A long time ago, in our very own galaxy, I saw Tom Tom Club in concert. Tom Tom Club is best known — apart from some pretty great music — as being The Talking Heads but without frontman, David Byrne.
Now, I like Tom Tom Club, but I have to say, I really really love The Talking Heads. What is the difference? Well, the difference is David Byrne, duh. The opposite is also true (for me anyway). I like music David Byrne has done on his own. He is pretty great. But I LOVE The Talking Heads with David Byrne. I love them a lot. I could go on. The Rolling Stones. Radiohead. Destiny’s Child. (Okay, maybe not Destiny’s Child.)
So what is my point? My point is that individual people, musicians, lots of things can be pretty good. But together? Together, magic happens. Suddenly, 1+1=5. Suddenly, actual synergy happens, making things together much greater than the sum of (even really good) individual parts.
To bring it all down to earth, that is also true of software, in particular, digital-marketing software. You can implement point solutions that do email really well. You can get some analytics from some random letter company. But when you get eight already-best-in-class solutions from the undisputed leader in both creative tools and digital marketing and call it Adobe Marketing Cloud? Now, we are in Wu Tang Clan territory.
Why an integrated marketing cloud from Adobe? (Or, as Forrester calls it, Enterprise Marketing Software Suites, or as Gartner calls it, Marketing Hubs.) Why not just buy point solutions and avoid the dreaded “vendor lock in?” I am so glad you asked. Let me count the reasons.
- Point solutions create complexity with multiple and silo’d objectives and myriad channels, initiatives, teams, and political battles to wrangle. Your objectives and goals may have complexity — your tools and partners should not.
- Integrated platforms actually cost less. There is a reason you buy a car and not a collection of parts. The pieces are built to work together. And yes, some of the technology came from acquisition — but we have integration teams whose entire job is to make all the parts work like they are part of one happy family. Over the years, analysts have come to the conclusion that enterprises will typically spend 27 – 37 percent less on a marketing platform than on a passel of loosely associated parts.
- An integrated marketing platform brings less risk. You know the parts work together, and for those gaps or special situations, Adobe has experts and partners to help, folks who know the platform inside and out and have done what needs doing so often that confidence is high and risk is low.
- There is a reason Adobe serves all 10 of the top-10 computer software companies, 4 of the top-5 Internet retailers, all 10 of the top-10 commercial banks, all 5 of the top-5 media companies, and all 5 of the top-5 auto companies. Enterprises recognize that an integrated marketing platform, a Marketing Hub, an Enterprise Marketing Software Suite, gets them to their business and marketing objectives better, faster, and safer.
Everyone loves bulleted lists of benefits, though, right? How about a quick bulleted list just to show you the robustitude of the Adobe Marketing Cloud advantage?
- Less IT involvement, fewer integrations to manage
- Server-side data transfers
- Prebuilt data connectors and APIs (application programming interfaces)
- Fewer technical resources needed
- Single interface and code base
- Reduced contract and vendor management
- Quicker QA (quality assurance) times
- Single code source
- Less dependencies on other systems
- Single data source and customer definition and reporting
- Reduced training costs
- Greater alignment across requirements
- Quicker to go to market
- Greater accountability
- Faster communication
- Simpler escalation path
- Improved site speed
- Faster campaign launch cycles
- Less time consolidating data and more time generating insights
- Fewer systems to learn and maintain
- Greater scalability
- Consolidated workflows
- Increased ability to test and learn
- Single contract and pricing structure
- Fewer approvals required from procurement and legal
- Easier to maintain data standards and governance
- Lower cost of ownership
- Lower training costs and human resources
Think of Adobe’s magic sauce as the same magic sauce that powers the coolest train in the world: Japan’s Maglev. To quote Wikipedia, “Maglev is a transport method that uses magnetic levitation to move vehicles without touching the ground. With Maglev, a vehicle travels along a guideway using magnets to create both lift and propulsion, thereby reducing friction by a great extent and allowing very high speeds.”
Adobe Marketing Cloud has all the parts for marketing success. And to really separate Adobe from the pack, we also have magnetic levitation. It is our secret sauce, our magic bullet.
Because, unlike other marketing suites, bundles, and products that are an incomplete collection of point solutions barely interoperable much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data and content platform with a common set of powerful core services that create value beyond the considerable sum of its parts. Adobe Marketing Cloud maximizes the value of customer data and optimizes the customer experience at every touchpoint on every channel, creating a user experience that is compelling, continuous, and consistent. Adobe Marketing Cloud leads the industry, validated by analysts, valued by customers, helping marketers make what matters.