Marketing Automation and CRM systems are changing the marketing landscape. In this interview, Dan Radu, the Principal Consultant at Macromator Inc explains some of the trends and how technology impacts the profession. The application of customer relationship management software and sales disciple in a field like marketing is accelerating. It's been called Modern Marketing, The Agency of the Future or New Era of Marketing but is basically just the use of information systems and data where none or little was used before.
Chief Marketing Officers can now also have a different conversation with Chief Financial Officers about the impact of their department to the bottom line. The Return on Investment can now be tracked easier throughout the whole buyer journey. CMOs have large budgets to spend on such technology, almost the same Chief Information Officers.
This often happens without the IT department being involved from the beginning. Digital marketing becomes more and more dependent on these technologies, but marketing organizations lack the technical skills to properly implement and use such systems.
It becomes quite a problem at the enterprise level with large marketing operation departments, which need to execute campaigns, & programs on a daily basis with the ability to scale the operation across their different product lines and geographies.
Technology is available and allows you to:
Marketing departments need to use a different type of approach to put all this into practice drawing from agile methodologies, testing & revision cycles, and change management.
Consumers’ power is increasing; they will need more relevant & catered content at the right time to make the right buying decision. Integrated technology across multiple channels and systems is the current direction.
I am a strong believer that proper marketing automation and use of CRM based on clean data, well defined processes, relevant content in a creative design can be a pleasure to interact with. A new breed of marketing technologies is evolving.
A concierge team’s focus is working closely with your partners to run the local execution of marketing programs and campaigns. They collaborate with different partners within regions or market segments. Concierge teams may also play a role in developing the core campaign components for the vendor, depending on the depth and breadth of the vendor’s marketing arm.
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One of our clients here at Macro is a major utility company in the United States. This is their story, challenges and the middleware solution Macro provided for them bringing together different data-points to send order confirmation emails.
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Today, more than ever, companies need to use many digital marketing tools, and a key piece of the puzzle is getting different tech platforms to ‘talk’ to one another. We can achieve this with middleware. Google Cloud Platform is a newer player to the middleware game, but it is easily one of the most affordable, balanced and powerful tools available in 2020.
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Macro makes it easy for companies to run marketing and sales operations at scale. We enable companies with their digital marketing technologies to make better data-driven decisions.
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