Cloud

Oracle has spent much of the last two years buying its way aggressively into the marketing technology space with the acquisitions of Eloqua (2012), Compendium (2013), Responsys (2013) and BlueKai (2014). The combined price tag for these four deals alone is believed to be just shy of $US3 billion. The trick,

The increasing sophistication of platforms, the natural development of digital capabilities over time and the evolution of the marketing function are all feeding into an important shift in CMO priorities. Engagement is now as important as acquisition.  Engagement is becoming a critical watchword and innovation is now the order of

Having watched rivals like Oracle and Salesforce buy their way into the competitive marketing technology sector, SAP has responded by hitching its wagon to Adobe. At least for now. The two companies today announced a strategic alliance which will see SAP resell Adobe’s marketing cloud with its HANA platform and

Marketing departments are accelerating the implementation of their digital marketing technology platforms, but many still prefer to buy point solutions and build up. However, the most successful and leading companies are taking a holistic view of the ecosystem. That’s our key takeout from a recent interview with Charlie Wood, Salesforce