Cross Channel Marketing from a Mobile Point of View - Page 3
Why SaaS?
- Forrester Research’s recent coverage of the CCCM market suggests marketers crave cross-channel solutions from their incumbent CRM vendors but are struggling with the challenge of cross channel digital marketing. Combined with a reported inability to easily “swap out” these complex systems, the result is a clear case for approaching a SaaS provider with strong cross channel capabilities that can integrate with internal systems as required.
- For the many more businesses that cannot afford complex internal CRM deployments, a cross channel marketing platform available as a service offers access to the most advanced capabilities cost effectively.
- A SaaS model means continuous innovation can be quickly brought to an entire base of customers rapidly as opposed to complex, “one-off” internal deployments. With the pace of innovation in the digital space, such adaptability is key to ensuring marketing efforts keep up with changing consumer behavior.
- One-to-many end users are supported, meaning the largest multi-location enterprises as well as the small business owner are equally accommodated. The distinctions between the small and large customer comes down to process, integration and scale.
Few pundits have identified a correlation between the cross-channel marketing challenge and the “on the go” consumer, yet a connection cannot be denied given the importance of the mobile device as part of consumers’ lives. Considering as well the popularity of social media and the daily increase in smartphone adoption, the mobile channel itself may be the platform on which cross channel marketing happens. If that’s the case — and it certainly seems reasonable that it is — then marketers owe it to their organizations to include technology companies with deep experience in mobile in their evaluation of cross channel marketing solutions.
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