Choosing Distributed Marketing Technology: 7 Key Considerations for the CTO/CIO


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Choosing Distributed Marketing Technology: 7 Key Considerations for the CTO/CIO

  1. 1. DMM Saepio Learning7 Things SeriesYour CTO Should Know AboutDistributedMarketingManagementTechnology
  2. 2. DMM 7 ThingsIntroductionInvestments in marketing technology are growing rapidly within most organiza- Your CTO Should Know Abouttions. The technologies being selected are designed to solve a rapidly changingand wide range of marketing needs for everything from advertising placement to Distributedmarketing operations workflow.Because most of these solutions are now cloud based, solution selections are Marketingbeing made without the traditional input of IT and without any capital expendi-ture review process. And, frankly, IT wouldn’t know where to begin if they were Managementinvolved. The number of marketing technology solutions available in the marketplace is mind numbing. Further, many of these technologies overlap in functional-ity, yet solve different marketing challenges. And, the marketing space is changingso rapidly that even the CMO can’t keep up.The historic, natural reaction of a CTO in such an environment would be to de-mand a pause to develop a master plan and to explore a single vendor solution. TechnologyToday, that would be the wrong decision. The large solution providers that youwould typically turn to are as lost as you are. The blurring rate of change in consumer ad consumption habits, the blur-ring rate of technology innovation leave large IT solution providers unable to keep pace. The marketing world is a wild,wild west and your marketing colleagues need you to help them be nimble.This paper looks at helping the CTO / CIO team look at 7 foundational elements when selecting DMM technology:1. How to focus on foundations2. The importance of a platform solution3. How DMM drives revenue and reduces costs4. The need to be agile5. The importance of architecture6. Point vs. Aggregated Solution7. Understanding marketing content creation in a new era 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  3. 3. 1. Focus on the FoundationsThe chaotic marketing landscape doesn’t mean your marketing technology strategy has to be rudder-less and reactionary.Most of the chaos comes from the myriad of point solutions. These address everything from how tooptimize the messaging of PPC ads to how to run better webinars. All important, yet all stand-alone.Underneath this chaotic collection of always changing point solutions, however, are six importantcustomer-centric foundations and one internally focused foundation. As the CTO/CIO of your organi-zation, this is where your focus and guidance of marketing technology should be.The Foundational Elements to Guide MarketingTechnology• Customer data – CRM systems.• Customer insight – reporting, measurement, analytics and campaign management Local Consumer• Customer on-boarding – lead-to-revenue management, Data sales enablement and loyalty marketing• Customer-facing content repositories – digital/marketing CRM asset management , web content management, dynamic, multi-channel content creation• Customer engagement – message delivery channels, real- time marketing and marketing fulfillment automation Make Your Data Actionable• Marketing Process Optimization Systems – Marketing re- source management 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  4. 4. 2. Look for a Platform SolutionLook for platform solutions in the area of market-ing technology, and let the platforms aggregate,assimilate and/or feed the ever-evolving, ever-changing point solutions. Email When you achieve a single point foundation ofcustomer data, have solid resources for glean- Distributeding insight from that data, have self-improving Local Direct Mail Marketingon-boarding processes, have a single, highly agile Landing Pagesmarketing content repository, have automated Marketing Campaignmarketing fulfillment, and have a strong internal Workflow Digital Marketing Managementworkflow and budget process management for Print Ads Asset Fullfillmentyour marketing operations, the point solutions Management Automationemployed by your marketing team will naturally Dynamicextend the value of the foundations you’ve laid. In CRM/Data Content Mobile Analytics Budgetthe absence of these foundations, the point solu- Measure Assembly Managementtions will seek to fill the void and, as a result, create and Reportsorganizational chaos and inefficiency. Collaborative Knowledge Communications Sharing Social Digital Signage Banner Ads Foundations Connecting Fullfillment 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  5. 5. 3. Drive Revenue and Reduce CostsFocusing on the 6 foundations oultined will also serve to drive revenue growth and to reduce costs.The first three foundations – customer data, customer insight and customer on-boarding – are all keycontributors to growth. The last three – customer-facing content repositories, customer engagementand marketing process optimization – can also contribute to growth but are largely focused on costreduction through the elimination of costly redundancies and the automation of labor-intensive pro-cesses. 