Adobe receives highest scores across all use cases in the 2021 Gartner Critical Capabilities for Multichannel Marketing Hubs


By Sunil Menon

Posted on 05-17-2021

Gartner published Critical Capabilities for Multichannel Marketing Hubs report, the May 2021 companion report to the Gartner Magic Quadrant for Multichannel Marketing Hubs. It offers a deeper look at providers’ offerings to help organizations make technology buying decisions. The report covers four key use cases: campaign creation, campaign orchestration, campaign execution, and campaign measurement. We’re excited and humbled to have once again received the highest scores across all four. We believe this validates our strategy of putting our customers at the center of our innovation agenda.

The world has changed dramatically since 2020. Digital trends that were already on the rise before the pandemic — such as online shopping, curbside pickup, and contactless payments — have accelerated dramatically over the last year. Consumer expectations about how they interact with brands are higher than ever. It is no longer enough to simply compete in this environment by offering a great product — companies must pair that with a great experience as well.

For years digital marketers were talking about the promise of orchestrating personalized customer journeys, but now delivering on that promise is a strategic imperative. It’s our jobs as marketers to make those journeys as frictionless and enjoyable as possible. At the core of this is the ability to plan, orchestrate, launch and measure the results of marketing campaigns, and this is where the Gartner Critical Capabilities report seeks to help marketers.

Think of critical capabilities as enablers of a function or technology. For example, what would a smartphone be without an app store, Bluetooth, WiFi, cellular data, or a camera? For multichannel marketing, critical capabilities are segmentation, workflows, customer profiles, content management, and reporting dashboards. These are the types of capabilities that Gartner identifies to support the four primary use cases of campaign creation, campaign orchestration, campaign execution, and campaign measurement.

Adobe Experience Cloud enhances how marketers operate

Marketers across the globe rely on Adobe Campaign to drive compelling and engaging experiences across channels like email, SMS, push and in-app messages, as well as offline channels such as direct mail or the point of sale in a store. Product roadmap is another piece of the puzzle that Gartner encourages marketers to evaluate when making decisions.

With the latest release, Adobe Campaign brings dramatic enhancements to the speed and scale at which marketers are able operate. Marketers can now manage hundreds of millions of customer profiles and deliver messages at throughput rates faster than ever before. Additionally, we’ve enhanced the managed services for Adobe Campaign, providing marketers with a more agile, secure, and scalable campaign management solution with a lower total cost of ownership.

Campaign creation, orchestration, execution, and measurement have all been areas that Adobe Campaign has excelled at for many years, and with the recent launch of Adobe Journey Optimizer Adobe Campaign customers can now unlock real-time orchestration and location-based engagement capabilities along with several other key innovations. Adobe Journey Optimizer is built natively on Adobe Experience Platform, designed to harmonize and orchestrate both marketing outreach campaigns as well as real time one-to-one customer engagement in one unified application. Customer journeys designed in Adobe Journey Optimizer can be dynamic and event-based to help brands react to real-time signals as well as connect those interactions with broad, audience-based engagement so the right experience is delivered, at the right time to drive the best outcomes for the consumer.

Read the Gartner Critical Capabilities for Multichannel Marketing Hubs report to find out how Adobe helps marketers create meaningful, personalized and relevant experiences across channels.

*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: Trends & Research, Experience Cloud, News, Digital Transformation

Products: Experience Cloud, Experience Platform, Campaign,