Today’s marketers are focusing an increasing amount of their time and budget on digital marketing: The global digital marketing and advertising market was estimated at $531 billion in 2022 and is projected to reach $861 billion by 2026.
The good news is that there are apps to help marketers connect with customers and prospects across digital channels, from social media to SEO to email marketing. The bad news is that small and medium businesses (SMBs) often wind up with a jumble of disconnected digital tools to create, execute, and measure the success of different digital marketing initiatives. Over time, it can become difficult for marketing teams to manage multiple campaigns and channels cohesively and to provide customers with a consistent brand experience. And when data is siloed in numerous applications, it’s also tough to get an accurate, holistic view of customer behavior across the buying journey.
As a result, many marketers want to take a more integrated approach—one that consolidates all marketing tools, collaborative capabilities, reporting, and analytics that teams need into a unified marketing platform.
In this report, Laurie McCabe, Co-Founder and Partner of SMB Group, evaluates Zoho’s suite of marketing tools—Marketing Plus.
Key highlights of the research include the following:
- The customer buying journey and why it’s increasingly important for marketers to build consistent, cohesive digital marketing strategies
- Why companies are turning to integrated marketing platforms to align marketing initiatives across different digital channels
- How marketing teams can use a unified marketing platform, such as Zoho Marketing Plus, to streamline operations, provide customers with a consistent, personalized experience across channels, and gain more accurate insights about how well their campaigns are working