The Online Marketing Suite Evolves

March 15th, 2013

James McCormick

With contributors:

Joe Stanhope , Dave Frankland , Samantha Ngo

Summary

In the age of the customer, the requirements for the online marketing suite have evolved and become even more acute. Customer expectations are greater than ever, and business demands more marketing efficiencies. Adding an additional burden, a deluge of vendors taking different approaches have positioned themselves as online marketing suite providers and muddied the waters. The good news is that fully capable online marketing suites are possible; however, not from a single vendor, and these suites require careful planning and integration. To assist customer intelligence professionals piece together an online marketing suite, this report provides a three-component framework. The framework forms the basis of suite capability assessments, gap analysis, and road map planning and provides a tool to review internal, partner, and vendor suite skills and capabilities. The hub, channel, and integration components define the framework. Each delivers specific capabilities that democratize customer data, deliver customer intelligence, and integrate full suite capabilities to support marketing and business use cases.

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