There has been a lot of chatter lately about completely integrated marketing platforms that handle production and marketing in one neat bundle. One vendor claims a “holy grail, ” assuming, of course, you don’t ask the system to do too much…
While certain marketing technologies (PURLs, emails, landing pages, SMS-text, unique phone tracking, etc.) can certainly be lumped together in one provider, the assertion that one platform can provide an entire cross marketing and production solution requires more investigation.
Consider solutions that utilize a provider model that can plug into and utilize a variety of services rather than rely on monolithic or single technology providers with legacy code and systems. That way, it doesn’t matter what the next “twitter” will be and you won’t be stuck.
