As cloud technologies continue to proliferate, and the market becomes more accepting of cloud, the move toward fully integrated C4M (Cloud for Marketing) solutions has also accelerated rapidly.
There is a good reason for that, with the promise of being able to deliver fully integrated personalised digital experiences, across multiple channels and devices. C4M represents the holy grail of advertising, an immersive and personalised experience at the right time and the right place.
There are a lot of SaaS-based solutions that claim to be C4M, but if you look at the functionality that is required to be a real C4M solution, many offerings fall short of the mark.
This is not necessarily a shortcoming of the products but more a reflection of how quickly this space is evolving, in particular around the importance of 1st party data, ownership of data, privacy and the emergence of the experience economy which is driving the "Hyper Personalisation" movement.
The ability to leverage your first-party data through analysis & activation via the flexibility, scale & security that a cloud environment can provide.
When asked what he considered are the mandatory requirements for a good C4M solution, he noted these four essential attributes:
The reality is however that for most businesses the major blockers to attaining a truly, scalable, secure C4M solution that will allow hyper-personalisation while respecting the privacy of your customer, will be internal business issues rather than C4M software limitations.
When it comes to navigating Google Ads with new privacy, browser, and regulation changes, Google developed their Customer Match tool to help bridge the gap, enabling organisations to better leverage their 1st party data for advertising campaigns.
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