Enterprise digital marketing has been highlighted in the news lately. Microsoft shocked everybody when they announced last week that it is acquiring LinkedIn, and this transaction is anticipated to close this calendar year.
The move is good news for LinkedIn as they will keep their branding and product and will be able to tap into Microsoft’s productivity and business processes segment. It also is a powerful strategic move by Microsoft, which will give the company a much stronger enterprise voice for social networking services and professional content.
Speaking of Microsoft, they have already taken the world by storm with their Office 365 and are competing with Google for Work on enterprise cloud tools. Office 365 is drawing from their legacy solutions to make it easier to keep everyone happy with the applications they've been using for many years and is also steadily evolving. Office 365 is based on Microsoft's legacy products and is becoming more cloud-enabled and easy to manage for enterprises. They launched Microsoft Flow in April and this workflow management tool that offers an interface, allows you to combine up two or more cloud services in order to create workflows. Now enterprises can seamlessly automate file synchronization, alerting, data organization and much more.
Google is no beginner though, thriving in this market for over seven years, and Google Apps is used by some of the largest organizations in the world. Google's strengths also include a deeply integrated infrastructure and a very straightforward licensing structure. Google is also well known for being a good fit with a more tech savvy demographic. According to Google, more than 5 million organizations around the world use Google Apps, including 60 percent of Fortune 500 companies.
Not to be overtaken, Facebook recently launched in beta mode in India with its own enterprise social network for businesses known as Facebook at Work. The platform is being used by 450 companies globally and around 60,000 companies are in queue to join this network. Facebook at Work is similar to their social networking platform and two different companies on the platform can connect to each other seamlessly. Even though most companies have their own websites to manage internal communication, Facebook’s enormous data base could give them a strong enterprise potential advantage. If the company is able to create an innovative product with advanced features without compromising on the security of the data, it has a potential to generate a lot more revenue for Facebook.
Spredfast also announced this month that they have raised $50 million to bring social marketing to more enterprise apps. Spredfast is a leading smart social platform that connects businesses and people through Big Data. Spredfast is also arming itself for enterprises by investing in partnerships with companies that offer complementary tools, such as social analytics. Its suite already works with at least 50 other tools within this category, such as the Bitl.y link and Google Analytics to monitoring social media accounts and using the interactions happening there for marketing purposes. Spredfast competes against the likes of Adobe, Salesforce and Oracle’s product suite.
Adobe Marketing Cloud can be a powerful solution for web based enterprise companies. It is customizable and integrates with third party tools such as CRM and sales software. You need to have a fully integrated plan and be prepared for a steep learning curve to take advantage of this robust tool. Salesforce Wave Analytics offer powerful insights and discover new enterprise business opportunities instantly. This nimble Business Intelligence system was designed to give users access to an interactive, responsive platform to quickly access and share data as a stand alone tool.
Last but not least, the Oracle E-Business Suite is a fully integrated, comprehensive enterprise resource planning suite of business applications including financials, sales contracts, HR, CRM, projects and supply chain. This tool has a relatively easy to use interface for all skill sets. It’s extensive technology paired with high-level implementation of all applications together, makes for an easy business process of any enterprise organization to use.
The list goes on and on. Digital marketing is becoming a preferred channel for business-centric sales and marketing professionals.The Content Marketing Institute reported earlier this year that only 22 percent of enterprise marketers consider their organization's efforts effective. Enterprise businesses face some unique challenges when it comes to building an effective marketing campaign. That’s why it is more important than ever for digital marketers to stay on target and utilize the tools available when working with an enterprise-level business. By utilizing all of the available recourses you will be able to create a holistic enterprise-level digital marketing campaign that reaches customers, utilizes data, channels wisely, and adapts to new market trends.