Gartner Magic Quadrant Report Recognizes Adobe for Third Straight Year
by Kerry Reilly
posted on 04-15-2016
It can be a challenging road at times, but Adobe’s customers around the globe have discovered that the Adobe Marketing Cloud helps them create engaging, personalized, contextually relevant experiences at every digital touchpoint and in every channel.
Which is why we are delighted – and humbled – that for the third consecutive year since joining the Adobe Marketing Cloud, Adobe has been recognized as a leader by Gartner in the annual “Magic Quadrant for Multichannel Campaign Management” report. Adobe Campaign, a major part of the Marketing Cloud that allows marketers to deliver personalized, contextual, real-time, and compelling cross-channel messages and to monitor and track their performance, has been cited as a leader in multichannel campaign management.
Gartner defines the multichannel campaign management (MCCM) market as consisting of vendors that “seek to orchestrate company communications and marketing offers to customer segments across channels, such as websites, mobile, social, direct mail, call centers and email.” And once again, Adobe leads the pack in a marketplace that is struggling to provide tools for businesses to succeed in the new, customer-focused, personalized experience-driven world we now find ourselves in.
The global explosion of mobile devices has customers taking the lead in driving business objectives. Today’s customers want highly personalized, contextually relevant, real-time experiences or they are happy to go to your competitor, who is only a single click away. You can see why it is so significant that Gartner recognized Adobe Campaign as excelling in all aspects of multi-channel campaign management, when compared among 19 vendors.
An integrated platform that eliminates the impacts of a fragmented digital foundation, the Adobe Marketing Cloud allows your marketing campaign to be agile, flexible, and consistent, creating a compelling customer experience throughout the end-to-end customer lifecycle. Our campaign development tools include activating customers with Audience Manager, personalized 1:1 targeting & cross-channel delivery with Campaign, digital asset management with Adobe Experience Manager, creating contextually relevant email marketing with Target, and identifying the real-time triggers with Adobe Analytics. The Marketing Cloud has been recognized as the one-stop shop for the pain-point relief that today’s marketers need so desperately.
Over the last year we have strengthened our integrations across the Adobe Marketing Cloud even more, connecting the dots between data content and delivery in a focused, out-of-the-box automated way. Our customers have seen their time to market and their risks and costs decrease with our integrated, end-to-end platform.
The ability to deploy Adobe Campaign and other Marketing Cloud elements fully in the cloud or on the premises, or a hybrid of the two, gives Adobe’s customers’ unprecedented flexibility and accountability.
To be successful, you also need to access to the right data to provide the rich, personalized digital experiences customers are demanding.
Too often, marketers are forced to use third-party anonymous data like browsing history to craft their campaigns. That is just a part of the picture Adobe Campaign users access first-party data showing exactly what customers are buying, which has consistently been shown to be much more predictive and effective in driving business. Integrating the right data with your cross-channel marketing campaigns, whether it’s through email, SMS, Call Center or POS, can make the difference between success or disappointment.
You can learn all about using Adobe Campaign in cross-channel marketing in our Summit 2016 sessions. And it’s only getting better with lots of enhanced capabilities planned. Stay tuned. The best is yet to come.
Want to learn more about how Gartner evaluates Adobe? Take a look at the full report here.
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This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Adobe.