WEM WCMS Microsoft

The logic behind Microsoft buying Sitecore?

As the marketing technology arena hots up with the big players like Oracle, SAP, IBM, Salesforce and Google all snapping up “new marketing tech” companies, you ask yourself, why hasn’t Microsoft made a move for Sitecore to strengthen it’s “marketing cloud” portfolio.

After all with Microsoft CRM and Marketing Pilot in it’s portfolio and an increasing move towards “Social, Mobile, Analytics and Cloud” (SMAC) technology stacks through it’s Azure program, it’s missing one critical component in the marketing platform framework, an omni-channel content marketing platform.

Sharepoint may be a CMS, but in reality it’s really an Enterprise Content Management (ECM) platform, more for corporate collaboration/sharing, than for building consumer experiences. However with Sitecore technology being firmly in the .NET/Microsoft camp, it makes you wonder if Microsoft will be sniffing out a modern “content web” partner sooner or later.

Marketing Technology is booming, look at the vendor growth 100+ vendors in 2011, now stretches to 1000+ in 2014, with no signs of slowing with new vendors diving into Analytics and Social experience platforms in particular – it’s easier to “choose who to buy” than start one for yourself.

So with Sitecore being firmly embedded within the top WEM partners by the likes of Forrester and Gartner, how long will it be before Microsoft makes a move and instills Sitecore within an Azure “on demand stack?”

Microsoft needs an agnostic play in the marketing space, it doesn’t have an “experience platform”, but is building an interesting stack of on demand platforms via yammer, Skype, lync, and Office365 to name a few and Microsoft cannot go for the open-source players like Drupal or WordPress, it just doesn’t sit right.

So investing in a mature WEM platform that drives omni-channel communications agnostic of devices, may be a play to increase adoption of the WindowsPhone/mobile platforms or will it?

What is for certain, I don’t think it will be too long before Microsoft has to go sniffing for some other technology to plug the gaps, or it will be letting the likes of Oracle, IBM and Google steal the lead.

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