Overview
Hybrid Marketing Technology

What is hybrid marketing? 

Ever sent out a campaign and realized you used “old” data? Not with hybrid marketing. 

Hybrid email marketing allows you to keep all your customer data under your control until it’s ready for rendering and sending using the cloud, which in turn allows you to maintain the security your customers demand. The two age-old email marketing solutions of on-premises software or cloud Software-as-a-Service (SaaS) are facing a new wave of hybrid email marketing solutions that focus on marketer independence and efficiency. The demand for sophisticated, integrated marketing solutions has increased, and the shortcomings of cloud and on-premises solutions are more apparent than ever, which allows hybrid marketing to shine. 

How does MessageGears approach enable data-based, hybrid marketing? 

As a hybrid email marketing platform, MessageGears sits directly on top of the internal database, unlike traditional “solutions” that store a copy of your data. 

This type of solution allows you to maintain full control over your data at all times while still utilizing the power of the cloud for sending emails and other marketing messages. 

We eliminate painful and complex integrations. There’s no data duplication, mapping, and synchronization needed. No data lag or trouble adding new fields to a campaign. The outcome is true real-time access (not “near” real-time) to any and all customer data. This gives the modern marketer more ways to effectively communicate with existing customers and efficiently target new customers. 

The emergence of hybrid marketing brings marketers closer to reaching their customers by:

  • Eliminating data duplication and synchronization 
  • Switching “near” real-time data to “true” real-time data for personalized marketing campaigns 
  • Decreasing I.T. dependency and increasing marketer autonomy 

What sorts of companies are most likely to benefit from a hybrid marketing approach?

Generally, large B2C organizations interested in the future of data-based marketing will benefit from the hybrid marketing approach. 

As evidenced by our clientele, B2C organizations that have a heavy interest in connecting with their customers in real-time do best with a hybrid marketing approach. If your organization feels some of the burdens listed in this article and faces some of these questions, or is struggling to connect with your customers, MessageGears can open new doors for your marketing efforts. Even if you are “happy” with the solution your team is muddling through with today, with all this buzz, it is worth a shot to see what is out there. 

What is unique to hybrid email marketing and MessageGears? Why are other companies not doing it? 

If it sounds simple, it is because it is. MessageGears takes the best parts from two existing solutions and combines them for a best-of-breed solution that breaks down data barriers. 

The two components that seamlessly work together are; a user interface that sits behind a company’s firewall and lives where their customer data already lives, and a cloud delivery system that quickly and efficiently gets marketing messages assembled and delivered, the marketer is empowered to send campaigns with real-time data. MessageGears’ hybrid email marketing approach blends the direct, secure data access you get from an on-premises solution with the ease of use, scalability, and reliability of the cloud. 

So why are other legacy “marketing” solutions companies not doing it? Their infrastructure is not set up for a shift like this, and allocating resources for a project of this caliber just simply won’t outweigh the costs if they still have paying customers that are “happy” with their old “solution”. 

What about Email Service Providers? If the hybrid approach is so awesome, why don’t they do it? 

ESPs can afford not to change because most users don’t know that there’s something better out there. Customers stuck in a rut are still willing to pay for old and slow technology so it is easier and cheaper to stay the course. 

Truthfully, ESPs resistant to change suffer from issues with data storage and data lag to resource constraint, and even lack of prioritization. In enterprise email marketing, the cloud has become nearly ubiquitous. That’s because it’s a huge asset for high-volume senders to get their emails out the door. But are retailers making the best use of the marketing cloud when it comes to managing sensitive customer data

For high-volume, data-centric companies that are managing large amounts of rapidly changing data, it makes sense to use a hybrid email marketing model. This allows them to store sensitive customer data in-house, behind a company firewall, while making use of the cloud to handle resource-heavy tasks, such as message rendering and delivery. 

Most ESPs were built long ago or are bound to the larger solution, rendering it structurally impossible for them to solve this problem. This paired with competing priorities always takes the backseat, because ultimately, if their customers keep paying for their lacking “solutions” they have no reason to fix them. 

Meaning, it pays for data-centric companies to make the switch, but they are hesitant to, even if their current “solutions” aren’t making the cut. This is where MessageGears comes in to show them the new industry standard with cutting-edge integrations and partnerships to make their process more efficient than ever.