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Key Players’ Offerings in the Marketing Cloud Space

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Gartner has ranked Adobe as a leader

In the prior part of this series, we discussed Oracle’s (ORCL) recent acquisition of Maxymiser, which is likely to boost its Marketing Cloud offering and consequently its place in the space. Adobe (ADBE) has been heralded by both Gartner as well as Forrester as the player that enjoys a commanding position in the marketing cloud space.

In April 2015, Gartner—in its “Magic Quadrant for Multichannel Campaign Management” report—placed Adobe in the leaders category. Apart from Adobe, IBM, SAS, Teradata, and Oracle also made it into the leaders category.

In April 2015, Adobe announced several new features to its Marketing Cloud that mark its entry into the Internet-of-Things (or IoT), ad technology, and wearables space. Its peer Salesforce is also aggressively eyeing the wearable space.

The chart below shows the Marketing Cloud offerings by various players. Adobe, Salesforce.com (CRM), Oracle (ORCL), and IBM (IBM) offerings are prominent in the marketing cloud space. HP and SAP are also catching up fast. Salesforce and Adobe (ADBE) offerings largely cater to the consumer market.

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Oracle’s position in the digital marketing cloud space

Commenting on Oracle’s (ORCL) position in the digital marketing cloud space, Matt Mullen, senior analyst at 451 Research, said, “Oracle is trying to unify audience data from its own marketing assets—Eloqua and Responsys—so that it can be pushed back into those applications for further use, and is further down that road than Salesforce is right now.” Mullen further shared, Oracle “is all about managing and collecting the data for use in the broader dynamic supply chain, and has strong relationships with systems integrators to build out sophisticated platforms.”

By integrating Maxymiser into its marketing cloud, Oracle could offer integrated tools across varied settings and channels. This is likely to give Oracle an edge over its peers. Adobe has tools, for example, but may somewhat lack integration.

You can consider investing in the Technology Select Sector SPDR Fund (XLK) to gain exposure to Oracle. XLK invests about 3.41% of its holdings in Oracle.

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