Adobe Positioned as a Leader in Gartner Magic Quadrant for Multichannel Campaign Management
Adobe Placed Furthest for Completeness of Vision; Improved in Ability to Execute
Public Company Information:
SAN JOSE, Calif.--(BUSINESS WIRE)--Adobe (Nasdaq:ADBE) today announced it has been positioned by Gartner, Inc. as a Leader in the 2016 “Magic Quadrant for Multichannel Campaign Management” research report. Adobe was one of 19 vendors evaluated in the report. For the third consecutive year, Adobe was positioned furthest in the Leaders quadrant for completeness of vision. Adobe has also improved in the Leaders quadrant for ability to execute.
“Customer experience has become the primary differentiator for brands in this age of Experience Business, and brands must create highly personalized, engaging experiences at every digital touch point across the customer journey,” said Stephan Dietrich, vice president, Adobe Campaign. “We believe our position as a Leader in Gartner’s Multichannel Campaign Management report underpins the breadth and value of our email and campaign management capabilities that help brands deliver on customer expectations.”
Adobe Campaign provides campaign, offer and personalization management capabilities for sophisticated automation and execution of marketing programs across marketing channels. Brands can drastically improve customer engagement across email, web, social, display and mobile channels, as well as offline channels such as direct mail and point of sale. More than 98 percent of Adobe’s global customers power their email with Adobe Campaign, and over 100 billion emails were sent via Adobe Campaign in 2015. Adobe Campaign customers include British Petroleum, Christian Dior, HD Supply, L'Occitane, Los Angeles Kings Hockey Club, Motorola, Museum of Fine Arts Boston, Renault, Scandinavian Airlines, Sephora USA, Inc., Time Warner Cable, True Value, UBS and more.
According to Gartner, “Leaders consistently do considerably better in overall campaign management performance for basic and advanced campaigns, and for integration with digital marketing. They have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business.”
The evaluation criteria for completeness of vision includes market understanding and strategy, sales strategy, offering (product) strategy, business model, vertical, industry and geographic strategy. Criteria for a vendor’s ability to execute includes evaluating the product/service, overall viability, sales execution and pricing, market responsiveness and track record, marketing execution, customer experience and operations.
“As a not-for-profit financial institution, creating an exceptional member experience is our first priority. It’s essential that every interaction we have is personalized and informed to maximize loyalty,” said John Sahagian, vice president, BCU Marketing. “Adobe Campaign empowers us to deliver contextual, highly-personalized messaging and offers to make every member interaction relevant and valuable. With Adobe Campaign we’ve seen our marketing productivity and ROI increase exponentially.”
“Delivering the most personalized and impactful data-driven experiences to our clients’ customers is our utmost priority,” said Gerry Bavaro, senior vice president, Enterprise Solutions and Digital Strategy, Merkle. “We feel Adobe’s recognition from Gartner as a Leader in the Magic Quadrant for Multichannel Campaign Management reinforces the value of our relationship with our clients, as we collaborate to deliver best-in-class campaign management solutions to help customers maximize their marketing investments.”
Source: Gartner, Inc. Magic Quadrant for Multichannel Campaign Management, Adam Sarner, Mike McGuire, Jennifer Polk, Julie Hopkins, April 14, 2016
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 all warranties of merchantability or fitness for a particular purpose.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively reach and engage customers and prospects with highly personalized marketing content across devices and digital touch points. Eight tightly integrated Solutions offer marketers a complete set of marketing technologies that focus on analytics, web and app experience management, testing and targeting, advertising, video, audience management, social engagement and campaign orchestration. The tie-in with Adobe Creative Cloud makes it easy to quickly activate creative assets across all marketing channels. Thousands of brands worldwide including two thirds of Fortune 50 companies rely on Adobe Marketing Cloud.
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