Adobe Named a Leader in Forrester’s latest Real-Time Interaction Management Evaluation
by Suresh Vittal
posted on 06-08-2017
Marketing is no longer about brand awareness, it’s about brand purpose. We have gone from telling consumers what we think they need, to them telling us exactly what they want, and when, where, and how they want it. And what they want, are amazing experiences that close the gap between people and the things they want to do and the people they want to be with. Makes them feel something. Perhaps feel a little special.
Leading analyst firm Forrester recently released their report, The Forrester Wave™: Real-Time Interaction Management, Q2 2017, in which, Adobe is positioned as a leader, Forrester says:
Orchestrating the appropriate experience during customer-initiated interactions creates value exchanges often lacking in marketing-driven campaigns. But the two are deeply entwined. B2C marketers must align next-best-action capabilities for inbound channels with highly personalized outbound communications to deliver deeper levels of engagement throughout the customer life cycle. RTIM enables this alignment by integrating systems of insight (customer data and analytics) with systems of engagement (automated content and interactions) to deliver contextually relevant marketing.
Well, that’s a mouthful, and it turns out, that is pretty much Adobe’s raison raison d’être. We exist to orchestrate amazing customer experiences. No surprise to us we are recognized as a leader.
An amazing experience can take many forms, but there are a few common elements. It’s personal. It’s consistent. It’s elegant. And it’s everywhere you are. Companies who can do this will forge stronger connections with their customers, resulting in brand loyalty and growth. A great customer experience is the differentiator that separates market leaders from the pack.
Forrester offers this advice to companies looking to become market leaders:
RTIM encompasses five functional areas — 1) cross-channel identity resolution; 2) contextual understanding; 3) decision arbitration; 4) offer orchestration; and 5) measurement and optimization — critical technologies at the core of any effective EMT (enterprise marketing technology) ecosystem.
You might call that list of capabilities serendipitous. But it’s no accident that Adobe Experience Cloud matches each one of those 5 criteria. We believe the modern Experience Business needs a modern platform — a new central nervous system for the enterprise. One that sets the standard for how creative content, customer data, and channel orchestration come together to deliver exceptional experiences. Adobe is stepping up, because we know your transformation requires more than marketing.
In naming Adobe a leader in the RTIM market, Forrester particularly called out Adobe’s integration efforts:
Adobe bridges the martech/adtech gap with channel-focused RTIM. Adobe differs from RTIM vendors with centralized real-time decision engines, as it integrates functionality from its marketing, analytics, and advertising cloud portfolios to enable RTIM on a channel-by-channel basis. Adobe’s RTIM implementations require multiple separately licensed products, depending on channel requirements, and we spoke with customer references who started with web analytics and content management before adding campaign management and advertising modules. One reference credited Adobe for doing “a really nice job of integrating its acquisitions to create a complete solution.”
This report also follows a string of recognition from analyst firms for Adobe’s capabilities to help brands become experience businesses. Adobe was recently named a leader in Gartner’s 2017 Magic Quadrant for Multichannel Campaign Management and The Forrester Wave™: Web Content Management Systems, Q1 2017.
That makes a lot of sense to us, because at Adobe we’re about helping you create and deliver amazing experiences, this time and every time. That means the right content to the right person, in the right moment. In real time. We used to call this “marketing in the last millisecond” where you have to listen, predict, assemble, and deliver the amazing experience, and do it right now. No matter when, no matter where.
Come to think of it, that’s still what we do. Marketing is hard. Adobe can help.
To learn more, download the full report The Forrester Wave™: Real-Time Interaction Management, Q2 2017.