One of the major issues facing the modern marketer is their technology infrastructure. Most marketing technology stacks are a collection of disconnected point solutions – in some cases as many as 20. All these solutions interact with customers in different ways, collect different data, and store their data in disconnected silos. Because of this technology and data fragmentation, marketers don’t often have the clear view into their customer’s needs, wants, or intents that is necessary to meet the empowered omnichannel consumer with contextually aware and highly personalized offers.
What the modern marketer needs is a solution that can integrate their disconnected data and technologies in ways that support innovations in segmentation and customer journeys. Marketing clouds and other single-vendor suites are largely unsuccessful in supporting innovation because they take a walled garden approach that favors a limited view of their world, through their technology lens. This makes their solutions ill-suited to the changing nature of marketing technology, customer data, and market dynamics, as well as the marketers’ need to continually evolve marketing strategies.
A customer engagement hub (CEH) overcomes these challenges, with solutions like the RedPoint Customer Engagement Hub™ leading the way. CEHs like RedPoint’s provide a central point of operational and data control for business users, along with a flexible architecture that is completely futureproof. Of all the reasons to implement a CEH, three of the most powerful are:
The fragmented marketing stack and the data silos that accompany it are two of the biggest barriers facing the modern marketer. By deploying a customer engagement hub that takes an open garden approach, marketers are able to conquer both barriers simultaneously, empower their teams to make better decisions with more complete data, and gain an adaptable solution that will embrace innovation with new technologies as they arise.