The Marketing Cloud. A one-stop-shop for CMOs. Everything you need to create, manage, and execute marketing campaigns. Web. Social. Email. Mobile. Analytics. Targeting. From a single vendor. All in one easy-to-buy package.
- Adobe’s got one: “Adobe Marketing Cloud. All the solutions marketers need. All from Adobe.”
- So does Salesforce.com: “Salesforce Marketing Cloud is a comprehensive solution that takes social marketing to the next level.
- Oracle has one: “Execute consistent, integrated social marketing strategies across your global brands”
- Even HP/Autonomy has one: “Autonomy Marketing Cloud, a comprehensive set of marketing optimization offerings designed to help organizations increase market share, optimize marketing spend, and increase revenue across all channels."
I suspect Gartner's famous prediction that the CIO's technology budget is shifting to the CMO is responsible for the rapid rise of the Marketing Cloud. The Enterprise Software category was built on the CIOs budget.
The Marketing Cloud is simply the new strategy for enterprise software companies to lock up the CMO's budget, like they have done with CIO budget for decades. Certainly, the idea of an end-to-end marketing cloud sounds appealing, doesn't it?
The issue with marketing clouds - or any integrated suite of technologies - is that they stifle innovation. No single vendor can keep pace with the rapid moving, dynamic, digital marketing technology landscape.
And worse, marketing clouds vendors force customers to remain within their walled gardens, removing the ability for companies to remain agile when it comes to technology adoption.