The continuing digital change that we are seeing has received a lot of attention. Few elements of our lives have, in fact, been wholly unaffected by the variety of new technologies that have had such a significant impact. Major shifts in customer behavior have resulted from this, and solutions like marketing clouds are helping firms adjust.
A marketing cloud is a collection of connected digital marketing tools and services offered by a single vendor. Such services are frequently given as subscription services. Email marketing, social media management, data analytics, customer relationship management (CRM), and other skills that aid organizations in engaging with clients and prospects through a variety of channels may be included in these tools and services. In order to help organizations better understand and target their clients and increase the efficiency of their marketing efforts, marketing clouds aim to offer a unified platform for organizing and automating marketing activities.
The marketing cloud’s overarching goal is to equip marketers with the tools they need to build seamless cross-channel experiences. Such cross-channel experience connects with customers on the right channels at the right times, including SMS, MMS, social media, and messaging (including group messaging). This will increase both sales and revenue.
Although there are platforms and technologies that collectively may be regarded as a type of marketing cloud, they don’t utilize the phrase, so it’s still somewhat ambiguous. This has caused considerable misunderstanding and necessitates a better understanding of marketing clouds.
Examples of Marketing Cloud Platforms
Some of the widely-used marketing cloud platforms are:
Adobe Marketing Cloud also known as Adobe Web Analytics is a platform for digital marketing for integrating marketing efforts with innovative marketing functions. This fully integrated platform lets users deal with campaigns and other different marketings. Some of the features of this marketing cloud are:
|Personalized Customer Experience
|Cross- Channel Marketing
|Data Driven Marketing
This is another marketing cloud which provides integrated marketing solutions for launching cross-channel marketing programs to unify all prospects and current customers. This cloud focuses on higher return on digital marketing investment along with creating customer loyalty through data driven campaigns and decisions. Some of the features of this cloud are:
|Customer Data Platform
It is a customer relationship management platform for marketers that allows them to create and manage marketing relationships and campaigns with customers. This marketing cloud integrates customer management, web personalization, advertising, content creation and management, data analytics etc.
SAP marketing cloud is another platform for CRM solutions for businesses. SAP marketing cloud helps in understanding customers and creating an integrated experience. Some of the features of SAP marketing cloud are:
|Customer Data Platform
|Enterprise Resource Planning
|Business Technology Platform
Importance of Marketing Cloud
When interacting with their customers, digital marketers can benefit greatly from the marketing cloud function. Additionally, because it facilitates improved communication and goal alignment between the two divisions, it is extremely advantageous in enabling marketing to considerably support sales goals. Here are some strategies marketing cloud uses to create more effective marketing campaigns and higher levels of client involvement.
Integrated and personalized solutions
All campaign components, including mobile, social media, online personalization, advertising, content production, content management, and data analysis are managed by the marketing cloud. It has built-in data analysis so that marketing teams can see how the various components of their campaign are doing and determine which ones are generating the most engagement or conversions. As a result, marketing teams are better able to recognize the optimal channels to engage with customers based on their behavior, demographics, preferences, and other factors. It also gives digital marketers more insight into the customer journey.
Digital marketing prioritizes providing customers with highly individualized marketing experiences. Digital marketers can target specific audiences with their messaging rather than depending on general advertising like television or radio commercials. Event-triggered marketing is one of the best strategies to promote targeted communication, increase brand recognition, and boost brand authority. Marketing cloud applications assist marketers in automating their communications, whether it be through welcome emails with product tutorials sent out after a purchase or “grade our service” emails sent out following a customer support email or phone contact. Additionally, a company’s sales cloud and service cloud can be linked to the marketing cloud to provide uniform communication and improve customer experience.
B2B or B2C functionality
Regardless of their target market or industry, firms may build and maintain lasting client relationships with the aid of marketing clouds. Businesses may interact with each consumer at any point in their customer journey thanks to robust analytics tools and seamless channel connectivity. Cloud marketing is a crucial component of many businesses’ marketing strategies. The success of marketing initiatives can be affected by the usage of the proper software solution, which also encourages users to experience higher conversion rates and greater engagement, which benefits firms’ return on investment and brand recognition.
Benefits of using Marketing Cloud Software
As mentioned above, we’ve already discussed the importance of integrating marketing cloud softwares into a business’ marketing strategies. But what other other benefits does it generate to its users? We’ll be discussing that in detail further below.
Valuable and Concise
Marketing cloud gives marketers the ability to direct and streamline unique user journeys because it recognizes the value of gathering audience data and displaying it in a relevant, perceptive way. It enables companies to produce more relevant, targeted content that speaks directly to their ambitions, business goals, and pain points by enabling them to enter the brains of their clients and prospects. Significantly, marketing cloud lifts the curtain on what their target audience is likely to do in the future in addition to revealing the types of activities taken and behaviors demonstrated by them in the past.
Personalization attempts of a company may be fueled by marketing clouds. With the use of customized messaging, it enables marketers to set up particular triggers from prospects that cause a range of activities meant to direct them toward making a purchase. Therefore, the days of randomly sending out bulk emails are over. Users can instead keep an eye out for crucial behaviors that support a particular response. For instance, the marketing team can immediately follow up with tailored content and messaging if a prospect abandons their basket during the purchase process, opens an email, or downloads an ebook.
Timing also plays a significant role in personalization, which goes beyond simply comprehending a prospect’s aspirations. No matter how effective one’s marketing materials are, if you’re sending them at the incorrect time, they won’t be effective. When it comes to upselling and cross-selling to current clients, this is very pertinent. For marketers, including an account’s current satisfaction levels into their marketing activity planning is made significantly simpler by marketing cloud. Based on signals provided by key accounts, the platform can automatically make adjustments, such as halting all conversations with a particular prospect or client until the problem they are experiencing is fixed. The activity can then be adjusted based on the prospect’s “new” level of satisfaction in order to carry on their journey in the most pertinent way.
To accomplish their business objectives, all marketers want to improve the consumer experience. But when this entire process is based on real-world customer preferences, as determined by their prior actions and behaviors, it becomes far more effective. Marketing cloud’s predictive analytics can make this possible.
Marketing Cloud gives marketers the ability to create a single customer view across all potential touch points by fusing user data, buyer behavior, privacy monitoring, and marketing journeys. Due to the common ID that runs through a company’s CRM and other data sources, these unified profiles allow for the matching of crucial data to a single client or prospect. The best part is that all of this data is compiled on a single platform, giving your clients access to a single source of truth, removing any ambiguity regarding your message strategy, and guaranteeing that all stakeholders are on the same page.