The marketing cloud industry is getting more crowded with new companies competing for the number one spot. Even industry behemoths find it difficult to stand out as the alpha. Progress in the last two years to distance themselves from competitors has been nominal, at best. So, understanding who’s who in this proverbial ‘Game of Thrones’ can be a bit daunting.
When selecting a platform, it is important to consider the laws around social media promotions of marketing influencers point to ease of implementation as an important evaluation criteria for selecting a marketing automation system.
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This article is an attempt to identify the key players involved, in no particular order – keep in mind it has a lot of beefy info; so let’s go!
Emarsys is a black box platform that offers predefined features in both marketing automation and analytics. Their pricing is based on the number of contacts. It only needs to be set up once during the initial integration, then offers an easy-to-use interface for customers to navigate analyses and to create simple marketing campaigns. It has several widgets for managing emails with clear, robust reporting. The recommendation engine, scarab, is also a plus. Emarsys comes at a cost, all functionalities can only be customised once. For this reason, it can take three months to integrate. Changes are possible, but require hefty fees, making exploration of new and advanced use-cases difficult. Other than recommendations, Emarsys has no marketing channel – such as web-layers or browser push notifications – for website interaction with customers. Lastly, it offers only basic analyses and little room for obtaining detailed insight other than downloading data sets into Excel.
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