Consumer and business demands alike call for a transformation in the CMO’s approach to digital marketing: While consumers continuously and rapidly adopt new technologies and expect brands to keep up, businesses expect a stronger and faster return on investment from marketing. But in a world replete with new data sources — from mobile phones to connected cars and in-store beacons — managing the customer experience is more challenging than ever.
How, then, do you coordinate your marketing in this complex digital world? How do you plan and measure experiences? Leading companies are now realizing that they need to integrate their marketing systems into an overarching “operating system” that bridges and enables customer outreach at scale. They need what is called a Digital Experience Platform (DEP).
DEPs — also known as User Experience Platforms, Marketing Clouds, Marketing Operating Systems and Marketing Technology Platforms — define a comprehensive, multichannel experience around the customer. They create, optimize and orchestrate the multiple elements of modern marketing (like digital ads, mobile tools, e-commerce pricing, in-store signage), as well as help marketers streamline operations and manage creative assets.
DEPs can also help marketers initiate, execute and measure their activities. Once a cost center, today’s marketing departments (led by CMOs) are responsible for revenue generation, with a focus on achieving positive business outcomes like qualified leads, closed deals and accurate measurements. The winners in this space will be the ones who can shift their thinking to making platform initiatives, such as the DEP, mission-critical.
Today, implementing a DEP solution is more about optimizing, rebuilding and reconnecting than it is about deploying large, new chunks of software. Most organizations already have the individual pieces of technology they need, but are missing the connections and hand-offs between them. Knitting together software must be combined with alignment between the organization’s processes and technology roadmaps in order to succeed