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Acquia’s Open Marketing Cloud:
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Open implies positivity. Synonyms include accepting, accessible, honest, and unrestricted.
In these times, specifically, open can mean a lot of different things to people. In the context of marketing, though, the word open introduces an infinitely more positive and effective philosophy and approach to managing the customer experience — one that counters the rigidity of outdated, cumbersome closed marketing technologies in favor of modern technology that orchestrates customer journeys by offering access to data, capabilities, and complementary technologies.
The pillars of open marketing
Flexibility
Flexibility
Adaptability
Creativity
What Is Open Marketing?
Philosophically
Open marketing is both an approach and a vision for the marketing stack. In an era when tastes and trends can evolve seemingly overnight, marketers need to remain open to changing consumer expectations and behaviors and continually adapt and evolve their tactics and strategies to stay relevant.
Open marketing is an approach to building the marketing stack that emphasizes extensibility, flexibility, and adaptability. It is a system in which all the parts are integrated and work seamlessly and harmoniously toward the intended objective. Plus, you own what you build, making what you create easily transferable and adaptable as your business needs evolve.
At a practical level
Why are these attributes advantageous?
Because in our digitally-driven lives, marketing moves fast, and it is increasingly difficult to keep up with and meet the demands of customers. More than ever, customers now experience brands first — or even exclusively — digitally. The customer and digital experience have become one.
Openness is something that Acquia knows well. It is part of the company’s heritage in open source roots and part of the mindset of our brand. Acquia is a digital experience platform, and we recently introduced our open Marketing Cloud, a suite of technologies built to help marketers excel at delivering an elevated customer experience.
Empowering an Innovative Customer Experience
Build, run, and optimize sites on the only open digital experience platform that's made for drupal
Open Marketing Cloud FAQs
What Are the Limitations of Legacy, “Closed” Systems?
What Is an Open Marketing Cloud?
What Makes an Open Marketing Cloud “Open”?
What Does an Open Marketing Cloud Allow You to Do?
What Are the Limitations of Legacy, “Closed” Systems?
What Is an Open Marketing Cloud?
What Makes an Open Marketing Cloud “Open”?
What Does an Open Marketing Cloud Allow You to Do?
In the existing marketing technology landscape, a few large vendors have successfully established strong market positions by offering marketing tech architecture designed for a bygone era. With minimal competition, these vendors have secured substantial market share. But technological innovations and evolving consumer habits have rendered most of their platforms obsolete, for numerous reasons:
What Are the Limitations of Legacy Closed Systems?
Get in touch to see which Acquia solution works for you.
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They don’t integrate with homegrown systems, so your data is stuck in individual silos.
This inhibits your ability to analyze and respond to changing market trends—and both your efforts and customers’ experiences with your brand
Why is this a problem?
At Acquia, we believe that users should control the technology, not the other way around. That is why we developed the open Marketing Cloud.
What Is an Open Marketing Cloud?
In this context, a cloud is a collection of technologies that can be combined to help a professional execute a broad array of functions, operations, and programs.
A marketing cloud is, therefore, a collection of technologies for the marketer that integrates the tools marketers use specifically to improve customer experience. The open Marketing Cloud is Acquia’s vision of what a marketing tech stack could and should include — all the technologies needed to help marketers and brands build digital relationships with their audiences.
Open means many things here. First, the open Marketing Cloud enables you to incorporate all the different technologies you need to do business into one platform, putting you in the driver’s seat so you can develop strategies that fit your business needs, not strategies that simply accommodate your technology.
Open also means you can manage contacts, assets, and campaigns in a marketing platform that has been engineered for adaptability. While legacy solutions force you to follow a scripted, antiquated playbook designed by engineers from a previous technological era, open marketing solutions unlock a world of new possibilities, including data flexibility, platform adaptability, and unlimited integrations.
What Makes an Open Marketing Cloud Open?
