Is a Digital Marketing Hub in Your Future?

Buck Webb | March 3, 2016

Gartner introduced the term digital marketing hub in 2014. And the concept of a digital marketing hub takes central place on their Transit Map of marketing technology joining together multiple technology “branches”. But what is a digital marketing hub and does your organization need one?

The most recent report on digital marketing hubs (subscription required), weighted “master audience profile” as the single most important criteria. Basically Gartner is stating that integration of advertising technology (adtech) capabilities is key to a successful digital marketing hub. So should a digital marketing hub be on your technology or marketing roadmap? Well that depends–how important are the following use cases to your brand?

1. Your brand sends offers to known customers using digital advertising through a Demand Side Platform (DSP) or Facebook Custom Audiences.

a. Not important
b. Important, but little coordination with other channels is needed (i.e. periodic batch is sufficient)
c. Important and coordination with other channels is critical (in near real time)

2. Your brand needs additional insights on partially identifiable audiences to drive more personalized web experiences or retargeting.

a. Not important
b. Important, but little coordination with other channels is needed (i.e. periodic batch is sufficient)
c. Important and coordination with other channels is critical (in near real time)

3. Your brand wants to reactivate lapsed customers as part of a multichannel, multi-wave campaign. Digital advertising will be one of four channels included.

a. Not important
b. Important, but little with other channels coordination is needed (i.e. periodic batch is sufficient)
c. Important and coordination with other channels is critical (in near real-time)

If you answered “c” to any of the questions above, you need to check your roadmap. Do you have milestones established around unifying customer data from all channels, including emerging advertising channels? Do you have a milestone around coordination of audiences across all channels? Do you have a milestone around integrating a Data Management Platform (DMP) into your anonymous to known recognition process? If you can say “yes” to any of these three, congratulations. You are on your way to planning a digital marketing hub.

What if you only answered “a” or “b”? Are you missing something? Not necessarily. Organizational barriers or customer bases outside the US can limit the use of integrated digital advertising. The key: do you have a hub to support marketing across the customer journey?  Today’s customer journeys are by their very nature cross channel, and you need a hub that brings together interaction data, centralizes next best action and coordinates messaging across all those channels.

To reiterate:

  • You definitely need a hub to support intelligent customer journeys.
  • You may need a “digital marketing hub” to message customers.

Luckily RedPoint can help guide you through either use case. RedPoint is one of only a handful of vendors with the capabilities and market presence to participate in Gartner’s Magical Quadrants for both Digital Marketing Hubs and Multichannel Campaign Management. So regardless of how you answered the three-question survey, we’re confident we can help you better connect to your customers.

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Buck Webb
Buck Webb

As Vice President of Cloud Solutions for RedPoint Global, Buck Webb brings to bear more than 30 years of professional services experience in business intelligence, data warehousing, marketing and business analytics. At RedPoint, Buck ensures that the company’s technology solutions map to the product strategy for both on-premises and cloud architectures.