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Oracle: Marketing Clouds Don't Exclude Best-of-Breed Solutions

Oracle: Marketing Clouds Don't Exclude Best-of-Breed Solutions | The MarTech Digest | Scoop.it
"I don't believe this is such a binary issue," Chris Lynch told me, "whether the marketing cloud makes sense or doesn't make sense for a company."

Lynch, Head of Product Marketing at Oracle Marketing Cloud, was explaining that Oracle views the marketing cloud as a set of foundational technologies which people need—such as Eloqua and Responsys for orchestrating B2B and B2C customer experiences—and with which point solutions can readily be integrated. "We're devout about an open platform strategy," he said. "The existence of a marketing cloud need not be at the expense of other best-of-breed solutions."

"It's easy to look at cost," he said, "based on the initial contract. But what's quite often overlooked in the area of software-as-a-service is total cost of ownership." A marketing cloud may look pricier than point solutions, but it's necessary to look not just at the immediate product at point of sale, but at what will get delivered over a number of years—not least in terms of services and support which can prove costly. "There are a lot of varying versions of 'yes' when you ask if a solution can do something. You need to ask how it's going to be done, and about long-term cost."
CYDigital's insight:

Personalize your stack!!!!

 

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Why Self-Service Tools are Displacing the Marketing Cloud - CampaignMonitor

Why Self-Service Tools are Displacing the Marketing Cloud - CampaignMonitor | The MarTech Digest | Scoop.it
We found that these marketers are overwhelmingly embracing self-service tools, not all-in-one marketing clouds. They prefer solutions that are easy to use, affordable and work seamlessly out of the box. They want the flexibility to build powerful stacks of technology, unique to their business needs, that integrate with one click.

When you consider budgets alone, mega-vendor marketing suites immediately break the bank. More than 40% of marketers at mid-market companies we surveyed have less than $50,000 per year to spend on marketing technology. Simplicity is also crucial, whether it’s technology for landing pages, social media, content marketing, SEO, website testing, or analytics. More than 98% of marketers want products that can be set-up and used by people with minimal technical skills.
CYDigital's insight:

Ding-ding-ding...

 

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6 questions with the most active VC in marketing tech - Chief Marketing Technologist

6 questions with the most active VC in marketing tech - Chief Marketing Technologist | The MarTech Digest | Scoop.it

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CYDigital's insight:

Can't say it hasn't worked for Battery! However, their investment decisions are different from your situation.

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Some Assembly Required: Digital Marketing Tech Integration - CMS Wire

Some Assembly Required: Digital Marketing Tech Integration - CMS Wire | The MarTech Digest | Scoop.it

The simple solution recommended is simple. Instead of jumping into technology before it’s been learned and understood:
-Assess your current business strategy and understand the technology you’re working with
-Plan, focusing on the resources and skill sets needed to properly implement the technology
-Implement the strategy once the assessment and planning has been properly completed


More promising statistics:
-42 percent who own their MarTech strategy see greater business impact
-50 percent with a strategy are able to achieve more targeted customer engagements
-51 percent who manage and integrate tech well achieve greater revenue contributions


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CYDigital's insight:

Tealium, as you know, is a MarTech integration solution, and vitally needed for the best-of-breed cobblers.

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A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist

A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist | The MarTech Digest | Scoop.it

Forrester characterizes buyers as primarily seeking integration above all else. Good integration options make best-of-breed capabilities considerably more attractive.

The good news is that most of marketing cloud providers are galloping in this direction. Many of them have made huge strides forward in providing more open APIs and expanding their official ISV ecosystems. And from some of the R&D work that a few of these vendors have shared with me, I can confidently predict that the ease and power of these plug-and-play integrations will be pretty astounding over the next year.

That will permanently change the dynamics of this space. It won’t be about who has the best of everything built-in — simply an impossible quest in a world of such rampant innovation and change in marketing — but who has the best platform ecosystem upon which a marketer can craft an integrated stack that is ideally suited to their specific needs.


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CYDigital's insight:

More Pros and Cons. A B2B buyer really doesn't care about APIs: all they want is clean integration where all the data is accessible however it is desired. So whether it is a monolith, a best of breed or a MaaS, it conceptually doesn't matter.

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Why Marketing Tech Investments Will Change in 2015 - eMarketer

Why Marketing Tech Investments Will Change in 2015 - eMarketer | The MarTech Digest | Scoop.it
Marketers are aware that integrating technologies is just as important as acquiring the right ones. When evaluating new tools to invest in, nearly half of respondents said it was critical for them to be able to fully integrate the new with the old. This makes sense when one considers that 40% of respondents’ workflows weren’t as efficient as they needed to be because technologies they used didn’t work in tandem and that 31% and 28% lost time and accuracy to data integration issues, respectively.


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CYDigital's insight:

There are two discussions going on right now: the debate over single source vs. best of breed, and if the latter, the issues with integration. As Adobe will attest, the cloud should be the centerpiece for cooperative workflows.

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