead nurturing and retargeting technologies allow you to reach those same people in ways that spare their inboxes from an extra delete.
If you’re going to ride the marketing clouds, please think about how you can use them to build better engagement and relevancy with your prospects and customers. Because the tools don’t make the marketing, your decisions do. And today you really need those decisions to come together in a sustainable strategy for audience growth.
Your clouds should make rain, lightning, thunder — maybe some fluffy bunny shapes. But no meatballs!