Comments on: The future of email marketing & technology through different lenses

By: Lynn Ray Magerss-Pardo

Lynn Ray Magerss-Pardo — Mon, 05 Jan 2015 23:55:00 +0000

In reply to hanssmellinckx. Amen!

By: Mike Parry

Mike Parry — Fri, 19 Dec 2014 16:30:00 +0000

I think this may have a major effect on Marketing Automation and retargeting within the EU http://www.dma.org.uk/article/eu-data-protection-reform-what-you-need-to-know

By: Ed Kassens

Ed Kassens — Wed, 03 Dec 2014 14:20:00 +0000

Couldn’t agree more with Scott’s middleware viewpoint and also the need to manage cross channel activities centrally.
It is also important to realize that CRM tools like Salesforce or Microsoft Dynamics are not the type of middleware a marketeer needs for this Cross channel management purpose. Neither is a datawarehouse or a reporting tool like Tableau or Clickview.
The tools you need for this purpose need to be strong at data integration, analytics and connection with campaign management and execution tools. So a marketing database like Teradata or Adobe Marketing cloud for enterprise, similar smaller solutions for SME.
In my mind the challenges of the marketeer are increased by the fact that software suppliers often claim their tools can do everything. In reality they were initially built for specific purposes, that’s their DNA. And expanding to domains for which the software is not optimised or easily optimisable, usually leads to unhappy customers.

By: Jennifer_Watkiss

Jennifer_Watkiss — Wed, 03 Dec 2014 13:07:00 +0000

In reply to Jordie van Rijn.

Hah – well, I certainly meant women far more qualified than myself. But if I had to give it a go, I’d say Hans, Scott, and Parry are on the mark. We’re going to get better at visualizing (and therefore understanding and acting on data), innovations are going to come from outside the big players, and we’re going to get much better at integrating those quickly and efficiently through some clever middleware.

By: Jordie van Rijn

Jordie van Rijn — Wed, 03 Dec 2014 12:45:00 +0000

In reply to Jennifer_Watkiss.

Jennifer,
you are totally right! For instance just these last weeks we had some great articles from Ruth Hammer, Mallory Mongeon and Sofia Anadiotou, all with insight for selection / implementation from their fields of expertise.
Let me challenge you: What do think about the individual views presented in this post? If you had to choose, who would
you agree with the most and the least and why? (no chickening out!)

By: Jennifer_Watkiss

Jennifer_Watkiss — Wed, 03 Dec 2014 12:26:00 +0000

Jordie, this is fantastic. Love hearing all the predictions (and then seeing whose come true). Though I have to ask – where are the women? There are loads of brilliant ladies in email, surely some of them would have had predictions to offer as well?

By: hanssmellinckx

hanssmellinckx — Wed, 03 Dec 2014 08:09:00 +0000

In reply to Jordie van Rijn.

Both. First of all you’ll need data to be more visual at the creation of campaigns, as you are working with marketers and not data specialists. So easy way of segmenting (without coding or complex form build searches) is crucial for a tool. Most of the tools do not even have this yet (even the bigger tools).
Secondly, you’ll certainly need better looking analytics for reporting. Most tools cater only for the people that build and run campaigns, but not senior management. The ability to to create your own dashboards in a simple way with the possibility to hide and show certain data sets is the bare minimum.

By: Jordie van Rijn

Jordie van Rijn — Wed, 03 Dec 2014 08:02:00 +0000

A great group of minds together, thanks all for your input.
Hans, you say that visualisation of data for selection is one of the key items, David Raab found https://www.emailvendorselection.com/analytics-popular-upgrade-marketing-automation-software/ analytics was the most popular upgrade in Marketing Automation software this year. What do you think will be more important, making the data more visual at the creation or the reporting?