The digital marketing cloud war: who will win over the CMO?

Cloud computing has completely transformed the way organisations operate, redefining traditional business functions in the process. In no department has this been more evident than marketing.

For CMOs, cloud is being positioned as a much-needed central platform to control and align the raft of new marketing opportunities that have surfaced from other emerging technologies in recent years.

Innovations driven by analytics, digital, search and social media have given brands new ways to connect with consumers, revolutionising conventional marketing techniques in the process.

This explosion in marketing technology saw Gartner predict that CMOs would spend more on IT than CIOs by 2017; a forecast that gains more weight as technology spend increasingly falls into the hands of lines of business.

However, the new techniques have created organisational silos in marketing departments as, for example, search marketers, social marketers and mobile marketers fail to integrate – leaving the CMO with an unbalanced and sporadic view of overall marketing activity.

Cloud is the natural answer, forming an integrated digital marketing hub that allows organisations to work together and better align initiatives to business goals. The popularity of the trend has resulted in a digital marketing cloud war as software companies battle to win over the CMO.

Leading the pack is Adobe Marketing Cloud, which measures and optimises digital experiences to accelerate marketing performance.

Adobe’s offering includes Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer and Adobe Campaign, as well as real-time dashboards and a collaborative interface. Marketers are able to combine data, insights and digital content to deliver the optimal brand experience to their customers.

Through access at, users can share and collaborate as well as interact with the suite’s six key solutions and integrate with their enterprise partners

“Like marketing overall, our digital initiatives are constantly evolving to meet changing customer demands and new market opportunities,” says Greg Cannon, VP of digital marketing at Caesars Entertainment, which has adopted Adobe Marketing Cloud.

“Adobe Marketing Cloud gives us a flexible environment to deliver and test new digital strategies and continually refine our work to optimise experiences for our customers.”


This is a sponsored advertorial from Adobe marketing cloud.

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Ben Rossi

Ben was Vitesse Media's editorial director, leading content creation and editorial strategy across all Vitesse products, including its market-leading B2B and consumer magazines, websites, research and...

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