Topics: Marketing Strategy
With an ever-growing amount of marketing technology solutions available for organizations to increase their profits, choosing the right ones can be a challenge. But with a solid grasp of the solutions landscape, you can better understand the tools at your disposal and choose the right ones to add to your digital marketing wheelhouse.
Here are five key marketing tools to consider.
Content Marketing Platforms (CMPs)
Content marketing platforms are designed to help marketers be more successful in driving awareness, leads and revenue from their content, including managing content strategy collaboration and the different activities by content creators, curators and distributors.
Tip: Be sure to select a CMP that allows you to conduct various content marketing activities from one central location.
Cross-Channel Campaign Management (CCCM)
Cross-channel campaign management tools, such as those offered by Adobe, SAS, and Oracle, are intended to help support customer analytics, segmentation and customer data management for both online and offline campaigns.
Tip: Choose a scalable solution, as you’ll likely need to start small and provide evidence of successes before asking for larger investments.
Cross-Channel Identity Resolution
Forrester refers to identity resolution as “the connective tissue for cross-channel insights and engagement,” because there is no substitute today for being able to make sense of customer data from different touchpoints. As customers increasingly see channels and devices as interchangeable, data cannot be siloed.
Tip: In an effort to streamline personalization efforts and build a customer profile that is cohesive, select a solution that enables you to identify and understand your customer regardless of channel or device.
Email Service Providers (ESPs)
Email service providers allow you to frequently engage with customers at a low cost. Some providers even allow you to create custom emails based on customers’ online behaviors, preferences and transactions.
Tip: When selecting an ESP, choose one that allows for personalization, as this will help you better target customers with relevant content.
Social Media Management
Keeping your message consistent across social media channels is critical, and with the right social media management solutions, you can ensure your posts are compatible with your established compliance and brand guidelines (regardless of who is posting or where he or she may be located).
Tip: Make sure your tool of choice also integrates with other capabilities, like reviews, ratings and measurement, in addition to letting you respond to comments and monitor and publish posts.
In the age of people-based marketing, having the right marketing tools is what will enable you to connect everything back to your consumer—and these five tools are a great start. To learn more about what it will take to bring your digital marketing initiatives to the next level, or if you’re interested in learning more about a specific marketing tool, contact Axis41, A Merkle Company, today.