MessageGears Research: The Modern Data Warehouse Is A Catalyst For Marketing

MessageGears Research: The Modern Data Warehouse is a Catalyst for Marketing

For enterprise marketers, the dream when it comes to cross-channel marketing is to be able to easily access and utilize the data they have to deliver campaigns that feel personalized to the individual customer. But what’s been clear for some time is that’s a dream that’s rarely realized, with data hard to get out of various sources and nearly impossible to reliably get up to the ESP’s marketing cloud in order to build out those targeted campaigns. Response time lags, data feeds break, security is questionable, and everything’s often just generally a mess.

If this sounds familiar to you, you’ll want to watch for our upcoming research report, examining our Q4 survey in which we examined marketers’ experience with modern data warehouses, looking at the challenges and benefits they’ve encountered from their investment in consolidation and access for their customer data with a modern data warehouse.

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Channel Silos Are Negatively Impacting Message Personalization

Channel Silos are Negatively Impacting Message Personalization

As consumer expectations for personalization across marketing channels continue to increase, the importance for brands to smartly utilize the customer data they’ve collected grows alongside it. But, even for those marketing teams that are personalizing campaigns across multiple channels — from email to mobile push and SMS — channel silos threaten to damage the overall customer experience they’re trying to create.

While it’s easy to build campaigns in each channel separately — and most multi-channel ESP platforms require you to do so — it’s essential for marketers to think of these various channels as one interconnected way of communicating with customers. Why? Because that’s precisely the way customers think of them. And that’s especially true for Super Senders. All of the communications consumers receive are associated with the brand they receive them from, and they expect these channel to be seamless. If one channel doesn’t appear to know what the other is doing, that hurts trust and that overall experience with the brand.

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Research: Data Friction Takes A Financial Toll On Enterprise Brands

Research: Data Friction Takes a Financial Toll on Enterprise Brands

For years, it’s been clear that syncing data back and forth to their ESP’s cloud has been a drain on enterprise brands, given the massive size of their datasets and the sheer volume of personalized messages they send on a monthly basis. It’s a business relationship that’s only been sustainable because the ESP marketplace doesn’t offer many alternatives that are truly built for the Super Senders rather than the mid-market.

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Webinar Recap: Exploring The Hidden Costs Of Data Friction

Webinar Recap: Exploring the Hidden Costs of Data Friction

For many enterprise marketers, shipping and syncing customer data with their ESP’s cloud is just considered one of the inevitable — annoying but inevitable — parts of sending personalized campaigns. What else can they do? They have to use their ESP to build campaigns, and the data has to get out to them somehow. For large brands, that means copying the segment of data they need, shipping it out to their ESP’s marketing cloud, and using that copy to personalize their communications.

But all of that takes work. It requires someone’s time to replicate that data and sync it with the cloud. There’s the time spent waiting for the sync to complete, and the time spent dealing with triggered campaigns sending confusing messages based on outdated data. And there’s the fact that you’re paying to store the same data twice — once in your own database, and then again in your ESP’s cloud. Those are just a few of the costly problems with this process.

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MessageGears Research: Cross-Channel Personalization Is Hard

MessageGears Research: Cross-Channel Personalization is Hard

Any enterprise marketer who has made the leap into cross-channel messaging knows it’s difficult to execute a sophisticated cross-channel strategy for a variety of reasons. At the top of that list of obstacles are technology that doesn’t serve the Super Sender’s needs, and data that’s challenging to access.

This is some of what we found in our new survey, where we asked enterprise marketers about their experiences in the cross-channel space, and tried to better understand what’s working and what’s not. And when it comes to personalization, there are some clear hurdles that they’re trying to find a way to get past.

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Webinar Recap: How Marketers Are Changing With Technology

Webinar Recap: How Marketers are Changing with Technology

For enterprise marketers competing for space in the inbox and eyeballs on mobile, there’s never been a more complex — or exciting — time than today. Technology is enabling teams to tailor not only their campaign content but the device in order to reach customers with relevant messages where they’re most likely to engage with it.

Our latest survey asked enterprise marketers about their experience with cross-channel messaging to try to get a feel for how they’re either thriving or struggling, and what adjustments they’re having to make in order to keep up in a rapidly changing landscape. In our webinar last week, we took a deep dive into this research, examining some of the key findings and trying to place them into the broader context of the marketing world, to better understand where cross-channel messaging stands today, and where it’s likely headed in the near future.

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MessageGears Research: The RFP Process Isn’t Working

MessageGears Research: The RFP Process Isn’t Working

For Super Sender companies looking for a new ESP, the RFP is often a key component, helping to streamline and simplify what can be an arduous process. But is it working in the way it should? Our new research report dives into that question, asking 100 Marketing and I.T. professionals their views on the RFP process, and how it works for ESP selection. If you’ve been part of an RFP at a large company, the numbers may not be all that surprising. ESP technology is advancing faster than most companies outside the industry can fully appreciate, and that’s causing their RFPs to come up short.

Our new whitepaper (Free download; no strings attached) dives into the full details of the survey, including plenty of commentary from Marketing Democracy founder Chris Marriott.

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MessageGears Research: Marketers Tackle Martech Challenges

MessageGears Research: Marketers Tackle Martech Challenges

As marketing technology improves and evolves, it can be challenging for today’s marketer to keep up with all the new tools, and understand which ones best fit their needs. Balancing the level of need with concerns about budget, competitiveness, implementation time is never easy work, and it can even lead to paralysis where a team just treads water with the martech it has because sticking with a mediocre or worse status quo is less daunting a challenge than doing the work necessary to identify and implement the right solution for the future.

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Operational Creep And The Email Marketer

Operational Creep and the Email Marketer

How efficient is your email marketing team? For enterprise companies, it’s getting harder and harder to keep operational tasks from becoming overbearing for email marketers. As customer demands ratchet higher for the messages they receive, the struggles for legacy marketing cloud ESPs to keep up with the needs of companies with large databases get more pronounced. And that leads to operational creep — a gradual, pernicious increasing need for various operational tasks that take email marketers away from the work they love, and that they’re good at.

This is the story we hear with increasing frequency among the email marketers we talk to on a daily basis. It’s a problem that’s growing, and it’s not likely to get better. It’s also a problem we wanted to understand a bit better. So, instead of simply drawing our own conclusions, we decided to go to the marketers themselves. We wanted to find out exactly how they felt about this phenomenon. Would the anecdotes we’d been hearing stand up to a bit more scientific scrutiny? And, if so, how was it impacting team efficiency and job satisfaction? Those were the key questions we wanted to get at in our new research report, “The Cost of Inefficiency: How Operational Creep Kills Strategic Thinking in Email Marketing.”

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The State Of Email Marketing In 2018

The State of Email Marketing in 2018

Savvy marketers know that each industry has its own challenges and key needs when it comes to email marketing. But it isn’t always easy to know if you’re focusing in the same direction as your industry peers, as you try to ensure you have the right tools to help you deliver the types of email campaigns that will keep you on the forefront of the competitive landscape.

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