The four providers selected as the best in Gartner's Magic Quadrant for Multichannel Campaign Management last year made a return appearance and welcomed a new leader in the 2014 report.
Adobe joined the top dogs from last year — IBM, SAS, Teradata and Oracle — in the research firm's latest multichannel campaign management (MCCM) analysis.
Gartner defines MCCM as a process that enables companies to define, orchestrate and communicate offers. It includes both inbound and outbound offers to customer segments across multichannel environments, such as websites, mobile, social, direct mail, call centers and email.
"Digital marketing," researchers added in the Magic Quadrant report, "continues to integrate with campaign management, and it includes addressable branding/advertising, contextual marketing and transactional marketing. Digital marketing extends the marketing process through channels such as the Web, email, video, mobile and social applications, point-of-sale terminals, interactive TV, digital signage, and kiosks."