In a first of its kind, IDC has released its MarketScape on Worldwide Marketing Cloud Platforms. This MarketScape looks at the capabilities and strategy of leading marketing cloud platforms. The evaluation is based on a set of capability parameters as well as buyers’ perception of each vendor’s ability to execute against their expectations.
I’m happy to share that IDC positions Oracle as the Leader in Marketing Cloud Strategy and a leader in Marketing Cloud Capabilities. According to IDC, "Oracle has assembled a star-studded portfolio of technologies and partnerships that will carry even the most advanced, complex, and high-volume marketers to new heights for many years.”
IDC had an interesting perspective on the market that’s worth examining as marketers start to build out their strategy for marketing technology internally. IDC parses requirements for a Marketing Cloud into a few key areas. Here’s a quick summary of how to think about it:
- Interaction channels. This is based on the ability to execute messaging across key channels, such as email, mobile, display, social and web.
- Collaboration. How can teams collaborate on key processes required to execute your marketing?
- Content. What content must be developed to execute your marketing, and how can teams run it through specific workflows?
- Analytics. How can marketing assess its performance and demonstrate revenue for the business?
As IDC conducted its research, one clear conclusion they reached is that marketers are growing tired of the complex technology ecosystem that plagues their businesses today. “The largest and most experienced users are finding that having hundreds of different systems, each optimized for a specific activity or team or region, leads to a great deal of complexity at the corporate level, which in turn increases costs and time to market,” writes Gerry Murray, IDC’s author of the report. “With the advent of marketing clouds, these customers can now evaluate the advantages of consolidating core functions with a single provider.”
Because Oracle Marketing Cloud is built on an open platform, we can help customers as they make this transition towards integrating the technology they have in-house while providing foundational applications that help them connect data, create actionable audiences, and orchestrate and optimize customer experiences.
As the IDC points out in this report, a marketing cloud is not just about front end marketing. In addition to Oracle’s marketing offerings, IDC notes that it “brings a host of back-end solutions to the table as well as vast customer information services and transaction history.” This is especially important as marketers engage technical stakeholders to connect with the data they need to serve customers.
The report is tremendous validation for Oracle Marketing Cloud customers. For them, we remain focused on building a platform that marketers love and IT trusts.
Read more about Oracle as Leader by downloading your own copy of the IDC MarketScape on Worldwide Marketing Cloud Platforms.
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