How Marketing Execution Platforms Address Today’s Marketing Challenges

In my last post, I defined what a Marketing Execution Platform or MEP is, and I identified the broad marketing functions that an MEP is designed to support. To briefly recap, a marketing execution platform is a suite of technological capabilities that enable enterprises to optimize marketing operations, and a comprehensive MEP will support all major marketing operational activities and processes.

The development of marketing execution platforms is a response to the new challenges that now confront enterprise marketers. While today’s competitive environment presents a number of marketing challenges, two of the most important are the increased complexity of marketing and the increased demands for greater marketing efficiency.

Increased Marketing Complexity

The practice of marketing continues to become more and more complex. The growing complexity is driven by several factors, including:

  • The proliferation of marketing communications channels
  • The growing demands by potential customers for more relevant marketing messages and materials
  • Most significantly, the need to coordinate brand messaging and brand presentation across multiple marketing channels and multiple locations on an ongoing basis

These factors require marketers to take a more holistic approach to marketing. Many large enterprises have traditionally organized the marketing function by marketing channels. Channel-focused marketing teams usually operated more or less independently, and they often acquired and implemented their own technology tools. Today, functional and technological silos in marketing create significant problems because of the pressing need to manage and execute integrated cross-channel marketing. A marketing execution platform provides a unifying technology foundation for marketing and helps eliminate silos.

Demands for Increased Marketing Efficiency

Marketers are also facing increased demands from CEOs and CFOs to improve the productivity of the marketing function. Early efforts to improve marketing productivity focused primarily on increasing the effectiveness of marketing campaigns and programs, but marketers now recognize that significant opportunities exist for improving marketing productivity by increasing the efficiency of marketing operations. While technological point solutions will improve marketing efficiency to some extent, the use of multiple, ‘unconnected’ technology tools will still leave duplicative work activities and business processes in place. A marketing execution platform combines marketing technological capabilities into an integrated solution, and this approach enables the greatest possible improvement in marketing efficiency.

The emergence of marketing execution platforms should not be surprising. Business software tends to follow a predictable evolutionary path, from point solutions to more comprehensive offerings. It’s clear that marketing-related software is following a similar path. The need for more coordinated and more integrated marketing operations makes the development of marketing execution platforms almost inevitable.

This post was previously published on the ADAM blog.

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Author:Jan Dejosse

CMO - ADAM Software

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