Provided by Customer Experience Matrix
Written by David Raab
My research into mobile marketing systems generated a conversation last week with Brian Deagan, CEO of Knotice. As I wrote on April 3, Knotice stands out because it promises to integrate mobile marketing with email, Web and interactive TV campaigns. Brian confirmed that this is their specialty.
According to Brian, Knotice bases its claim on three capabilities:
- users can create interactive campaigns in all four media from the same system
- campaigns in all media access a shared customer profile
- medium-specific message templates can draw on "medium-agnostic" components in a shared content repository
This certainly gives Knotice greater breadth than products aimed at just one channel. On the other hand, there is a whole non-digital world out there including direct mail, telephones, print media, retail, and so on. There are broader-scope enterprise marketing systems and CRM systems that encompass those, although their mobile capabilities may be limited. And Knotice itself seems to lack some of the functions of mobile specialists like Enpocket, particularly for ad serving.
In other words, this is yet another example of that familiar tension between integrated suites and best-of-breed specialists. Knotice falls somewhere in between: from the enterprise perspective, it's a digital media specialist; from the mobile perspective, it's a suite. Maybe that's a sweet spot (pun adamantly denied), and maybe it's a keg tapped at both ends (as Benjamin Franklin is said to have called New Jersey, although I can't find a citation). Time will tell.
(Incidentally, it seems that Franklin also originated "the difference between men and boys is the price of their toys," although his wording was slightly different. Who knew?)