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The pace of innovation and ingenuity in marketing technology is awesome. The past year has seen the rise of many new and exciting technologies, but perhaps most notably, 2014 was the year of the “marketing in the cloud.”
Adobe, Salesforce, SAP, IBM and Oracle and Sugar all have their own take on one-stop enterprise software, promising a complete set of integrated solutions to help marketers maximize and measure impact from a single platform. Gone are the days where marketers must stitch together multiple vendors to address a variety of needs. Whether its analytics or automation, the user experience or social media, the cloud can do it all — or can it?
Point solutions, or solutions that address one specific need within an organization, continue to emerge. By marketing technology blogger Gbubemi T Nanna, there were more than a thousand options available at the beginning of 2014. This is indicative of the fact that the big players aren’t yet living up to the one-size-fits-all promise.
Are marketing-cloud technologies worthy of your hard-earned budget? Are they actually able to solve for all of your needs? In which areas are you better off investing in specialized technology?
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