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A marketing cloud is no longer the hot new technology—it’s now a fundamental part of how leading companies execute their digital marketing strategies. But like consumers, marketers have growing expectations, and they increasingly demand more flexibility from their cloud providers. Scott Webb, president of cloud technology provider Avionos, spoke with eMarketer’s Maria Minsker about how marketing clouds are evolving, and what’s next for the technology.
eMarketer: Now that technology giants like Adobe, Salesforce, Oracle and others have built out their marketing clouds, is the buzz dying down?
Scott Webb: The language has started to evolve. In the early days of the cloud, it was easy to encapsulate challenging technology questions into this idea of something that’s floating far out somewhere. But now that kind of language is unnecessary, because a digital business is no longer a nebulous concept. From an enterprise technology standpoint, nearly every tool has a hosted element. The buzz has died down because the cloud became so established.
Change in Marketing Technology Investment According to UK and US Marketing Executives, April 2018 (% of respondents)
Areas in Which Marketing Technology Is Delivering Best Results According to UK and US Marketing Executives, April 2018 (% of respondents)
Average Investment in Marketing Technology According to US and UK Marketing Executives, April 2018 (thousands)
Satisfaction with ROI on Marketing Technology Investments According to UK and US Marketing Executives, April 2018 (% of respondents)
Barriers to Improving ROI on Marketing Technology Investments According to UK and US Marketing Executives, April 2018 (% of respondents)
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