A year ago, Gartner Research Director for Marketing Leaders, Julie Hopkins told us Oracle’s $1.5 billion acquisition of Responsys makes it a “lead horse in the race.”
She discussed digital marketing industry market share between big marketing cloud players like Oracle, Adobe, Salesforce and IBM, which combined have acquired about $11 billion worth of marketing technology in the past two years.
Who’s winning the race now? We probably won’t have the answer until closer to the end of 2015 or beyond on that. But if 2014 was the year of acquisition, 2015 will be the year of putting those acquisitions into action.
Just as IBM told us last week about its Silverpop acquisition action items, Oracle Corporation promises innovation out of the Responsys deal that will make it the lead horse, but offered few details of what the innovation will look like.
Oracle and Responsys have been working on some major integrations in the little over a year that’s passed since the acquisition, and “we’ll see the results of those in 2015,” Steve Krause, group vice president of product management for the Oracle Marketing Cloud, told CMSWire. “We’re not ready to make an announcement on any particular one but there will be multiple coming.”
