Big four marketing cloud vendors top Gartner's digital marketing hubs list

Adobe, Oracle, Salesforce and Marketo are leading the way for digital marketing platform capabilities, according to the analyst group's new magic quadrant, but there are plenty of challengers

Adobe, Oracle, Salesforce and Marketo are leading the pack when it comes to providing digital marketing platforms, new Gartner research reports.

The analyst firm’s latest report on Digital Marketing Hubs placed the four within the leaders component of its Magic Quadrant, a decision that also reflects the growing capabilities and scope of their marketing technology platforms.

According to the Gartner report, digital marketing hubs provide standardised access to audience profile data, content, workflow elements, messaging and analytics functions for running and optimising multi-channel campaigns and experiences, and data collection across online and offline both manually and programmatically.

These platforms were expected to cover four key areas of capability: Master 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 orchestration for multi-channel marketing activities and automation; and unified measurement and optimisation.

Platforms were judged both for their strengths and weaknesses. Adobe’s leading Marketing Cloud platform, for instance, was highlighted for its vision, cloud-based software delivery, focus on a broad set of tools for marketers through its creative and analytics heritage, financial strength and commitment to marketing solutions innovation. However, the research firm flagged ongoing integration, high price points, and complexity and support around Adobe’s modular-based Marketing Cloud as cautions.

Oracle, meanwhile, received high marks for its broad scope of capabilities through acquisitions, big data architecture and product integration and workflow. However, weaknesses cited by Gartner included Oracle’s reliance on acquisition for development and some feature gaps, such as native multi-touch attribution analytics and DSP functions, as well as low customer satisfaction scores around pricing and post-sales engagement.

Marketo, another one of the big four, was recognised for its comprehensive set of capabilities for most direct marketing uses cases and multi-channel journey mapping, along with partner ecosystem and audience management. Cautions included shortfalls around ad tech integration, some customer dissatisfaction around pricing and support, and native search engine marketing tools.

Salesforce Marketing Cloud’s strengths ranged from cross-cloud journeys into sales and services thanks to its Journey Build feature set, to intuitive user experience and strong email marketing capabilities thanks to its ExactTarget acquisition, and active investments in product innovation. On the cons side were inconsistent hub adoption, immature data analytics and some customer concerns around diminished support quality as well as pricing.

Brands listed by Gartner as challengers but with similar abilities as the top four to execute were Experian Marketing Services, IBM and Epsilon (Conversant).

The list of visionaries, or those vendors with similar vision to the digital marketing leaders but who lack the same ability to execute, included MediaMath, Krux, Turn, RocketFuel, DataXu, Sitecore, Neustar and IgnitionOne.

The Gartner map also has a fourth quarter reflecting niche players in this space. On the list were RedPoint, Nielsen (eXelate), Kitewheel (a decisioning engine spun out of Provenir in 2014), Sizmek, Marin Software, Zeta Interactive and Teradata.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in