Multichannel Campaign Management: Why Adobe Is Leading the Way

We live in a world where the mul­ti­pli­ca­tion of devices and chan­nels pro­vides us with more oppor­tu­ni­ties to reach and engage with our cus­tomers than ever before. At the same time, cus­tomers want ever-more per­son­alised and rel­e­vant expe­ri­ences, deliv­ered to them in real time, wher­ev­er and when­ev­er they want. That’s why mul­ti­chan­nel mar­ket­ing is more impor­tant than ever, as there is no doubt that an inte­grat­ed approach is need­ed to meet and exceed cus­tomer expec­ta­tions, as demon­strat­ed in The Mul­ti­chan­nel Real­i­ty report, from Adobe and Econsultancy.

The Gart­ner Mag­ic Quad­rant for Mul­ti­chan­nel Cam­paign Man­age­ment report is out, and, for the third year in a row, it names Adobe as one of the mar­ket lead­ers. Every year, this report sur­veys all ven­dors that seek to orches­trate com­pa­ny com­mu­ni­ca­tions and mar­ket­ing offers to cus­tomer seg­ments across chan­nels in order to iden­ti­fy lead­ers, chal­lengers, vision­ar­ies, and niche play­ers. In a mul­ti­chan­nel cam­paign man­age­ment mar­ket worth more than $6 bil­lion in 2015 and with an expect­ed annu­al growth rate of 24% through 2018, this is an impor­tant recog­ni­tion, mean­ing that Adobe has been con­sis­tent­ly doing con­sid­er­ably bet­ter than its com­peti­tors in over­all cam­paign man­age­ment performance.

Adobe Cam­paign, a lead­ing cam­paign man­age­ment solution

In order to suc­ceed in such a com­pet­i­tive and fast-mov­ing mar­ket, mul­ti­chan­nel mar­keters are fac­ing three top chal­lenges: reach­ing audi­ences at the right moment, match­ing a mul­ti­chan­nel strat­e­gy to audi­ence behav­iour, and deter­min­ing the best com­bi­na­tion of chan­nels through which to connect.

Thanks to Adobe Cam­paign, Adobe has been able to effi­cient­ly tack­le these three top pri­or­i­ties, help­ing more than 650 top mar­ket­ing com­pa­nies to suc­cess­ful­ly design and exe­cute cross-chan­nel cus­tomer jour­neys. Around the world, Adobe Cam­paign is used in 90 dif­fer­ent coun­tries to man­age more than 2 bil­lion cus­tomer profiles.

Learn more about email and cross-chan­nel mar­ket­ing at the Adobe Summit

Adobe Sum­mit, the first dig­i­tal mar­ket­ing event in Europe, gath­ers 5,000 dig­i­tal mar­ket­ing pro­fes­sion­als from all over Europe in Lon­don on 11th and 12th of May, in order to explore new trends, dis­cuss issues, learn to make the best of Adobe prod­ucts, and meet indus­try experts. The Email and Cross-Chan­nel mar­ket­ing track fea­tures 11 ses­sions in total, with sev­er­al big brands (L’Oréal, Quik­sil­ver, Allianz, Heathrow Air­port, and so on) shar­ing their expe­ri­ences through many prac­ti­cal cases.