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Digital Marketing Hubs Are the Center of the Digital Marketer’s Universe - Gartner

Digital Marketing Hubs Are the Center of the Digital Marketer’s Universe - Gartner | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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What it fails to take into account is the quality of the applications that are a part of the hub, i.e., how they compare to best of breed.

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Gartner: Integration Key For Digital Marketing Hubs | AdExchanger

Gartner: Integration Key For Digital Marketing Hubs | AdExchanger | The MarTech Digest | Scoop.it
Why would Gartner evaluate media-buying platforms (MediaMath and Turn), marketing clouds (Adobe and Oracle) and data management platforms (Krux and Nielsen/eXelate) with the same criteria? Usually those categories are complementary, not competitive.

So what do these vendors have in common? It comes down to the definition of a hub – and the way it differs from an ad tech stack or marketing cloud.

Officially for Gartner, a hub must “provide marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences and data collection across online and offline channels, both manually and programmatically.”

So within Gartner’s criteria, companies that did well enabled integration with other vendor tools and empowered marketers to onboard data to drive more functions. Across the board, any time Gartner criticized a vendor in its report it related to some sort of integration challenge – usually a delay or an overly complicated process in connecting different tool sets.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Give me integrated best of breed.

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New Gartner Report: Build Your Digital Marketing Hub- Oracle

New Gartner Report: Build Your Digital Marketing Hub- Oracle | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Oracle's POV.

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Gartner named Adobe a Leader in Digital Marketing Hubs - Adobe

Gartner named Adobe a Leader in Digital Marketing Hubs - Adobe | The MarTech Digest | Scoop.it
Adobe has been named as a Leader in the Gartner Magic Quadrant for Digital Marketing Hubs again. But, in 2015, we’ve scored even better in the “completeness of vision” category. We know what you need and work hard to bring you the kind of Marketing Cloud you expect.

Learn why Adobe Marketing Cloud gives you the most complete set of marketing tools and the most comprehensive integration.

Download the report


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Click through to get a FREE copy of the report.

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