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Competition Has Heated Up in the Marketing Cloud Space

Anne Shields - Author

Oct. 11 2020, Updated 12:13 p.m. ET

Adobe leads the Digital Marketing Analytics space

On September 21, 2015, Gartner released the results of its “Magic Quadrant for Digital Marketing Analytics.” Adobe (ADBE) emerged as the leader with Google (GOOG) and SAS trailing behind it, as the below presentation slide shows.

Gartner believes that web analytics and attribution are converging. Marketers are now increasingly looking for offerings that can solve for all of their requirements in one place, spanning from data integration, data visualization, and marketing mix modeling to business measurement, intelligence, and prompt action on insights. As a result, players in the digital marketing space are increasingly developing their solutions to offer a comprehensive product portfolio.

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Digital marketing is driving business growth

The rapid changes in the technology sector have shifted the business landscape. Market trends indicate that it’s no longer marketing that drives business growth. Digital marketing is driving business growth. In the current market scenario, marketing and technology are so inextricably entwined that future success depends on the creation of a cross-functional organization.

As the chart above shows, industry analysts expect a consistent increase in digital marketing spending. Also, digital marketing is a requisite expertise for business-to-business (or B2B) organizations.

Oracle is gobbling up companies to get on par with Adobe and Salesforce

Leading enterprise vendors like Oracle (ORCL), IBM (IBM), and SAP AG (SAP) are behind Adobe and Salesforce in enterprise marketing software suites, as we’ve seen in the prior part of this series, despite several measures to woo thousands of marketers with automated ways of attracting and serving customers using their software.

Oracle has stated that Maxymiser—its recent acquisition in marketing cloud—will enhance its offering to manage marketing programs spanning digital channels and customer lifecycle.

A Gartner report in early 2015 stated that, on average, approximately one-third of marketing-related technologies and services are bought by marketing. Moreover, marketing influences almost half of all purchases.

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