DIGITAL NEWS: IBM and Adobe to become the enterprise digital marketing platform provider of choice

IBM and Adobe have the short-term advantage in the digital marketing platforms market because of the strength of their branding propositions, according to a new Ovum report.

Ovum's report states that Adobe has the strongest proposition from a CMO perspective, whereas IBM has the strongest proposition from a CIO/IT perspective, placing them ahead of the likes of Oracle, SAS, Salesforce, and Teradata.

The research suggests vendor selection should revolve around compatibility with existing IT architectures and databases, ability to articulate a cogent solution to a defined marketing operations challenge, and the comfortableness of forming a long-term potentially highly intimate relationship with the vendor.

As a result, the report recommendeds vendors move away from a product-centric approach and  provide business solutions, appropriate services, and attractive branding to be successful in digital marketing.

Ovum believe an important enabler is a complementary partner ecosystem that includes advertising agencies, marketing services providers, management consultants, and systems integrators. Adobe is the only mega-vendor that can currently boast maturity here. Equally, it is also important to embrace a triumvirate vendor-CIO-CMO working model, and only IBM has really grasped this, according to the findings.

Gerry Brown, senior digital marketing analyst at Ovum, said: “Enterprise customers need to form strategic business relationships with their digital marketing vendor partners, so shared values and mutual trust are imperatives. Marketing in the future will need to act and react in realtime.

“Vendors will have their work cut out to become more fleet of foot and agile in operations, rather than just product acquisition. It’s essential that vendors mirror the way that marketing is now operating within their enterprise clients.”