Last Thursday Adobe hosted its intimate Symposium in San Francisco, which reiterated the theme of Summit held in Utah in March – a theme of “reinvention.” Yesterday, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related? It comes down to the importance data and its use throughout the organization.
Cloud is increasingly necessary for companies that manage growing numbers of interconnected data sources and big data analytics. Oracle may be late to the cloud, but they are certainly not to be discounted. Their numerous marketing tech acquisitions over the past few years make them particularly important to watch (people would have looked at you funny if you said “Oracle” and “Marketing” together in the same sentence a few years ago, but certainly not today). By combining its database offering with its Marketing Cloud, Oracle will hope to entice customers with one-stop-shopping.
Marketing of the future is about personalization at scale, which requires vast amounts of data to be aggregated, analyzed, and acted upon in increasingly near real-time. The number of solutions and amount of integration required for that process is becoming more complex every day, so the more a vendor like Oracle can provide a compelling, integrated offering, the more appealing it will be to buyers. Salesforce and Adobe have also invested in marketing technology recently, building their own “Marketing Clouds.”
It will become increasingly difficult for brands to connect all the required data and customer engagement elements themselves, so suites or platforms of cloud technology stand to gain ground if they can make their case. Oracle will aim to do just that at OpenWorld this week.
Yesterday, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related?
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
Salesforce just announced the release of its Social Studio, an enterprise social relationship platform.
Today Sprinklr is announcing the availability of a paid media offering as well as a $40M in series D funding led by Iconiq Capital (which notably manages money for many of Facebook’s early employees, among others).
Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
When Google bought Wildfire for $350M, it took many by surprise. What did Google want with a Social Relationship Management company? Google is in the ad business, not the SRM business.
Two things: To stay competitive with (or arguably ahead of) the giants in the social world—Salesforce, Adobe, and Oracle—Sprinklr needed to build out its analytics capabilities. Sprinklr’s customers increasingly need custom consulting services, especially for implementation and training.
Facebook may be losing teens (/the cool kids), but contrary to some beliefs, 2014 will not be a dire year for the company.
Customer attention will continue to fragment in 2014, making it harder than ever for brands to engage with customers. But it will also be the year in which brands capitalize on a largely untapped opportunity presented by social media…
On Tuesday, Sprinklr raised $17.5M in series C funding. That follows additional rounds raised by other enterprise social media management vendors in the past year, including: Spredfast raised an $18M series C in February, Hootsuite raised $165M in its series B in August, and HearSay Social raised $30M in its series C in September. What […]
Adobe Marketing Summit and Oracle OpenWorld both took place recently. It’s another month until Dreamforce, but I expect similar announcements to be made there.
Last week, Jeremiah and I published Altimeter Group’s first “short doc,” focused on in-depth case studies that illustrate how large brands are managing complex, distributed social media programs.