Adobe Once Again Positioned as a Leader in the 2021 Gartner Magic Quadrant for Multichannel Marketing Hubs
By Sunil Menon
Posted on 05-20-2021
Gartner published a refresh of their Magic Quadrant for Multichannel Marketing Hubs this month and Adobe was positioned as a Leader for the fourth year in a row. The report defines a multichannel marketing hub broadly as a technology that manages communications across multiple channels, such as email, mobile, social, websites, and more.
Successful multichannel marketing hub technology has a lot of moving parts, and it can feel like mission: impossible. It requires a solid data foundation to understand the customer and drive personalization, as well as to integrate email, mobile, and online/offline channels in a cohesive way. And finally, the delivery of these personalized campaigns needs to be automated.
On top of that, a marketer’s mission is constantly evolving — you’re being asked to do things that weren’t even possible four or five years ago. Not only do you have to plan, launch, and measure the results of your campaign, but you also must ensure that you deliver the right message at the right time on the right channel in a way that’s both consistent with the brand and personalized to the individual. Choosing the technology that will best help you accomplish your goal is no easy task.
With twenty vendors evaluated in the Gartner Magic Quadrant for Multichannel Marketing Hubs, we’re thrilled to once again be positioned as a Leader in this space. We believe this validates both the fact that our customers derive great value from using Adobe Campaign and other Adobe Experience Cloud applications, along with our roadmap agenda as we continue to innovate and bring new products to market that serve our customers’ needs.
Adobe Campaign is a comprehensive solution for the management, launch, and measurement of personalized cross-channel marketing campaigns. With best-in-class technology, an agile and scalable cloud-based solution, and integrations with Adobe Experience Cloud applications, Adobe Campaign is well-poised to help marketers say “mission: accomplished”. Thousands of 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.
Since Gartner’s evaluation, the innovation hasn’t stopped. Later this month, we will release the next major version of Adobe Campaign (Adobe Campaign version 8 or v8), which will bring dramatic enhancements to the speed and scale at which marketers are able operate. Marketers will be able to manage hundreds of millions of customer profiles and deliver messages at throughput rates faster than ever before. Additionally, enhanced managed services for Adobe Campaign, will give marketers a more agile, secure, and scalable campaign management solution that lowers total cost of ownership for customers.
In addition to the multichannel marketing capabilities for which Adobe Campaign has been named a Leader time and time again, Adobe Campaign customers can also supplement their scheduled marketing campaigns with 1:1 real-time orchestration and location-based engagement capabilities with the upcoming release of Adobe Journey Optimizer. 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. This way, the right experience is delivered at the right time to drive the best outcomes for the consumer.
I invite you to check out the 2021 Gartner Magic Quadrant for Multichannel Marketing Hubs to see for yourself how Adobe helps marketers create meaningful, personalized, and relevant experiences across multiple 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, Campaign