In his 2016 report, “The Next Generation of Enterprise Marketing Technology,” Joe Stanhope outlined 4 phases of marketing technology: the age of CRM (1995-2000), the age of campaigns (2001-2006), the age of platform (2006-2011), and the age of cloud (2012-present). Each was characterized by innovations around a certain type of technology and lasted approximately 5 years.
As we approached the end of 2017, mParticle sat down with Joe to understand what’s next.
The enterprise marketing core
As he wrote in the 2016 report, Joe believes that, despite the near ubiquity of marketing clouds in the current age, the critical challenges remain largely unsolved. Marketers continue to struggle with recognizing customers across the full length of the customer journey; obtaining deep customer relationship and experience insights (much less linking these insights to action); and, integrating both across solutions and within the suites themselves.
To move beyond the “age of the cloud” and succeed in the “age of the customer” B2C marketers must prioritize five critical capabilities:
1) Continuous engagement
The first critical capability is continuous engagement, which allows businesses to define superior customer experiences that seamlessly span acquisition and customer management for specific segments of customers:
2) Interaction distribution
The second critical capability is interaction distribution, which connects continuous engagement workflows to the systems that deliver customer experience moments in context and at the exact moment of need:
3) Journey intelligence
The third critical capability is journey intelligence, which consolidates analytics across the entire customer life cycle:
4) Real-time processing
The fourth critical capability is real-time processing, which supplies the speed and breadth of data required for highly relevant, in-the-moment marketing (which is so critical for mobile):
5) Identity Resolution
Most important of all is identity resolution, to ensures experiences are delivered to the right customers:
Marketers are notorious for loving quick hacks, silver bullets, and shiny objects, but, to compete in the age of the customer, they will need to slow down and methodically build the proper foundations.