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Impact - A Blog by INM

Data Overload? Digital Marketing Hubs To The Rescue

May 11, 2015 by Suzanne Fondacaro

We now live in a time where digital experiences are everywhere, even where we least expect them. So, the likelihood that your consumers are interacting with your brand through a digital experience is extremely high. The challenge that this creates for you - the marketer - is that you need to ensure that the experience you provide your customers is consistent and continuous through all your different channels, because client expectations are higher than ever. In an era where people are connected to multiple devices at all times, customers expect to begin a transaction on their mobile phone, continue it on their tablet and finalize it on a computer without disruption or a change in experience. As if this wasn’t challenging enough, the growth in connected devices further expands a brand’s experience delivery.

Having so many different touch points with consumers, means that organizations have the chance to really shine….or…to tremendously disappoint. The companies that succeed are the ones that embrace these opportunities to show their customers that they know them, they understand them and they can enrich their lives better than any competitor ever could. It’s making sure you are succeeding at every stage of the customer journey that is the game changer in capturing and maintaining lifetime brand loyalty.

Customers are more informed and intelligent then ever before and there are more channels than ever for marketers to master. Interactions with your brand are occurring on multiple touch points, and organizations are turning to marketers to provide an accurate 360 degree view of customers once they’ve aggregated and analyzed all the data.

A big challenge now becomes how to keep track of all this data that is accumulating in different places and how to use it to make more informed decisions to keep customers engaged?

Using an integrated platform, or Marketing Hub, like the Adobe Marketing Cloud is crucial.

Gartner defines a digital marketing hub as a tool “that provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.”


Image source: Magic Quadrant for Digital Marketing Hubs by Gartner

Read the Gartner Magic Quadrant for Digital Marketing Hubs

Digital marketing hubs provide the foundation technology organizations need to pool all this data together to be able to analyze it and extract findings. Hubs provide marketers with a complete view of their customers’ behaviors and preferences, which enabling them to communicate pertinent messages that will resonate and convert.

As a marketer, this sounds like a dream. However, adopting this type of technology can be daunting, as it ties to the core of your business ecosystem, integrating with or, even replacing, core technology. It can mean learning curves, staff changes and significant change management initiatives.

If you are in the Montreal area, we invite you to join us on Thursday, May 21st for a complimentary breakfast event on “Creating Continuous and Engaging Client Experiences”. We will look at the concept of marketing hubs and see how they tie into the customer journey. We’ll even talk about the successful elements that go into a marketing hub implementation. If you cannot make it to the session, please contact us to for more information or to get a copy of the presentation.

Register now >

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