Unlike Oracle, which has acquired businesses to build out a digital marketing portfolio, SAP will use the Adobe Marketing Cloud as a way to target chief marketing officers.
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Vishal Sikka, a member of the executive board of SAP, said: “Together, the Adobe Marketing Cloud and the SAP Hana platform will enable companies to analyse massive data sets across various marketing channels and help engage customers in real time, unearthing opportunities like never before.”
Gerry Brown, senior analyst for customer engagement and marketing technology at Ovum, said he expected SAP to push the benefits of the Hana in-memory database, its customer relationship management (CRM), enterprise resource planning (ERP) and other operational systems to provide a single real-time view of the customer in the Adobe Marketing Cloud.
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"Although a strong player in the CRM area, SAP has always struggled to deliver a cogent digital marketing solution. SAP will leverage the SAP Hana in-memory database platform and the SAP hybris Commerce Suite with the Adobe Marketing Cloud to provide clients with a complete solution for omni-channel customer experience," said Brown.
"This alliance fills this gap in SAP’s solutions portfolio and significantly augments the completeness of SAP’s overall digital offer."
Computer Weekly comment:
Organisations need to ensure they have the tools in place that can deliver marketing communications over a range of channels to meet today’s connected, interactive consumer. But they should also be able to track and record the context of each interaction to improve personalisation.
Spending on traditional enterprise software such as CRM and ERP is going down, while businesses focus on systems of engagement to interact with customers who connect across multiple channels. Through the partnership, SAP is hoping to address new opportunities selling IT to the marketing department.
CRM and ERP databases need to be connected to these new systems of engagement to enable the business to personalise the customer experience.