Evolution of EMM Solutions: Approach note on identifying a suitable COTS solution platform
With emergence of new media technologies and intense pressure to justify marketing ROI, today's marketers require multi-channel campaign management, real time decisions capability with interactive offers management, analytical support to take right decision and an ability to manage emerging social media & other web 2.0 marketing channels so as to provide right message to the right people at the right time.
Apart from this, as every other organization function has been IT enabled, there is a dire need to automate the basic marketing processes; to bring all the marketing stakeholders on a common platform and to provide marketers the capability to plan, manage and execute with high level of coordination so as to ensure high level of productivity and accountability for marketing efforts, apart from complete visibility and control over various marketing resources.
A wide range of EMM solutions from different vendors fill this gap. This paper provides an analysis of the leading EMM solutions (Aprimo, SAS, Siebel & IBM Unica), highlights their core strengths, in order to help marketers choose the right kind of product as per their organizational requirements. Moreover, this paper also highlights the gaps in the current EMM offerings. Only when EMM platforms offer trade and promotion management, Pricing optimization, Brand management and product lifecycle management (PLM) functions, they can be considered holistic. Apart from seamless integration capabilities with CRM systems, strong integration capabilities with existing Loyalty management systems, Partner relationship management systems, Portal systems, ISPs/ESPs and 3rd party marketing database companies like Acxiom, Experion, Equifax should be provided. Hopefully some of these offering will evolve to cover the entire scope of marketing functions.
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