MessageGears reposted this
Buckle up, enterprise marketers. The requirements to be successful in customer engagement is changing rapidly. Your job is to treat every one of your millions of customers as if they are your only customer. You need to do this at scale, and across channels. The good news is that there are major martech trends that are making this elusive goal more obtainable. The bad news is that it will require you to rethink your current martech stack entirely. There is no doubt that the customer engagement landscape is fundamentally and irrevocably changing. One of the trends, which I’ll outline here, is the collision of customer engagement platforms (email, mobile push, mobile In-app, SMS, etc.) and customer data platforms (CDPs). There are many definitions and categories of CDPs, but for this purpose, I’ll define it as the place where marketers access their unified customer data for engagement personalization and channel execution. It makes a lot of sense for brands to want their system of record for their customer data to be in the same platform as their engagement activities. The disconnect between CDPs and engagement platforms has made it difficult to create real-time, personalized experiences. Many customer engagement platforms (CEPs) are now overtly calling themselves CDPs (Salesforce Marketing Cloud, Adobe, Cordial) or are listing CDP features in their capabilities (Braze, Iterable). The MessageGears approach has always been to combine CDP functionality of segmentation and activation with email and mobile campaign execution with a fully warehouse-native architecture. We are the world’s only warehouse-native Data Activation & Engagement platform. More traditional SaaS CEP vendors are now trying to catch up. What does this mean for marketers? What does this mean for packaged/SaaS-based CDPs? Nothing less than a significant rethinking of the ideal martech stack and how it should most efficiently operate. The heart and soul of the new Martech architecture will be where the center of gravity for customer data lives. Should it be in a modern data platform, like Snowflake or Google's Big Query, or should it live in your SaaS Customer Engagement Platform outside of your owned data environment. More on that in my next post. For now, fewer vendors is generally a good thing for the industry.
The Adobe Cdp offering is powerful it provides cistomer engagement across everychannel a stable and proven ai engine to hasten campaign deployment, automate routine matketer tasks snd provide analysis on cistomer data it is the nost superior cdp cep offering on thecmarket. Hope this hekps you classify thecmarker and your conpetitors. I work at the white house bow, but reachout if you have questions onmarket and trend analysis all the best, David
Great observations! Indeed, the drive to attract new customers and enhance value for existing ones pushes companies like Salesforce and Braze to expand beyond their initial niches, leading to the collision of diverse platform types.
Admiring the innovation in enterprise marketing requirements! 🌟 Impressive strides forward, keep up the great work!
Max Byers
2w
🚀
Data and AI Engineering Leader | Generative AI Specialist | Digital Transformation | Marketing Science | Lifetime Learner
3wSaaS vs DWH is really a skill set, budget and resource availabiliy question. One thing I advocate is that your data layer should be separate then your activation layer but well integrated. Data Layer should be treated as end to end solution: your landing zone, pre- processing, profiling in cdp and linking profiles to your DWH/data lake … All are needed and happens in different places.