About This Constellation ShortList™
The marketing technology landscape has grown rapidly as the Chief Marketing Officer (CMO) takes on increased responsibilities and the change in customer buying behavior. CMOs today drive not only traditional areas of marketing, such as branding, demand generation and product marketing but also customer advocacy and loyalty. Brands are competing for consumer time and attention, while customers have a plethora of options and more information about vendors than ever before. Mobile, social media, online review websites and peer groups have made consumers savvy about researching their options. Add on price comparison services and shifts in the advertising and media markets, B2C CMOs and their teams are challenged to serve the on-demand customer.
Several developments have occurred since the Constellation ShortList update earlier this year. This update considered the growing importance of cross-channel marketing with an emphasis on mobile capabilities, the growth of video, data management platforms (DMP), and the rise of artificial intelligence (AI) in marketing. Many of the vendors listed developed or acquired additional marketing capabilities, which Constellation views as positive for clients. These developments include Oracle Data Cloud’s acquisition of MOAT to enhance its marketing data and analytics portfolio, and Salesforce’s acquisition of DMP Krux last October led to new branding as Salesforce DMP. Adobe’s newly branded Experience Cloud now includes improved integration of its Marketing and Creative Clouds. Also promising is Adobe’s growing partnership with Microsoft Dynamics 365, building a solid pipeline of deals developed from a productive co-selling model according to both companies.
These systems help marketers execute on brand awareness initiatives, provide targeted personalized campaigns at scale, leverage segmentation to select advertising mediums, and facilitate social media marketing - all leading to an engaged customer. As CMOs are increasingly held accountable to deliver and show revenue results, the need for robust data analytics capabilities has grown in importance.
Constellation considers the following criteria for these solutions:
- Ease of use, user interface
- Quickly and easily design campaigns, visual workflow
- Robust segmentation capabilities
- Facilitate and track advertising mediums, retargeting
- Social listening and engagement capabilities
- Web personalization, integration with commerce platforms
- Behavioral and A/B campaign testing
- Multi-channel campaign attribution
- Product vision and roadmap
- Aggregated analytics and reporting
- Post-sale support and community
The Constellation ShortList™
Constellation evaluates 50 solutions categorized in this market. This Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share, and internal research. Constellation also considered client company size and marketing resources to recommend solutions suitable for enterprises and small-to-medium businesses (SMB).
The enterprise category is defined as companies with a broad geographical reach, multiple lines of business, and/or over 3000 employees. These are the best-of-breed vendors that provide applications and services without bundling into another platform (in alphabetical order):
- Adobe Marketing Cloud
- Oracle Marketing Cloud
- Salesforce Marketing Cloud
- SAS Customer Intelligence
SMBs have limited marketing resources and budget, which is factored into the selection criteria. As SMBs grow, the solution needs to have the ability to scale accordingly. These are the best-of-breed vendors that provide applications and services without bundling into another platform (in alphabetical order):
- Campaign Monitor
Frequency of Evaluation
Each Constellation ShortList evaluation will be updated every 180 days as needed.
Constellation clients may work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.
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