Marketing-as-a-Service: Is it Meant for You in 2024?

Mobile data provides a precise snapshot, allowing you to create personalized and delightful experiences. While this understanding enhances consumer engagement, it also raises expectations.

Traditionally, marketing framed messages for the right audience, but today’s consumers demand more. Personalization is no longer a luxury; it’s a marketing must. Brands must infuse it into their strategies to stay competitive and retain customers.

Marketing as a service will definitely be a thing soon

— Mihai Fumarel (@father_mihai) December 19, 2022

Consequently, almost 80% of marketers feel that the marketing industry has changed more in the last three years compared to the last fifty years! In short, as you dive into 2024, the marketing scene is doing some serious shape-shifting.

The question now is, how can brands go beyond and truly stand out, elevating the consumer experience to new heights? Marketing-as-a-Service (MaaS) could be a way out. Let’s explore if it is meant for you.

How Marketing as a Service Works

Think of MaaS, like hiring a bunch of marketing experts from outside for strategic planning and implementation. They customize everything to fit your business goals, the industry you’re in, and what your competition is up to. This streamlines inbound and outbound marketing.

You still get to steer your project with this flexible service, but you don’t need to dive into all the nitty-gritty details. Let an outside team handle your marketing needs. Plus, you get a bunch of tools and resources at your fingertips, along with expert advice and support. This helps your business save time and money while quickly growing your marketing efforts.

Marketing as a Service (MaaS) providers offer their clients a variety of services. Some of these are:

• Marketing Strategy & Plans
• Social Media Advertising
• Search Engine Optimization
• Social Media Management
• Video Marketing
• Billboards

Functions Perfect for MaaS Marketing

MaaS won’t do all the marketing for small and medium-sized businesses (SMBs). In-house teams can handle crucial tasks like brand messaging, client acquisition strategies, social media marketing, B2B content strategies, market research, and channel planning.

But when it comes to technology aspects, MaaS is really good. Tech changes a lot and quickly, and it’s hard for traditional marketers to keep up with the latest tech trends, so MaaS helps with that.

While keeping essential functions in-house helps control costs, outsourcing non-core functions through MaaS proves financially advantageous, significantly impacting a company’s overall presence. These functions include:

• Content development and presentation
• Print and online media design
• Website design
• Lead scoring
• Marketing automation

How Can MaaS Benefit You?

MaaS can address a wide range of pain points for CMOs, marketing leads, directors, and managers. For example, marketing managers often struggle with operational challenges. MaaS can take care of routine tasks, allowing them to focus on strategic planning and execution.

On the same lines, MaaS providers offer solutions that enhance efficiency, effectiveness, and strategic alignment through the intricacies of marketing, which are as follows.

Strategic Alignment and Market Insights

Marketing strategy will impact every piece of your business, and it should be tied to every piece of your business.

— Brandon Andersen, Chief Digital Officer and Board Member, 919 Marketing 

For CMOs, making sure their marketing plans match up with their big business goals is no easy feat. Staying in the loop with what’s trending in the industry and what the competitors are up to is time-consuming.

MaaS can provide strategic guidance and alignment, helping CMOs make data-driven decisions. Marketing strategy & plans service providers offer market research and competitor analysis, helping CMOs stay ahead in the dynamic landscape.

Technology Integration

Managing all marketing technologies can be a bit of a puzzle for marketing managers, right? MaaS providers can simplify the technology landscape through a suite of custom-built tools that automate your sales.

Picture this: a dashboard just for creative team managers. It keeps tabs on every task, who’s working on it, where it’s at in production, and when it’s your time to shine and give it the once-over.

Global Campaign Management

And do you know what is the most often missing ingredient in a sales message? It’s the sales message that doesn’t tell an interesting story. Storytelling … good storytelling … is a vital component of a marketing campaign.

— Gary Halbert, Author

Marketing leads sometimes find it tricky to run campaigns smoothly. And when you throw in a global presence, coordinating marketing efforts worldwide? Well, that’s a whole new level of complexity.

MaaS takes the weight off their shoulders, dealing with tasks like creating content, managing social media, and handling email marketing. Plus, when it comes to global campaigns, MaaS makes sure everything stays consistent while adjusting for regional quirks.

Lead Generation

Getting awesome leads is always a bit tricky. But here’s the cool part: MaaS experts make lead generation strategies extra effective. They draw in leads through various campaigns and channels, then follow the entire journey of these leads to fine-tune the process and make lead generation and conversions work even better.

Content Production and Distribution

It’s not the best content that wins. It’s the best-promoted content that wins.

— Andy Crestodina, Co-founder and Strategic Director, Orbit Media Studios 

Cooking up content takes time and a dash of creativity. Luckily, MaaS providers can create blog posts, videos, and eye-catching infographics. They’re all about keeping your brand vibe consistent and exciting. MaaS masters optimize how content gets out there, making sure it lands on the right plates through the perfect channels.

Multichannel Coordination

Juggling marketing across lots of channels can be a bit of a headache. But MaaS can make it all a breeze. It smoothens out campaigns across different channels, making sure everything fits together and clicks with your audience. It makes sure your message and brand vibe stay rock-solid across all the channels.

Data Management

Marketing leads swim in a sea of data, trying to make sense of it all. Meanwhile, marketing directors need the whole scoop on how campaigns are doing. And what’s on the minds of CMOs? Proving that the money spent on marketing is actually bringing in the goods.

Think of MaaS as your data helper. It uses tools and smart analysis to figure out what customers are doing and how your campaigns are doing. MaaS also brings powerful, feature-rich reporting tools that give lots of details. This makes it easy for big bosses like CMOs to see how well their campaigns and channels are working.

Resource Management

When working with a limited budget, marketing directors need to make precise investments that not only fit within financial constraints but also yield tangible results. Furthermore, CMOs often face resource constraints.

MaaS can offer a flexible resource model. It gives you a team that can grow or shrink as needed for projects without the hassle of hiring and training your own team. It’s also budget-friendly, focusing on what you really need. This way, you get good results that can grow your business without breaking the bank.

Agility and Flexibility

Adapting to rapidly evolving marketing landscapes can be challenging. It takes a lot of time to come up with new plans, especially if your team doesn’t have all the skills needed. Also, finding and keeping good marketing professionals is not easy.

MaaS providers stay updated with the latest tech and marketing trends, have the necessary capabilities, and quickly implement strategies without the need to start from scratch. MaaS also addresses talent gaps by providing access to a diverse team of specialists with expertise in different areas of marketing. This way, it helps marketing directors stay agile and responsive.

MaaS is the Answer to All Your Questions in 2024

As marketing dynamics shift in 2024, MaaS stands as a strategic ally. With a toolbox of resources, MaaS streamlines efforts, saving time and money.

From aligning strategies with business goals to navigating complex tech trends, MaaS addresses diverse needs. As a flexible, scalable solution, it’s a lifeline for resource management and agility, making it a potential game-changer in the ever-evolving marketing landscape.

So now the question is: How Much Does MaaS Mean to You? The answer could reshape your brand’s trajectory.