Marketing clouds are beginning to look like rough weather for ad agencies and like silver linings for a host of others.
Salesforce is pouring cash into tech, including AI, in pursuit of category leader Adobe, and says its own four-year-old Marketing Cloud is on track to top $1 billion in revenue for the first time this year. An alliance of sorts is emerging between martech companies offering services in “the cloud” and the consultancies already gunning for agencies’ clients. And tech is emboldening big marketers to see how far they can go without others’ help.
Some agencies are responding by signing on to use the same cloud-based tech tools or, in some cases, by offering related consulting services themselves. Whichever faction best gives marketers what they want will hold the keys to the next stage in marketing.
Source:: AdAge – Digital