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  6. 6. 4. Seek to be AgileEach of the foundations previously outlined– whether focused on the person, the content or the pro-cess – uniquely contributes to an agile marketing organization and enables the organization to quicklyrespond to the always changing, ever innovating marketing environment.How Agility is Created With a Single Platform• A single or connected customer data platform provides the basis for focused, personal engagement.• A single or connected customer insight platform provides the knowl- edge of what, when, where and how to engage the customer.• A single or connected customer on-boarding and development plat- form provides a launching point for new and/or expanded customer revenue.• A single or connected customer-facing content platform provides dynamic, automated, and real-time marketing content creation.• A single or connected customer engagement platform provides automated, multi-channel message delivery and facilitates customer initiated conversations.• A single or connected marketing operations platform facilitates a coordinated, efficient marketing process. 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  7. 7. 4. Seek to be Agile, ContinuedLong Term SuccessWith these long-term foundations in place, the short-term point solutions used by the marketing teamto capitalize on new innovation opportunities and hot marketplace trends become less relevant to thelong-term IT strategy for the organization. New innovations will always emerge and fade. New tacticaltechnologies will climb the hype cycle slope with great fanfare and then fall into oblivion or becomeabsorbed into broader solutions.By having the key foundations in place, your marketing organization can have great agility in respond-ing to innovation opportunities and yet keep them in their proper role of building tactical applicationbased on your strategic foundations. 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  8. 8. 5. The Importance of ArchitectureUnfortunately for the CTO, marketing technology has not matured to the point where a single solutionprovider can effectively meet the foundations outlined above. For the large enterprise, companiessuch as Oracle, IBM, SAP, SAS, Infor, Microsoft and TeraData all desire to be the single solution providerand have all made substantial acquisi- Business Corporate Local Marketing Consumertions in this endeavor. None, however, Stakeholder Marketing Marketing supply chain or Sales Teams Needs Inputhave effectively integrated their acqui-sitions and all have substantial gaps.They simply aren’t organizationallyagile enough to match the intense paceof change, particularly in the areas ofcustomer-facing content repositories Campaign Dynamic Local Configuration Content Marketing Digital Adsand customer engagement. Consumer Insights Suite Products Engine Social Saepio Channel IntegrationsBecause of this current state, the archi- Saepio Data Integrations Data Access Asset Personalize Control Repository Mobiletecture of the solutions you select for Brand Assets Localizeyour foundation matters immensely. Template Creation Compilation RadioThe following characteristics are essen- Business Processes Purchase Email Workflow Businesstial: Marketing Programs Config Rules Fullfillment Print• Open Architecture – The ability for Co-op Programs List Management Workflow Share Video your foundational marketing tech- DAM Schedule nologies to integrate foundation-to- Fullfillment foundation and from foundation- Config to-point solution is critical. Most marketing software platforms have been developed with an open archi- Saepio Analytics tecture philosophy but it’s always best to double check. Saepio Automation Framework 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  9. 9. 5. The Importance of Architecture, Continued• Flexible Application – Marketing execution methodology varies dramatically even within an indus- try. At the core, your platform solutions should be able to flex to meet any number of use cases. Test several widely varying use cases on the technologies you are considering.• Configuration not Customization – Avoid custom built solutions. A candidate for your foundation technology suite business should primarily speak in terms of how they will configure the platform to meet your unique needs. If custom programming is required, make sure the company’s philoso- phy is to contribute your custom work into the configurable core. It may sound counter-intuitive at first that your customization will benefit others, but becoming a “branched” code set is not a viable long term approach.• Continual Enhancement – Ask to see the recent product enhancements from a prospective tech- nology provider as well as the next 18-month product roadmap. If the provider isn’t showing con- tinual enhancement, your ability to match pace with the rapidly changing marketing landscape is at risk.In summary, at the foundational marketing technology level, architecture matters a lot. Because nosingle provider has brought all the foundation elements effectively together in a single suite, watchcarefully for open architecture, flexible use, configurability, and a history of continual product en-hancement as you assemble your solution. 