Excel is without doubt the most frequently used tool by marketers to plan projects, actions or campaigns. And with the arrival of Office365, Microsoft offers a cloud-based marketing suite in which you can seamlessly combine Excel with Outlook, Sharepoint, OneDrive, Teams, Planner, Word and Powerpoint. You have all the tools you need to write your marketing strategy, plan, manage tasks, manage budgets, write briefings and monitor results. No wonder the IT department puts the heels in the sand when marketers want to get a marketing planning tool in-house. In this article I sketch the differences between Office365 and a specialized planning tool, but I also outline the complementarity between the two systems.
Before comparing software, let's zoom in on the 10 most common needs of marketers, regardless of the sector they operate in:
In the diagram below, I have translated these 10 needs into 7 themes. For Office365 I immediately mentioned the right feature. For an integrated planner like Husky there is a separate module for each theme, but they are all integrated in one application.
So, we now have a better understanding of the most diverse needs of marketers. But we can also start comparing 2 software approaches. The crucial question is: which of the 2 approaches is best suited to meet the needs of marketers? Office365, which offers an integrated experience of apps and services? Or an integrated marketing planner like Husky?
First zoom in on Office365. This offers an integrated experience of different apps and services. In other words: for many of the above needs an app or service exists within Office365. Without leaving the suite, you can perform various marketing activities. You can quickly hop from a planning in Excel to a briefing in Word, a task list in Outlook or a team discussion in Teams. That works fine for solo marketers or teams with a maximum of 2 to 3 marketers. The last will, certainly within a complex or demanding planning environment, quickly run up against the limits of Office365. The biggest disadvantage of Office365 is the false sense of integration. After all, the separate apps or services do not integrate with each other the way marketers want them to. Here are a few examples:
An integrated marketing planner like Husky is built entirely around meeting the above needs or requirements. Integrated here means that you integrate all functions within a single app. Do you want to merge 2 campaign plans? Do you want to filter different plans? Do you want to see 'your' tasks for different schedules? Do you want to give external parties access to one project with planning, tasks, budget, results and strategy? Do you want to roll out a workflow that has an impact on different themes? Do you want to generate project reports? Do you want to discuss in the planning itself? Then integrated marketing planners like Husky are the only good solution.
Yes, it can! And that's where the solution lies. After all, Office365 is indispensable in companies with medium to large marketing teams. With Office365 and Husky you work in the best of both worlds.
The diagram below shows some common examples of marketing planning managed in Husky and Office365. Here you can clearly see that it is not an either/or story, but that one and/or a starting point is the most professional approach.
What's that look like in Husky? You can see that in the screenshots below.
Office365 is indispensable in a modern office environment and offers marketers indispensable tools such as Excel, Word, Powerpoint, Mail or OneDrive.
However, Office365 does not solve the problem of fragmentation of marketing data in different apps and services. The risk that marketers lose overview or insight into the multitude of operational or strategic marketing data remains high.
Husky Marketing Planner and Office365 are very complementary. Husky centralizes all operational and strategic marketing planning data so that marketers have an overview and insight into projects or campaigns at all times. Thanks to smart links between Husky Marketing Planner and Office365, marketers can get the best out of both worlds.