Marketing Cloud Best Practices 2022

For modern marketing teams, the key to success lies within the ability to rapidly adapt to change. The past two years have put the agility of the marketing team to the test with the constant evolution of technology and the warp-speed pivots incited by the endemic era. 

As we witness the evolution of customer demand, marketing capabilities, and technologies endless growth, we are seeing a new set of best practices emerge to ensure success, especially when it comes to utilizing key tools like marketing cloud. Let’s take a look at the universal best practices for marketing cloud in 2022. 

Utilizing the Right Platform

Like many of the current technologies that make up your MarTech stack, marketing cloud platforms come in many shapes and sizes. With so many different technologies in the market, selecting the right platform to suit your brand’s needs is critical.
Some important factors to consider when selecting a marketing cloud platform include:
  • Speed
  • Out-of-the-box capabilities
  • Features, user interface
  • Ease of use
  • Integration capabilities
While many of the big names in marketing cloud software today check all the boxes for a large number of modern marketing teams, there are some industries, like publishing, that require capabilities not available across the board. 
To pinpoint which platform is best suited to your business, you must determine your current needs as well what you will need in the future. Only when you have this fully developed can you begin to evaluate marketing cloud solutions to find the right fit for your business.

Get to Know Your Customers at a Deeper Level

Just as data is the core of a successful marketing strategy, the customer is the core of every business. Knowing your customer has always been a foundational element of marketing strategy, but the modern consumer wants to be known and understood on a deeper level more than ever before. To accomodate this, marketing teams are creating in-depth customer personas and leveraging their robust data collection strategies to identify and target ideal audience segments when and where they want to be targeted. 

To do this properly, it is imperative that your marketing cloud technology allows for proper integration to a CDP, has targeting and segmentation capabilities, and of course, supports personalization within your campaigns. As personalized campaigns for targeted audience segments take shape, various strategies for personalization and engagement come into play. Savvy teams leverage tools like dynamic marketing creativeskinetic emails, and interactive mobile apps to drive personalization for customers across a multitude of channels and mediums. Crafting resonant messaging that appeals to your ideal audiences is key to capturing their attention

 

Deliver Hyper-Personalization Experiences

As previously mentioned, the modern customer is calling for more transparency and even more personalization than ever before. In the wake of worldwide lockdowns and an upsurge in digital messaging during the start of the pandemic, consumers were inundated with marketing messages. As a result, many marketing teams who were not leveraging targeting and personalization over the past two years saw a downturn in their KPIs and ROI. 
To negate this and answer the call from the modern consumer, many teams are leveraging their data to create more hyper-personalized messaging for their audiences when and where they frequent. This combination of omnichannel strategy and highly targeted personalized messages are scratching the endemic itch for brands to better understand their market and be more relatable. To further ensure their personalization strategies are increasing engagement, many marketers are looking to enhance their interactivity and contextual marketing strategies by way of streaming video and A.I. integrations.