Multichannel was a cool thing to do. And then, it got complex.
This is because new channels are getting added almost every day. They are in control of different players. It will take some time for these to mature (or fall off) and a common standard appears where all these can be reliably understood, monitored and controlled. By that time there will be more immature channels and this cycle continues.
Hence, the important puzzle in the minds of marketers is, how to go for an omnichannel strategy, while considering all new happenings. That means, when a new channel comes, it should seamlessly gel with the overall strategy, not requiring additional processing by the marketers. This is possible only when the marketing content is separated from the delivery mechanism(s).
Marketers want to have the flexibility to include new channels, while retaining the ability to change the mix on demand. For this to happen effectively, marketing solution providers should continuously be improving their products and services.
This is where cloud marketing solutions have an edge. It gives the flexibility to add / remove components as modules and make them available for marketers as channels. This makes the marketers separated from the channel dependencies, they just need to focus on which channels, who are the audience and what is the message customization required, instead of worrying about how it will be sent to them.
In addition, tracking mechanisms have to evolve which make it easier to find out the level of engagement required. Today’s new channels automatically come up with this information, and systems should feed this data back to the marketer in a centralized environment where they can have complete access to how customers engage with their content. This gives them a clue on what works and what doesn’t.
All these should keep the overall marketing budget in mind. The modern marketer wants to orchestrate her campaigns, instead of designing them for each channel. Cloud marketing solutions giving this flexibility, with agile additions on a regular basis will be the winner in this market.
Oracle Marketing Cloud is the only Modern Marketing Cloud solution that integrates cross-channel, content and social marketing with data management for the enterprise. This helps the marketers focus on their strengths instead of spending energy on understanding channels and integrating them. With powerful features to deploy campaigns on a variety of channels seamlessly, it is a very important value add for marketing at the social age!
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Sr. Director – Innovations