Marketing is a tricky thing. Just ask any chief marketing officer! Most of them face a lot of pressure to show tangible returns for the money spent on marketing activities while, at the same time, meeting the ever-increasing list of demands set forth by customers, stakeholders, and even in some cases their own children; well, the last example could be an overstatement, but you get the point.
The only solution that presents itself to them is offering a better, more consistent experience through an increasingly complex omnichannel environment. And balancing all these things on their plate requires marketing leaders to adopt more efficient processes, processes that are capable of offering targeted fixes for their problems.
However, there are certain issues associated with this approach. For starters, most marketing professionals do not possess the time needed to renew aging systems or track down the resources and talent necessary for creating more advanced, customer-centric plans in-house. This is one of the major reasons why cloud services are finding so much traction nowadays.
Regain control of data with cloud services
The past decade has seen IT and marketing departments working closely to launch technologies capable of understanding and building the brand of the company. However, the relationship between these two disparate departments is nothing short of time-consuming.
Even though it is necessary that IT departments and marketing work in close connection to gather insights from technology, strategy, and data across various business units, marketing departments must have the freedom to come up with new strategies successfully by themselves. Thankfully, as more companies continue to migrate to the cloud, marketers are coming up with new and easier means to create, manage, and define their content.
BPaaS (Business Processes as a Service) integrate perfectly within the existing cloud system of an organization. These process layers have been configured in a way that allows them to be compatible with almost any cloud platform. So, despite being a new entrant in the sector, BPaaS has managed to become a big draw for marketers. The question is, how exactly does BPaas help CMOs achieve their lofty targets? Take a look below.
Enhanced customer service provisioning
When BPaaS is integrated carefully within the customer service strategy of a business, it allows marketers to respond in a more uniform manner. It works by collecting data from the customers, marking down the issues common to all of them, comparing and organizing the service histories of the clients, and rapidly improving and sharing solutions across different channels.
Introduce business analytics at the right moment
When you have specialized processes at play, they are capable of providing comprehensive information about the customers in a few keystrokes and clicks, thereby enabling marketing experts to figure out the ways in which value segments are affected by the different levels of purchase decision-making.
Cloud services can help businesses gather data and analyze them in real time as consumers interact with the product. This information is then used by marketing teams to come up with tailored content and recommendations.
Optimizing the amount spent on digital media
Marketers should be well aware of how much they need to spend, and how they can split the expenses across business lines and geographies.
They should know the right strategies to divide the spending across channels, and establish the right combination of interactions for a specific campaign or segment. The truth is, BPaaS techniques work wonders when it comes to tailoring marketing mix modeling so that CMOs can determine how effectively they should spend and how best to launch a campaign that maximizes the ROI across various channels.
Close the gap
Decreased capital costs as a result of cloud services can help smaller marketing departments level the playing field. What this means is gone are days when larger corporations always had the upper hand.
Through the power of the cloud, both large and small marketing departments can attract a bigger audience, increase marketing resources following the momentum of the business, and engage with new prospects. Just like “Transformers,” where we have seen “Transformers 5” become another commercial success, but nothing equals “Paranormal Activity,” which cost only about $15,000 to make but garnered around $100 millon. Now that is some serious ROI!
Gather insights from point-of-sale
When the marketing mix consists of integrated processes, the capture and eventual relay of transactional details takes place quickly and smoothly. This information, in turn, helps with different aspects, from promotions to procurement. Marketers can use the same processes for delivering targeted promotions to their customers, collecting data from different surveys, and feeding these details to specific parties within the industry, often in the span of a few minutes.
More time means more accessibility
When the power of cloud services is harnessed correctly, it provides marketers with the power to control the content and come up with new techniques that are not reliant on other departments.
This improves processes, such as the ability of the business to focus on fulfilling strategic goals and establishing plans rapidly. Moreover, it decreases the time needed to train new staff, mainly because the learning curve is lessened considerably with the introduction of cloud technology.
Cloud technology also enables marketers to easily access files, thereby improving communication and collaboration between the customers and the teams. It also provides marketers with a Plan B in case they encounter a data loss emergency.
Scaling up and down based on demand
A general is only as good as his army. In the field of business, the CMO’s success depends a lot on the effectiveness of the sales staff. However, they face issues when operating on the go. BPaaS can help overcome those limitations. This sort of portability provides businesses with the opportunity to expand their activities and offer up suitable results in a quicker, more efficient manner. The outcome? A better bottom line for the organization.
More and more CMOs are being called on to provide details of the amount spent on marketing and show results. The adoption of the BPaaS model by the organization, however, enables marketers to decrease their capital investment and make use of services as and when required.
The costs remain fixed, and hence, predictable. What this means is that with cloud services, marketing teams now have the means to create and experiment with sales, digital media, and campaigns without running the risk of burning through budgets normally required by such innovation.
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