Start

There is an expansive set of marketing technology and enterprise marketing platforms available today. Navigating the wide variety of marketing technologies, vendors, and business problems, each in turn supporting a dizzying array of acronyms (EMM, MRM, WA, DAM, MA, SFA, CRM, CM, LM, BI) is a considerable challenge. Unica created this Web page to serve as an introduction and guide to the marketing technology landscape. 

Today, marketers work with many applications to help plan, design, execute, and measure activities. As a result, the phrase “marketing technology” encompasses a wide spectrum of technology solutions, from campaign management to Web analytics. The term also supports a variety of roles within the marketing organization. For example, direct marketers use marketing technology managing multi-wave multichannel campaigns, while their online marketing counterparts use a different form to track and analyze customers for actionable insights.

Forrester Research recently commented that “the complexity of delivering consistent customer experiences, integrating marketing processes, and measuring marketing performance means point solutions are no longer sufficient.” Consequently, marketing technology must integrate powerful insights about customer behavior, centralize decision-making, simplify cross-channel execution, and support the full breadth of operational needs.

To better understand the details and technology components of an enterprise marketing platform, Unica recommends the following resources:

• Forrester’s “The Enterprise Marketing Software Landscape” (free after registration on Forrester’s site) provides an excellent independent analysis outlining the major technology categories for enterprise marketing software.
• Unica’s white paper “Enterprise Marketing Management (EMM) – Enabling World-Class Marketing – In All Functions, All Channels and All Media” explains Unica’s perspective on the technology landscape.
• “How Unica Makes Marketing Interactive” provides a good perspective on how the suite of marketing technology is adapting to integrate online and offline marketing and inbound and outbound campaigns. 

Understanding of the breadth of marketing technology and enterprise marketing platforms is just the first step. To learn more about which technologies are most important in which scenarios click on the link below.