Adobe, Oracle, Salesforce and Marketo dominate Gartner’s magic quadrant for digital marketing hubs, released last week.

Digital marketing hubs provide standardised access to audience data, content, workflow triggers and operational analytics to automate execution and optimisation of multichannel campaigns, conversations, experiences and data collection across online and offline channels, says Gartner.

Gartner’s Magic Quadrant for Digital Marketing Hubs:

Source: Gartner (February 2017)

A digital marketing hub is foundational for many mission-critical priorities. Hub vendors can help marketing leaders:

  • Use unified cross-channel data and analytics to orchestrate and optimise multichannel customer journeys across silos and touchpoints.
  • Harvest real-time and historical data from multiple sources into a common format for analysis, and distribute analytics insights and programs to multiple applications and collaborative tools.
  • Accelerate agility and reduce risk by standardising access to common resources such as audience profile data, content and workflow triggers across marketing applications.
  • Access data to understand what your customers want and use it to create and deliver personalised offers, advertising and experiences, and optimise them based on results.

Adobe achieved top ratings in marketing strategy, innovation and customer experience.

“It sets the pace for a majority of advanced marketing capabilities, and its cost and complexity reflect this. Consider Adobe if you are a midsize-to-large enterprise with a moderate-to-high level of operational and analytics marketing maturity looking to compete on quality of customer experience and personalisation,” the analysts write.

Following an aggressive acquisition strategy, Oracle’s marketing cloud demonstrated demonstrated strength in most of the critical capabilities and distinguished itself in capabilities for identifying and targeting anonymous audiences and using behavioural, transactional and offline data to enrich customer and audience profiles.

“Oracle’s digital marketing hub capabilities are best-suited to large enterprises, particularly those with an existing strategic relationship with Oracle,” Gartner writes.

The acquisition of DMP Krux and the roll out of its artificial intelligence features, known as Einstein, has bolstered the capabilities of Salesforce Marketing Cloud.

“Although Salesforce is best-known as a B2B-focused company, B2C enterprises should consider Salesforce Marketing Cloud for its scalable, full-customer life cycle approach, and its new incorporation of data management and AI into a cloud designed to unite ad operations with direct marketing,” Gartner writes.

Once a challenger brand, Marketo has moved into the leaders’ quadrant.

Marketo’s ability to bring data-driven marketing tactics to its core audience of midsize to large B2B and B2C marketers at scale distinguishes it in the hub field. “Marketo is best-suited for midsize and large companies, particularly those with an emphasis on B2B or considered-purchase B2C use cases.”




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