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What’s really holding back your messaging program?

It's not the technology that's keeping you from building a successful messaging program. Columnist Jose Cebrian explains why you need the people, skills and metrics to get the most out of your technology.

Jose Cebrian on April 11, 2017 at 1:30 pm

Marketers want to innovate. They want automation and personalization because the ROI can be huge. For many companies, this desire leads to an RFP (request for proposal) for marketing technology to fuel a transformation. But is that really the answer?

From what I have seen, a lack of technology is not what’s keeping companies from building successful, targeted messaging programs. Today’s marketers have access to a wide range of industry-leading solutions that will allow them to meet their specific needs. Like most business problems, the answer lies in a mix of vision, focus and budget.

A company can have the best technology in the market across social, CRM (customer relationship management), messaging, web analytics, DMP (data management platform), DSP (demand-side platform), and other platforms, but without the proper skills or strategy, the opportunity will be lost.

The problem lies in harnessing the power of the platforms you have.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Jose Cebrian

Jose Cebrian is Vice President and General Manager of Email and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.