Marketing Software Landscape architecture refers to a set of activities aimed at making the SaaS/SOA-based software more modular and flexible.
A modular approach enables organizations to adopt new modules more expediently while reducing the overall deployment effort. In order to make sure that the SaaS-based program was delivered on time, on budget and had superior performance, the marketing software firm sought strategic assistance from a number of key areas in development. The following highlights five areas that the firm considered very critical.
The marketing landscape architecture usually involves channel management and the integration of marketing automation software into an organization’s current channels.
Channel management involves both subscriber relationship management (CRM) and auto-responder functionality. The CRM component of the process focuses on establishing a unified customer relationship management system or a single database that contains all customer information and any applicable contract terms and conditions. Auto-responder functionality is provided to aid marketers when they need to automatically send out messages to specific leads.
Another important area in the marketing software landscape involves the implementation of chat Bots. Chat Bots are artificially intelligent robots or virtual assistants that send out pre-written messages to selected contacts on the user’s behalf. While chat bots were initially used for online marketing campaigns, their usefulness extends well beyond.
The marketing software landscape also includes a point solution.
Point solutions refer to the promotion of websites via point-of-sale systems, such as POS machines or online check-outs. Automated point-of-sale systems can provide a faster and easier way to handle transactions, while providing customers with more convenient ways to pay. To make point solutions more effective, companies must ensure that all employees are trained to perform basic tasks involved in point-of-sale transactions. This would include proper identification, recording, and reporting of sales transactions.
The next piece deals with integrated platforms.
These platforms integrate a number of different components, such as payment processing software, content management systems, analytics systems, and website building platforms. All these pieces would work together to simplify interactions between clients, marketers, and webmasters. Integration is important because it allows for the easy installation and smooth functioning of various platforms. Vendors should ensure that their platforms are compatible and can be accessed seamlessly by clients.
The final piece of the marketing software landscape deals with marketing automation.
Automation allows a marketing software company to easily create reports and customize email campaigns, resulting in higher productivity and more profitability. However, the process of automating a system should be well-thought-out and implemented according to the specific needs of the client. Some marketers prefer to automate their processes using call-center representatives, while others prefer to leave call center activities to agents and partners. A good marketing software provider should be able to customize its systems to fit any size budget or business model.
As discussed above, each of these five aspects represents distinct pieces of the marketing software landscape. However, all of these facets have the potential to improve the efficiency and quality of the product or service a company offers. A good vendor will use its expertise to identify which platforms and components are best suited for a particular industry. It will also focus on integrating new technologies, such as artificial intelligence, into its existing products and services so that marketers and their clients can get the most out of their marketing technologies.
In addition, CRM platforms and integrated solutions allow marketers to easily access data from all different departments at once, greatly improving communication and lead management system functions.
This kind of cross-functional capabilities makes it easier for the company to respond quickly to customer demands. In essence, it also provides more efficient decision making. CRM software vendors should also offer an extensive support service that goes beyond basic training. Good CRM vendors should develop applications that are compatible with leading enterprise applications such as Microsoft SQL Server, Oracle, Cold Fusion, and MySQL. Furthermore, a good vendor should develop tools that can be operated in a cloud environment, meaning that marketers can also save time and resources by not having to maintain separate websites or storage spaces for customer information.