Il marketing si trasforma e necessita di nuove piattaforme tecnologiche

Rise of the Marketing Platform è un articolo che alla fine pubblicizza la piattaforma di un vendor, però contiene una buona analisi delle opportunità offerte dalle moderne tecnologie a supporto del marketing.

Riporto uno schema sintetico ma efficace sulla trasformazione del marketing.

Ma cosa dovrebbe fare una moderna piattaforma di marketing?

UNDERSTAND: Track customer identity, contacts, and context across every digital, social, and mobile channel — then organize this information into a single, open data repository.

ORCHESTRATE: Design and coordinate engaging customer experiences and continuous conversations that take each customer on a personal journey over time – and do this in an organized, automated way.

PERSONALIZE: Deliver relevant, personalized content and messages across channels and devices.

MANAGE: Support the operational aspects of running a marketing department. Plan the marketing calendar, coordinate content, track investments, and tie the marketing budget directly to results.

OPTIMIZE: Measure and maximize marketing ROI across channels. Attribute outcomes to each marketing experience, regardless of which application handled the interaction.  Support data-driven decision making at the speed of marketing.

LEARN: The pace of change in marketing isn’t slowing down, so the platform also needs to give guidance, best practices, and knowledge to help marketers keep up.