Advanced/ Digest...
What the company needed was an integrated solution.
Thus, the team opted to switch from those fragmented technologies via various vendors to a marketing cloud with the capability of providing its nine regional markets with localized languages, product content and pricing information.
The system was also able to optimize portions of the website based on differences in user behaviors relative to geographic region.
The marketing cloud also allowed for the team to establish approval workflows that governed content publishing to ensure brand standards were met on each of the nine sites, accelerating the posting of new content.
Life Technologies' migration to a marketing cloud in efforts to localize and optimize its regional sites resulted a 25% increase in online traffic and a 6% increase in e-commerce orders for the biotechnology business.
Due to the cloud's analytics tool, the team can better track traffic and user activity on its site. According to Milne, now the company can clearly see from the top to the bottom of its funnel.
"The ability to integrate different tools … has provided us with an understanding of our conversion metrics and an understanding of how people are accessing and using our site that we've never ever had before," Milne said. "And that integration is a huge step forward."
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The post does a re-take on these five Enterprise-level vendors and their marketing clouds.