Direct Digital Marketing and Software-as-a-Service (SaaS)
Posted: April 15, 2010 | John Fildes
Direct Digital Marketing (a.k.a. Digital Marketing) gained momentum and is now an enterprise priority for many companies in the consumer goods and retail industries. In addition to the incumbent service providers available, such as Aprimo, both technology and consulting firms are organizing resources to share in the opportunity.
Some incumbent service providers offer proprietary technology platforms – packaged as software-as-a-service – and promise to provide full enterprise marketing management capability. In reality, none do.
This article speaks very simply to what must be achieved in a technology platform to address the full digital marketing challenge.
• A seamless interface that connects email, mobile, and web marketing and analytics
• Profile management system that connects end-to-end customer data with captured behavioral data when interfacing with web sites, mobile media, email, online advertisements, organic and paid search activity – and although not mentioned but required measurement of traditional media.
As more competitors, technology platforms, and specialized software-as-a-service tools surface it will be interesting to see who will best address the opportunity. It will also be interesting to see how integrated business suite software offerings such as Netsuite evolve and build on their existing product’s already impressive capabilities.
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