Designed with this mindset, Acquia’s open Marketing Cloud is open in multiple ways:
Open APIs
Open Data
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Open APIs
The architecture of Acquia’s Marketing Cloud is API-first. It was specifically designed to be integrated with other systems. Again, you should control the technology, not the other way around.
Open Data
Marketing and digital experience leaders need data that isn’t siloed where it cannot be shared between systems. With legacy systems, silos were inescapable; Acquia’s Marketing Cloud supports data flexibility and portability. This means data can be collected through multiple channels, accessed and analyzed as needed, and deployed to any campaign or program.
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Flexibility
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Technical Continuity
Design marketing campaigns on your terms using a platform that will integrate seamlessly with your existing tech
The open Marketing Cloud also permits flexibility that is unique to our platform
You can tell us what you need to create and we can either create it or work with your team to make it happen.
Acquia’s open Marketing Cloud enables you to deliver a more nuanced, responsive customer experience that:
What Does an Open Marketing Cloud Allow You to Do?
Your marketing ability will be limited only by your creativity as you rethink your customers’ entire digital experience. In short, open marketing is the business enabler that outdated, closed marketing solutions can never be.
Reflects today’s omnichannel world
Learns customer preferences over time
Adjusts based on their engagement history
This approach is far superior to retrofitting existing platforms, as it allows you to design your user interface, data analytics, and other components so that they are tailor-made to your exact specifications.
You reap the benefits of technical continuity
You can still rely on your in-house systems and the solutions you’ve bought or developed along the way, including:
Plus, the system supports hundreds of out-of-the-box plug-ins and integrations with third-party technologies.
Homegrown SaaS platforms
Handwritten mobile apps
Proprietary e-commerce experiences
POS kiosks, and the like
Acquia’s Marketing Cloud is the most comprehensive digital marketing platform available, built with adaptive intelligence for data-driven experiences and trusted by more than 4,000 brands around the world.
Integration
Functionality
User Interface
Pricing
Integration
Why is this a problem?
They don’t integrate with homegrown systems, so your data is stuck in individual silos.
This inhibits your ability to analyze and respond to changing market trends—and both your efforts and customers’ experiences with your brand suffer.
Their functionality is limited, because you can only perform the tasks and functions designed by the proprietary creators of these systems, hindering your ability to craft novel approaches to changing conditions. Put differently, marketers have to work in the way the system demands, not in the way that would be best for them or their customers.
Why is this a problem?
This lack of flexibility makes it more challenging, if not impossible, to experiment with different marketing tactics and tools and keep creating innovative methods for engaging customers.
Functionality
The user interface can be non-intuitive.
Why is this a problem?
Your creativity is limited by system complexity and rigid workflows.
User Interface
Their pricing is restrictive, assessing fees solely by number of users.
Why is this a problem?
It locks you into monthly maintenance and support expenditures that may not align with the maintenance timetable that works best for your organization.
Pricing
Integration
They don’t integrate with homegrown systems, so your data is stuck in individual silos.
Why is this a problem?
This inhibits your ability to analyze and respond to changing market trends—and both your efforts and customers’ experiences with your brand suffer.
DRUPAL CLOUD
MARKETING CLOUD
Build, design and run sites and applications
Understand, personalize, and engage with customers on any channel
CLOUD
DRUPAL SITE HOSTING
COHESION
LOW CODE SITE BUILDER
SITE FACTORY
LOW CODE SITE BUILDER
DEVELOPER STUDIO
DEVOPS TOOLCHAIN
LIGHTNING
FAST SITE DEVELOPMENT
EDGE
DATA SECURITY
DAM
DOCUMENT ASSET MANAGEMENT
MAUTIC
MARKETING AUTOMATION
MAESTRO
AUTOMATION MANAGEMENT
AGILONE
CUSTOMER DATA PLATFORM
LIFT
DRUPAL SITE HOSTING
Open Marketing Cloud FAQs