The customer buying journey has been steadily moving online, and the COVID-19 pandemic has significantly accelerated this digital migration. Experts say that half to two-thirds of the buyer’s journey is now digital. Businesses must provide buyers with the content and interactions they want, when they want them, on the channels they prefer—or risk losing them to more nimble competitors.
Given this reality, it’s not surprising that small and medium businesses rank “keeping up with changing customer expectations and requirements” as a top-three driver to invest in digital technology solutions.
The good news is that the cloud has made it much easier for businesses to access and use digital marketing tools. Hundreds, if not thousands, of these solutions are available.
However, as new channels emerge and customer preferences change, the list of “must-haves” changes too. To keep up, marketers often add new point solutions on an ad hoc basis. But at some point, too many disjointed tools end up creating friction in the marketing process. Marketing teams spend too much time reconciling redundant information in different applications; and as a result, data gets lost in translation as it falls through the cracks. Managing digital marketing activities cohesively and measuring marketing outcomes becomes difficult.
When this happens, marketers look to integrate the different solutions they’re using. But “after the fact” integration can pose a new set of challenges: In SMB Group surveys, SMBs consistently cite “integration difficulties” as one of the top three obstacles to successfully deploying new technology solutions.
In this report, Building a Stronger Brand with a Unified Marketing Platform, we look at how Zoho is solving this problem with Zoho Marketing Plus. Learn how this solution provides marketers with a unified, collaborative way to work across the spectrum of marketing tasks, including ideation, creation, execution, management, and measurement.
© SMB Group
Source: Laurie McCabe’s Blog