In the ever-expanding, technologically evolving marketing realm, marketers are expected to master more than ever before—multichannel automation, content personalization options, social sharing tools, and analytics, for starters. A marketing Cloud makes it possible to juggle those numerous and necessary tools without dedicating your every waking moment to the job.
But one question remains: Do you take an all-for-one approach and build a marketing Cloud around the specific needs of your business, or do you take a one-for-all approach and invest in a single vendor that meets as many requirements as possible?
Software providers have responded to the demand with "plug and play" marketing solutions that promise to handle everything at the push of a button. It might sound like a dream come true, but nothing's perfect. Those turnkey solutions are typically walled off to at least one key component of your marketing tool kit, which means you must sacrifice your ambitions because of software constraints.
No system will accommodate all your marketing needs—unless you build it yourself.
Numerous advanced Cloud offerings have sprung up in recent years, but each of those turnkey solutions has its own unique issues. Whether it's a failure to integrate sales and customer relationship management functionalities, a lack of native content features, or mediocre analytics and ad tech tools, solutions from Adobe to Salesforce to Oracle haver their shortcomings.
Considering how fluid technology tends to be and how rapidly the marketing world can shift, asking a vendor to offer a definitive solution that evolves with the times is a tall order. Open marketing Clouds, however, allow you to substitute solutions with new technologies that best meet your company's needs on a regular basis, keeping pace with the constantly changing world around you.
Here's another concern with the one-suite-to-rule-them-all approach: Not everything needs to be interconnected. Your marketing automation system should integrate with your customer relationship management tool, and your content personalization, marketing automation, and Web analytics systems should be in sync. But beyond those major elements, you don't need every single piece of software working in tandem. That sort of overkill can unintentionally bog down your operation.