Adobe Receives Top Scores in Gartner’s Latest Critical Capabilities for Multichannel Campaign Management Report

by Bruce Swann

posted on 08-22-2017

Earlier this month, Adobe was recognized again by Gartner in its Critical Capabilities for Multichannel Campaign Management (MCCM) report. In the evaluation, Adobe Campaign received the top score in all four use cases—including campaign creation, orchestration, execution, and measurement—as well as high scores with capabilities such as campaign measurement, campaign creation, multi-dimensional segmentation, and campaign workflow. We believe this reflects the robust functionality of Adobe Campaign, which customers often cite as one of its key strengths.

In today’s competitive landscape, brands must commit to delivering meaningful and relevant cross-channel experiences throughout the customer journey to differentiate. This is driven by heightened customer expectations, including hyper-personalized engagements, regardless of the channel. Organizations that do this well often achieve increased engagement, which translates to increased purchases higher customer lifetime value and brand advocacy. At the core of a successful multichannel strategy is the ability to plan, orchestrate, launch and measure the results of campaigns.

And this is exactly why over 850 organizations and thousands of marketers across the globe rely on Adobe Campaign to drive compelling and engaging experiences across channels like email; mobile channels like SMS, push and in-app messages; as well as offline channels, like direct mail or the point of sale in a store, or kiosk in a hotel.

Gartner describes its findings in in the Critical Capabilities for MCCM report as a “companion” to the Gartner Multichannel Campaign Magic Quadrant report. The Critical Capabilities report offers a market and product/service view that provides powerful insight when making technology decisions. It provides deeper insight into the providers’ product or service offerings by identifying which ones fit best to the four primary use cases and critical capabilities identified.

What does critical capabilities mean for you, not just in marketing technology, but any technology?

For me, critical capabilities are essential enablers of a function or technology. For those of you have a smartphone, it’s a great example—what would it be without wireless, Bluetooth, data, cellular and a camera? As that pertains to multi-channel marketing, critical capabilities support campaign planning, cross-channel orchestration and automation, measurement of multichannel campaign effectiveness, and more. Capabilities like segmentation, workflows, analytics, real-time interaction management, content management, ad management and native email/ mobile marketing, are what support these use cases.

This means Gartner’s Critical Capabilities for MCCM report provides deeper insight into vendor’s products and/or services offerings by identifying which ones fit best to the four primary use cases and critical capabilities identified.

Earlier this year, Adobe was also recognized as a Leader in Gartner’s Magic Quadrant for Multichannel Campaign Management report. Adobe Campaign—the solution within Adobe Marketing Cloud, part of Adobe Experience Cloud, that allows marketers to plan, launch, and measure personalized, contextual, real-time, and engaging cross-channel messages—was a key part of the evaluation.

Gartner recommends that organizations evaluate the MCCM market using Gartner’s Critical Capabilities for MCCM research and that they base their assessment not only on each vendor’s current offerings, but also on their product roadmaps and planned support for emerging channels and tactics.

I invite you to take a look at the latest Gartner Critical Capabilities for Multichannel Campaign Management Report and see for yourself how Adobe Campaign helps brands provide meaningful, personalized and relevant experiences across channels.

Gartner Critical Capabilities for Multichannel Campaign Management, Adam Sarner, Mike McGuire, 27 July 2017.

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, News

Products: Campaign