The evolution of the internet, social media marketing, mobile marketing and the addition of various messaging platforms has made cross-channel campaign management increasingly complex. To be successful, marketers are abandoning push marketing models and adopting marketing interaction optimization instead. Marketing campaigns must now integrate online and offline data as well as inbound and outbound channels. Marketers must be more aware of individual customers, target and time messages more accurately, and deliver a consistent brand message across all channels.

Enter the marketing automation platforms. They are expected to act as a skillful assistant for today’s marketer – special tools to save your time and money to reach more profitable results.

In theory, a marketing automation software should be like stated above. In reality, we come across situations where all the investment hardly pays off. Mostly the reason is simple like in many different business issues: Making a wrong decision. In other words, not choosing the right tool to work in harmony with your processes, people, and infrastructure.

Automation in marketing has so many details to be carefully examined. Even though products may seem to have similar features, even some small differentiations clear out what will work best for the companies. How to bring these critical details into the light? Ask the right questions.

We have gathered crucial questions for you and grouped them in related subtopics so that different business unit groups get the benefit.

Reputational Side

1) Does the product have proven success backed up with recorded results in different industries?

2) Is the product reliable as far as customer service and support are concerned?

3) How do the clients evaluate the product? How do the reviews reflect the platform?

Operational Side

4) Does the platform have user-friendly interfaces? (Does it put control directly in the hands of the marketer for quicker setup, modification, execution, and reporting?)

5) Is the product business unit agnostic? (Can different business units use it as a centralized system in harmony?)

Spec Side

6) Does the platform provide seamless customer experiences? (Unified and up-to-date profiling across the channels, trackable customer history, unfragmented consumer journeys)

7) Does the product have the capability of performing as an all-in-one platform? (Profiling, omnichannel campaign management and messaging, automation, tracking, reporting). Do the channels work flawless, integrated and synchronized to get expected results? Are cross-channel campaigns applicable?

8) Does the product have event-based capabilities? (Tracking complex events, behavior patterns and trends for millions of customers concurrently and alert marketers to needs and opportunities sooner than through traditional campaign-focused marketing).


9) Is the product conversational marketing ready? (Does it provide a ground for building, connecting, deploying and managing intelligent bots to interact with your users across messaging platforms.)

10) Is the product sensitive to user data privacy? (Does it include the consent management? Is it in compliant with regulations like GDPR? Does it support contact policies?)

11) Does the product provide predictive and intelligent insights and action points for future campaign success? (Like next best channel offering).

12) Does the product support location-based marketing actions and geofencing for reaching on the go users?

13) Does the tool go beyond simple automation? Does it support omnichannel, real-time, multi-step and multi-action scenarios?

14) If you specifically look for an enterprise solution, does the tool provide custom development, custom integrations and customized modifications to meet your unique business needs and requirements?

Technical Side

15) Does the platform have flexible deployment options? (In other words is it possible to implement it as on-premise, cloud or hybrid?)

16) Is the implementation process fast? How quick is the deployment? How solution-oriented is the vendor technical teams?

17) How easy is it to integrate the tool with external and internal systems (like CRM, core business, social media, analytics etc.)?

18) Does the platform have the capability of evaluating high volumes of volatile data, such as transactional and behavioral data from various internal and external data sources to detect changes in behavior over time, as well as significant changes in real-time?

Choosing the right marketing platform may not be an easy task but starting the with the right questions will be helpful to proceed to the right decision.

If you’d like to learn more details, please feel free to contact us.

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