Wednesday, 11 May 2022 00:02

Zoho's latest suite aimed squarely at marketers

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Business software provider Zoho's new Zoho Marketing Platform provides a single, shared view of information about marketing activities including campaign ideation, creation, execution, management and measurement.

According to the company, it increases the effectiveness of digital marketing strategies by giving marketing leaders a deeper understanding of customer preferences and behaviours so they can deliver dynamic, high-value customer experiences that drive brand affinity and customer happiness.

Features include cross-campaign collaboration, centralised management of marketing projects, unified digital brand asset creation and repository, marketing automation with AI-powered data analysis, omnichannel engagement capabilities, and real-time data aggregation and analytics to help determine true marketing ROI.

Zoho Marketing Platform incorporates capabilities from other Zoho applications including Workdrive, Marketing Automation, Campaigns, Brand Studio, Analytics, PageSense, Social, Survey, and Backstage.

Tighter integrations with Zoho tools including Cliq are planned, as are additional apps such as the LandingPage no-code page builder designed specifically for marketers who need to quickly create high-converting website landing pages.

Zoho Marketing Platform provides integrations with third-party products and services including Salesforce CRM, Microsoft Dynamics CRM, HubSpot, Google Ads, Facebook Ads, Google Analytics, Google Search console, YouTube, SurveyMonkey, QuickBooks, Xero, Stripe, WooCommerce, Shopify, and Eventbrite.

"Zoho Marketing Plus is so simple to use and helps unify and manage all of our marketing efforts in one place," said Australia-based field service management platform provider WorkBuddy's product marketing manager Alyce Netterfield.

"We've been using Zoho's marketing software for just over a year and love the Marketing Automation, PageSense and Social features. Before using Zoho we were looking for a platform that enabled us to push leads from our current Zoho CRM account into a marketing tool, so it made sense to leverage Zoho's marketing suite alongside the CRM.

"Zoho has given us the chance to customise the system to our liking, and we're able to get more details and data-driven insights than ever before."

Zoho COO Mani Vembu said "Consumers and digital marketing continue to evolve at warp-speed, and marketers are struggling to keep up. It's becoming increasingly difficult to properly manage multiple campaigns, channels, customer profiles, data, and ROI.

"The complexity of data and personalisation at-scale only raises pressure on marketers and CMOs to deliver effective campaigns and revenue. By eliminating redundancies and confusion arising from multiple siloed solutions, Zoho Marketing Platform maximises productivity and teamwork, allowing marketers to stay nimble and collaborative amid evolving customer needs.

"When marketers aren't bogged down by operations, they can deliver creative campaigns that promote meaningful relationships between the brand and customers."

Available immediately, Zoho Marketing Platform is priced from $25 a month, billed annually.

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Stephen Withers

Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.

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