Saturday, January 18, 2014

Can the Market Absorb More Marketing Automation Vendors?

by Dan Freeman 
Follow on Twitter

With last month's $1.5 billion purchase of Responsys by Oracle, marketing automation continues to be in the limelight. On the surface industry consolidation appears to be the narrative, but dig deeper and you will find compelling subplots. Creative destruction—which has transformed marketing since the rise of the Internet—is accelerating. As traditional marketing (think Madmen) gives way to digital, marketing technology ascends.

As this Infographic from Scott Brinker (Chief Marketing Technologist blog) shows, it’s truly the wild west for marketing technology, and marketing automation, as a “backbone platform” is front and center. Platforms are software that every marketer needs—such as CRM, or web content management—and Brinker includes marketing automation as another must-have technology.
“What makes them platforms, rather than just products, is that they’re increasingly open — interoperable with other, more specialized marketing software.”
Can the market absorb the entry of tech giants like Oracle, IBM, Adobe, and Salesforce, as well as dozens of new marketing automation start-ups? Our answer is yes. Consolidation and growth will occur in tandem as tens of thousands of marketplace experiments among platform users determine the eventual winners and losers.

One thing is for certain; adoption rates are hitting the steepest part of the product lifecycle, and to be a winner, vendors need to be in the game now.

****   ****   ****    ****

Marketing Growth Strategies LLC has been engaged in research, analysis, lead generation, and client implementation in the Marketing Automation sector since 2009 and has recently revised its highly successful 2014 Marketing Automation eBook.

Are you a marketing automation vendor? Learn about the capturing up to 500 fresh Marketing Automation leads.

Considering implementing marketing automation? Download the 2014 Marketing Automation eBook.




No comments:

Post a Comment