Adobe Named Leader in Gartner’s 2020 Magic Quadrant for Multichannel Marketing Hubs
by Sunil Menon
posted on 05-15-2020
For the third year in a row, Adobe has been named a Leader in the recently published Gartner Magic Quadrant for Multichannel Marketing Hubs. This year, we’re excited to announce that for the first time ever, Adobe was positioned highest overall for ability to execute and furthest to the right overall for completeness of vision.
Adobe’s mission to change the world through digital experiences has never been more important. Customer expectations are higher than ever when it comes to the experiences they have with brands. Customers expect offers and content to be engaging, personal and consistent no matter the channel—online or offline. They’re always connected and typically engaging with brands on multiple channels and platforms simultaneously. Brands need to meet their customers wherever they are in their journey with personalized, compelling and useful content through the consumer’s preferred channel(s) .
To help brands better meet their customers’ expectations for multichannel experiences, we’ve made investments across the Experience Cloud. With Adobe Campaign, for example, we’ve made customer success and product adoption our top priority. As announced during this year’s all-digital Adobe Summit, we’ve also made investments to extend scale to meet customers’ data management and throughput requirements, added AI/ML intelligent services, and have launched new capabilities to empower practitioners to execute end-to-end campaign orchestration. In addition, we’re bringing even more innovation to Adobe Campaign customers with Adobe Experience Platform and application services, like Journey Orchestration.
Customer profile management
Customer journeys consist of countless interactions and experiences. Interactions must be on the customer’s terms and brands must provide them with personal and compelling content that meets their expectations. Brands also need to engage with customers in the moment, considering prior interactions while also including the context of the current engagement. Adobe Experience Platform and Real-Time-CDP provide marketers centralized management of real-time, unified customer profiles with very granular control, helping them activate profiles and audiences across multiple channels and destinations. This unified, real-time profile ultimately helps marketers and campaign managers create even more customer centric and impactful multichannel marketing campaigns.
Some of our largest and most successful customers are operating with incredibly lean marketing resources—teams of three or less in some cases. They’re tasked with executing hundreds and even thousands of personalized, multichannel campaigns a year. We recognize that while many want to invest in new use cases, they are unable to do so as their bandwidth is spent on campaign management basics. In response, we’ve made investments to ensure we alleviate bottlenecks throughout the campaign management process.
For example, to accelerate content creation, we’ve added support of Google AMP for Email into Adobe Campaign Classic—so that brands can engage with customers through rich, interactive, dynamic emails, delivering embedded app-like experiences including surveys, forms, and more, in their email marketing. We’ve also focused on data management and administrative tools to ensure campaign marketers can have more autonomy over their campaigns end-to-end. For many brands to mature their marketing strategy, they must be able to refocus resources from business-as-usual strategies to ones that demonstrate innovation in customer experience.
To enable hyper-personalized multichannel marketing campaigns at scale, we’re investing in AI/ML features powered by Adobe Sensei throughout the campaign management workflow. For example, two Intelligent Services for Adobe Campaign include Predictive Send-Time Optimization and Predictive Churn Management. Predictive Send-Time Optimization takes the upfront segmentation and guess work out of time zone management and instead ensures emails are sent when the individual is most likely to open. Predictive Churn Management considers when a customer may be at risk for unsubscribing or disengaging from your communications and reroutes their campaign track to reduce frequency or reengage them with your marketing programs. Early adopters of these services have seen success upwards of 19% better open and 24% better click rates with Predictive Send Time Optimization, and 53% fewer opt-outs with Predictive Churn Management.
Journey orchestration and customer-led experiences
From day one, Adobe Campaign has been a multichannel marketing hub. Our first customer’s first campaign was sent to both email and SMS. Our customers execute deeply personalized, highly targeted multichannel campaigns throughout all phases of the customer lifecycle. However, consumer expectations are continuously evolving, and personalized campaigns are no longer enough. Even if you have achieved the goal of, “the right message, at the right time, through the right channel,” chances are your message is competing with at least 100 other personalized messages as well.
Adobe’s Journey Orchestration service allows you to go beyond batch marketing to engage with customers “in-the-moment” on a one-to-one level based on their real-time interactions and behaviors across channels. Journey Orchestration allows brands to react to real-time, contextual signals like weather or business events like inventory. And while marketer-led or batch marketing campaigns are still important to the overall marketing strategy, ultimately, the customer is put in control of their own journey and the messages they receive.
We’re excited and humbled by Leader position in the 2020 Gartner Magic Quadrant for Multichannel Marketing Hubs. We believe this validates our strategy at putting our customers at the center of our innovation agenda. Marketers and brands across all industries are facing unprecedented challenges. We will continue to focus on customer success, product adoption initiatives and efforts to ease pain points for the practitioner so that you, in turn, can deliver exceptional, personal, and connected experiences for your customers.
Source: Gartner, “Magic Quadrant for Multichannel Marketing Hubs.”
Analysts: Noah Elkin, Benjamin Bloom, Michael McGuire, Colin Reid, Joseph Enever
*Disclaimer: Gartner does not endorse any vendor, product, or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Topics: Campaign Management, Email Marketing