Marketing Cloud
Integrated software platform that bundles several marketing disciplines such as email, automation, analytics and personalisation in a single interface.
Also known as: Marketing Platform, Marketing Suite
A marketing cloud is a cloud based platform that combines several digital marketing tools in one interface. Common modules cover email sending, campaign automation, customer data, analytics, personalisation and ad integrations. The aim is to use customer data and actions consistently across channels.
What sits inside the cloud
The exact module set varies by vendor, but most clouds cover email, push, SMS, advertising, landing pages, analytics and workflow automation. A shared data layer ensures that an action captured in one channel is available in the others. That makes synchronised cross channel campaigns possible.
When a marketing cloud pays off
For small setups a full marketing cloud is usually oversized and expensive. It becomes worthwhile when organisations work with large data volumes, many channels and complex customer journeys. Data quality is critical, because even the best platform cannot personalise on messy profiles.
Relevance to the JD Media Suite
JD Mail, JD Partner and JD Leads cover a large share of the features that classic marketing clouds offer, focused on email sending, list monetisation and lead generation. You can use the tools individually or as a stack without locking yourself into a single large vendor.