Today, the digital environment is changing very rapidly and continuously. A technology we use today may be replaced or updated by another technology tomorrow. Such a business environment requires businesses to constantly innovate and adapt to changing conditions in order to remain competitive. Among these technologies, integration solutions simplify operations, increase efficiency and support business growth. In this blog post, we will discuss how one of the newest technologies, iPaaS, improves marketing strategy
What is iPaaS?
iPaaS (Integration Platform as a Service) is a cloud computing service that allows businesses to connect their different software and systems. It manages and automates the integration processes of businesses by facilitating the flow of data between applications.
Why iPaaS is Important in Marketing Processes?
Marketing has a dynamic structure. Developing technology, changing consumer behavior and new trends require constant renewal of marketing strategies.
For example;
- With the rise of social media, marketing teams had to look for ways to reach their target audience more effectively than traditional advertising channels.
- With the proliferation of mobile devices, marketers have had to make their website designs and advertising campaigns mobile-friendly.
In this dynamic environment, the marketing team has faced some challenges in reaching and engaging the right target audience. Data silos, legacy systems, limited scalability, manual business processes, lack of personalization are some of these challenges.
Data silos refer to the fact that customer data resides in different sources or platforms. This leads to disconnected and inadequate information about the customer.
Legacy systems, while still in use, include manual solutions that are inefficient and do not adapt to current innovations. Therefore, they cannot fully meet the needs of the marketing team.
Limited scalability leaves businesses unable to meet their changing needs.
Personalization is crucial to modern marketing strategies. But businesses that haven’t migrated to modern systems can’t offer personalized experiences to their customers due to data silos and disconnected systems.
By integrating data from different sources, iPaaS eliminates data silos and helps marketing teams overcome these challenges. iPaaS enables teams to create consistent customer profiles.
Consider the integration of an e-commerce platform and a CRM system. Through the integration, order data from the e-commerce site is automatically imported into the CRM system. This gives teams real-time data visibility into customer history.
How Can iPaaS Improve Marketing Operations?
- Data Integrity and Ease of Integration
Marketing often develops strategies using data from different platforms and applications. iPaaS makes it easy to integrate these data sources and ensures data integrity. For example, it imports customer data from an e-commerce platform into a CRM system or synchronizes it with email marketing software. These integrations avoid data inconsistencies and ensure that marketing decisions are based on a more solid foundation.
- Flexibility
The world of marketing is constantly changing and new trends emerge quickly. iPaaS solutions enable marketing teams to adapt quickly to these changes.
- Collaboration
iPaaS integrates disparate systems and applications so the whole team is on the same page. Let’s consider a company that operates globally. iPaaS integrates data from the business’ marketing automation platforms and customer feedback tools. This increases data consistency and ensures that data is up-to-date. Marketing teams have access to real-time data and collaboration between them increases.
- Cost Savings
iPaaS solutions offer low start-up costs and pay-as-you-go models. iPaaS’ payment facilities enable effective marketing budget management.
Use Cases of iPaaS in Marketing
Let’s take a look at how iPaaS can help with marketing.
e-Commerce Platform and Marketing Systems Integration
iPaaS connects e-commerce platforms such as Shopify, IKAS, WooCommerce to marketing systems. In this way, marketers can access instant sales data and track customer purchases. With this integration, marketing teams can automatically send abandoned cart reminders to customers. They can also make complementary or special product recommendations based on what the customer has already purchased. This enables teams to launch targeted marketing campaigns.
e-Mail Marketing Platforms Integration
iPaas integrates email marketing platforms (Mailchimp, Constant Contact, GetResponse, etc.) with customer relationship management systems. thanks to the integration, marketing teams can automate email campaigns, track email performance and group customers based on their behavior or demographics.
Integration of CRM System with Marketing Automation Platforms
Salesforce is a CRM (Customer Relationship Management) system, while HubSpot is a marketing automation platform. iPaaS integrates Salesforce and Hubspot, ensuring a seamless flow of data between the two systems. Salesforce and HubSpot integration enables marketing teams to better analyze customer interactions, behaviors and habits. This enables teams to create personalized marketing campaigns.
