February 23rd, 2015
Ask someone to define a digital marketing hub and you’re likely to get a broad range of answers.
Gartner defines it as "software that spans multiple digital marketing domains (mobile, social and multichannel) to provide integrated access to applications and workflows, adding capabilities such as collaboration, data integration and common analytics."
Against those parameters, you’re likely to think of legacy vendors most commonly associated with marketing clouds – Adobe, Salesforce.com and Oracle. In fact, in Gartner Research’s first-ever Magic Quadrant for Digital Marketing Hubs (registration required), those three vendors are rated as Leaders for their “completeness of vision” and “ability to execute.”
But this is an evolving technology, and Gartner expects the eventual convergence of ad tech, marketing tech and customer relationship management. So if you look past the three leaders as well as the two challengers — IBM and Marketo — things start to get a little more interesting.
The visionaries quadrant includes a mishmash of expertise. There’s Sitecore, best known for its content management system (CMS). And then there’s four programmatic ad tech firms: IgnitionOne, Neustar, Rocket Fuel and Turn.
Which one of these five visionaries offers the best digital marketing hub? We decided to go to the sources.