July 29, 2015
By Rechelle Tangcangco
Melbourne, Australia – Ovum’s new report “Ovum Decision Matrix: Selecting a Digital Marketing Platform, 2015–16” has found Adobe to be the overall market leader for digital marketing platforms, followed closely by IBM, Oracle, and Salesforce. SAS and Teradata are the market challengers and new market entrant Marketo is a follower. These vendors share three-quarters of the annual US$5 billion global market spend on digital marketing platforms.
In product technology, many vendors still lack an integrated e-commerce proposition and have underinvested in social media capabilities such as social collaboration, social network integration, and the capture of user-generated content (UGC). From a pure technology viewpoint there is little to choose between the vendors; differences are more apparent in strategy execution and market impact, where Adobe in particular scores highly.