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  10. 10. 6. Point vs. Aggregated SolutionWith thousands of marketing technology solutions in the market, it is virtually impossible for IT department personnel to even beaware of them, let alone engage in reviewing them. However, with many of these solutions, the stakes aren’t always high. In suchcases, IT may simply choose to leave the decision solely in marketing’s hands or rely on one of the foundation technologies to createthe connection.As an example, multiple providers can help an organization manage its email marketing. While the solutions have different nuancedfeatures and functions, the service provided isbasically the same.In the case of email marketing, it’s also likely that theone of the customer on-boarding foundation tech-nology providers will offer an email solution thatthey either provide themselves or through a pointsolution provider. The providers of the customer en-gagement foundation technology, particularly thoseproviding marketing fulfillment automation will doso as well. In fact, these platform solutions typicallyaggregate solutions across:• Email• Social• Mobile• Landing Page• Digital Display Advertising• Print advertising• Digital Signage• Direct Mail and moreThis can greatly reduce the demands on marketingand IT alike to select and manage point solutionprovider relationships. 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  11. 11. 7. Understanding Marketing Content Creation in a New EraAs consumer habits change, support systems must change as well. One area of rapid change is themanner in which content must be created.Historically, creating a campaign schedule and creating or staging existing content for the campaignmet the consumer’s expectation. But that is rapidly becoming no longer the case. Today’s consumerswant to be part of the marketing communications loop. They expect communications that are rele-vant not only to them but to their current situation. Meeting this need requires a whole new approachto how content is managed.Digital asset management must be re-examined. Content thatwas once stored as assembled documents must now be storedas the individual “marketing objects” that comprise those docu-ments and robust, dynamic content assembly engines must beemployed to assemble content on-demand and in the channelof choice for the consumer and any given point in time. Contentthat used to take days or weeks to create now must be assem-bled in seconds or sub-seconds. To learn more about content cre-Stated another way, CRM data, analytics, lead nurturing and ation in a new era, read the whiteother foundational technologies all provide insight and instruc- paper, “New Era Requires Newtion that converges at the content. The content creation and Platform Approach to Corporatecustomer engaging marketing fulfillment automation processes Marketing.”must be equal to the task to dynamically create and serve con-tent when, where and how a consumer seeks it. white-paper-MarketPort- for-Corporate-Marketing 7 Things Your CTO Should Know About Distributed Marketing Management Technology
  12. 12. About SaepioSaepio makes it easy for corporate and local marketers to build and run effective and engaging all-channel marketingcampaigns. Saepio’s powerful MarketPort marketing platform starts with easy … • Easy to Build and Run Cross-Channel Campaigns because everything – email, landing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much more – are all managed in a single, integrated digital marketing platform. • Easy to Maximize Brand Value at the Local Level because local and corporate marketers share a single platform but experience the same platform differently based on their roles. Brand control, speed to market, and content localization is all easily accomplished whether messages are for local, national or global audiences and corporate marketers can easily assign campaign tasks to local marketers. • Easy to Engage Customers with personalized, relevant messages because corporate intelligence gleaned from CRM data, customer analyt- ics, consumer actions and more can determine what content is served when, where and how. • Easy to Automate Marketing Fulfillment because robust workflow enables every cross channel customer touch point to happen automati- cally whether launched by corporate marketing, initiated by a local marketer or triggered by a customer’s action.This robust yet simplified approach to today’s complex marketing challenges is in use at hundreds of leading companies and organizations, includ-ing many of the world’s most powerful brands. It is transforming the way corporations focus and manage their marketing efforts in a world thatintroduces new channels, new competitors, new regulations and new opportunities at every turn.Visit, email or call 877-468-7613 to learn more.For More InformationContact Us Share This Document with your NetworkSaepio Technologies600 Broadway Suite 400 Kansas City, MO 64105Email Follow Us:info@saepio.comCall Toll Free877-468-7613 to learn more 7 Things Your CTO Should Know About Distributed Marketing Management Technology