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!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in