MPOS should not be confused with marketing automation solutions. Marketing automation can be an important part of an MPOS, but a marketing automation solution will not offer the variety of an MPOS. An MPOS can be used for approval workflow, spend management and distributed marketing as well as to streamline all other routine marketing functions. Adding a customer relationship management, content management or digital asset management system to the front-end of an MPOS with integrated automated marketing capabilities increases the value of all solutions and improves the probability of successful marketing efforts.
Frost & Sullivan, a consulting firm specializing in market research, has identified four drivers behind the upsurge in the popularity of MPOS. They are:
Frost & Sullivan also noted the stumbling blocks faced by MPOS vendors.
In today's competitive economy, marketing can benefit from optimizing every phase in the marketing lifecycle. For example, the digital marketing process is typically represented as having the following three phases:
An MPOS can help optimize all of these phases by adding:
Refusing to make the move to a digital enterprise has become a less-viable option with each year that has passed since the advent of the Internet. Successful marketing in the digital age requires a greater reliance on technology that spans all channels and data that is substantial enough to allow the types of personalized, engaging experiences that consumers are demanding. Marketing optimization is merely the next step along the digital road; it allows each marketing tactic to be optimized individually and then placed into the overall marketing strategy.
Today's competitive environment requires cross-channel marketing to reach your target customers. However, without the proper tools, managing cross-channel campaigns can be cumbersome and time-consuming. An MPOS can help you ensure that you are reaching the people you want to reach by making all of your marketing processes more efficient, less costly and more consistent.