AI Meets Industrial IOT: Power Your Data-Driven Enterprise

AI Meets Industrial IOT: Power Your Data-Driven Enterprise

The rapidly progressing Artificial Intelligence (AI) technology offers a lot of new opportunities to businesses in the industrial sector. Smart machines that are capable of performing repetitive tasks with accuracy and self-correcting errors would be the perfect solution for any factory involved in large scale
How Data Innovators Lead Data Transformation Forward

How Data Innovators Lead Data Transformation Forward

Data transformation is currently upon us, and we can’t deny the fact that the future we talked about is now here. The world is finally progressing towards a more mature period of digital competence, and data innovators sit at the center of it all. Data-driven

CONTRIBUTORS

How To Humanize Your Data (And Why You Need To)

How To Humanize Your Data (And Why You Need To)

How To Humanize Your Data The modern enterprise is digital. It relies on accurate and timely data to support the ...
Are Cloud Solutions Secure Enough Out-of-the-box?

Are Cloud Solutions Secure Enough Out-of-the-box?

Are Cloud Solutions Secure? Although people may argue that data is not safe in the Cloud because using cloud infrastructure ...
Key Cloud Office Trends Of The Future

Key Cloud Office Trends Of The Future

Cloud Office Trends The mass migration to the cloud is well under way and will only accelerate. Two giants continue ...

RECENT NEWS

The New Industrial Revolution – According to the WSJ

The New Industrial Revolution – According to the WSJ

The insert in today’s US print edition of the Wall Street Journal is called The New Industrial Revolution. The paper updates ...
Oracle Cloud Unveils New HPC Offerings to Support Mission Critical Workloads

Oracle Cloud Unveils New HPC Offerings to Support Mission Critical Workloads

Oracle Cloud Unveils New HPC Offering Oracle now provides a complete set of solutions for any high performance computing workload, ...
Capgemini in Gartner Magic Quadrant

Capgemini in Gartner Magic Quadrant

Paris, November 9, 2018 – Capgemini, today announced that Capgemini (Prosodie) has been positioned as a Leader by Gartner in its ...
Alibaba's on-demand online services unit valued at $30 billion: sources

Alibaba’s on-demand online services unit valued at $30 billion: sources

HONG KONG (Reuters) - Alibaba Group’s newly formed on-demand online services unit has rocketed in value to as much as ...
Batteryless smart devices closer to reality

Batteryless smart devices closer to reality

Researchers at the University of Waterloo have taken a huge step towards making smart devices that do not use batteries ...
Managed Cloud Providers

Digital Marketing Hubs And The Cloud

Digital Market Hubs

Gartner’s recently released research, Magic Quadrant for Digital Marketing Hubs, recognizes the big four marketing cloud vendors as leaders, but also points to many challengers. Adobe, Marketo, Oracle, and Salesforce inhabit the leader’s block of the Magic Quadrant, reflecting both their growing capabilities as well as marketing technology platform scopes. Gartner believes that challengers IBM, Epsilon (Conversant), and Experian Marketing Services are equipped with similar abilities as the top four, and considers RocketFuel, DataXu, Neustar, and MediaMath a few of the visionaries not yet able to deliver at the same scale. Gartner’s final quarter points to niche players and includes Nielsen (eXelate), Sizmek, Marin Software, and Teradata.

The Analysis

The Magic Quadrant for Digital Marketing Hubs research suggests that digital marketing hubs offer consistent access to content, audience profile data, messaging, workflow elements, analytics functions, and data collection, manually and programmatically, both online and offline. The various platforms were analyzed according to their ability to cover four areas of capability, including:

  • Mastering audience profiling using a combination of first, second and third-party data sources;
  • Workflow and collaboration tools for end-to-end marketing program management;
  • Intelligent composition for multi-channel marketing activities and automation;
  • Unified measurement and optimization.

The Big Four

While Adobe’s Marketing Cloud platform stands out for its vision, broad range of creative and analytical tools for marketers, cloud-based software delivery, financial strength, and dedication to marketing solutions innovation, the company lost points for its high prices, ongoing integration, and complexity and support around their modular-based Marketing Cloud.

Marketo, meanwhile, was recognized for its extensive set of capabilities for both multi-channel journey mapping and direct marketing use cases, as well as for partner ecosystem and audience management. Ad tech integration, dissatisfaction around pricing and support, and native search engine marketing tools, however, pull the company up short of a perfect product.

Marketing Plan

Oracle’s broad scope of capabilities was also recognized by Gartner, from acquisitions to product integration, big data architecture to workflow. But Oracle’s reliance on acquisition for development was considered a weakness, as well as gaps in their offering which include DSP functions and native multi-touch attribution analytics. Poor customer satisfaction regarding pricing and after sales engagement was Gartner’s final caution to Oracle.

With strengths ranging from intuitive user experiences to cross-cloud forays into sales and service due to its Journey Build features, Salesforce Marketing Cloud rounds off the big four digital marketing platforms well. Gartner highlighted their strong email marketing capabilities, due primarily to their acquisition of ExactTarget, as well as constant investment in product innovation, but inconsistencies in hub adoption, immature data analytics, and concerns regarding declining support quality and pricing suggest room for growth and improvement.

The Digital Marketing Cloud

As digital adoption soars, customer behavior changes, and businesses have to redesign their customer’s journey. Digital marketing platforms are increasingly helping organizations identify, create, manage, and measure these customer journeys, and with the information and insights of big data, the digital marketing cloud is changing how businesses operate as well as how they interact with their customers. Though Gartner recognizes the above mentioned big four as leaders in digital marketing, the challengers, visionaries, niche players, and even novice market entrants are improving the digital marketing landscape and bettering existing business models.

By Jennifer Klostermann

Jennifer Klostermann

Jennifer Klostermann is an experienced writer with a Bachelor of Arts degree majoring in writing and performance arts. She has studied further in both the design and mechanical engineering fields, and worked in a variety of areas including market research, business and IT management, and engineering. An avid technophile, Jen is intrigued by all the latest innovations and trending advances, and is happiest immersed in technology.

Cloud Community Supporters

(ISC)²
Cisco
SAP
CA Technologies
Dropbox

Cloud community support comes from (paid) sponsorship or (no cost) collaborative network partnership initiatives.