Today we released our annual briefing on the state of the Marketing Automation and Social Software Technology marketplace. Subscribers can download the full analysis here.
This 9-page briefing provides (1) an overview of marketplace trends (with emphasis on near-term practical implications for customers rather than pie-in-the-sky crystal gazing) and also (2) how the vendors lie on RSG's risk-reality spectrum a.k.a., the Reality Check. This represents a moment-in-time perspective. For detailed evaluations of the individual vendors, consult our MAST report.
One of the trends we dwell at length in this briefing is what to make of tall vendor claims (particularly large vendors) about their fully integrated end-to-end marketing platforms or clouds that can cater to all your marketing requirements. Well, circa 2015, such a fully-integrated marketing cloud is like the Himalayan Yeti or the Loch Ness Monster. Sightings are often rumored but a closer look reveals that these continue to remain elusive and mythical.
In addition to the broader market trends, you'll also find where the vendors we evaluate in our Digital Marketing Report and their products fall on a change spectrum. Here is the snapshot.
Note that there is no single magic square here. What matters most is that you identify the best-fit solution for your needs.
In addition to the visual trajectory, you'll find "key things to keep in mind" commentary about each of the above vendors. Get the full briefing here.