What should be recommended?

Northern Trail Outfitters has been using Marketing Cloud for one of their brands for the last year and wants to migrate another brand to their portfolio. The two brands have contrasting target groups and

identities so they need the emails and landing pages to have different styles that refrain from

mentioning the other brand in any way.

What should be recommended?

A. Create a new business unit for the new brand.

B. Request a second SAP for the existing business unit.

C. Request a Private Domain to be added to the existing business unit.

D. Implement a new SSL Certificate for the new brand.

View Answer

Answer: A

Explanation:

To address Northern Trail Outfitters’ need to manage two brands with contrasting target groups and identities in Marketing Cloud, it’s important to choose an approach that allows for distinct branding, content, and subscriber management for each brand. Let’s evaluate the options:

A. Create a new business unit for the new brand: This is a strong option. By creating a new business unit within Marketing Cloud, each brand can have its own set of users, permissions, email and landing page templates, subscriber data, and sending reputation. This separation ensures that each brand can maintain its distinct identity and style without any overlap or mention of the other brand.

B. Request a second Sender Authentication Package (SAP) for the existing business unit: A second SAP would provide a separate sender profile, including a dedicated sending domain and IP address. While this can help in differentiating the email sender information for each brand, it doesn’t address the need for separate content management and subscriber data handling, which are crucial for maintaining distinct brand identities.

C. Request a Private Domain to be added to the existing business unit: Adding a private domain would allow for custom domain branding in links and landing pages. However, like the second SAP, it doesn’t provide a comprehensive solution for managing separate content, subscriber data, and branding for each brand within the same business unit.

D. Implement a new SSL Certificate for the new brand: While implementing a new SSL certificate for the new brand’s domain would enhance security and trust for that brand’s web presence, it doesn’t address the core requirement of managing distinct email and landing page styles, nor does it separate subscriber data and content management.

Given these considerations, the most recommended approach is A. Create a new business unit for the new brand. This solution not only supports distinct branding and content management for each brand but also allows for more effective and organized management of marketing strategies, analytics, and subscriber data for each brand within the same Marketing Cloud instance. It’s a strategic approach to maintain brand integrity and operational efficiency.