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."
Here’s why Gartner ranks these organizations as leaders in this space:
Adobe: Marketing Cloud Strong
Adobe could be your provider if you are focusing in digital content marketing, digital advertising and Web analytics, according to Gartner. It targets the publishing, media, retail, financial services, travel and high-tech industries.
“The Adobe Marketing Cloud provides analytics for real-time segmentation, customer scoring and optimization, particularly for digital channels, such as display, email, search, mobile and video,” Gartner said.
Adobe’s 2013 acquisition of Neolane (now called Adobe Campaign) was a strong get for Adobe, according to Gartner.
Gartner urged Adobe to build more integration. Some users want improvements in UI and overall usability, Gartner said, and others support escalation for faster issue resolutions.
IBM: Multiple Industries Supported
IBM’s Cross-Channel Marketing Optimization is a strength for Big Blue, which supports a range of industries and generated $99.75 billion in revenue in 2013. It includes real-time marketing, marketing performance management and usability on-premises.
It also has its Marketing Center, a SaaS option, which provides digital campaigns, email marketing, site personalization, tracking and management.
“Amid accelerating competition, IBM has been slow in social and mobile thought leadership,” Gartner said. “Several references mentioned reactive customer support, with slow turnaround times. Most are resolved through an escalation process.”
Oracle: Sophisticated Marketers
Advanced campaign functions like real-time decisioning make Oracle’s offering strong, Gartner said.
Oracle means business in this market evidenced by acquisitions such as Responsys, Eloqua, BlueKai, Compendium, ATG and Collective Intellect.
Gartner cited Responsys capabilities with:
- Interact 6's open-data model
- Strategic consulting for campaigns
- Creative services
- Data modeling
- Process improvement
- Message Designer Framework
- Responsys Personalization Language
Users cited Responsys' technology and professional services as big pluses for Oracle.
“Most customers are still waiting for the full integration of recent acquisitions into the Oracle Marketing Cloud,” Gartner wrote. “Robust capabilities in search marketing remain nascent. Some customers cited a lack of industry focus, and a few complained of slow responses to RFPs and high costs.”
SAS: Analytics Strength
SAS launched SAS Customer Intelligence 6 in 2013, which Gartner said offers best-in-class marketing analytics to support core orchestration and interaction.
It predicts SAS will invest more digital marketing capabilities within Customer Intelligence. Users said the company's depth of knowledge and capability are strengths, as well as a commitment to help customers during service or support engagements.
“Although investments continue to ramp up, SAS's digital marketing functions are still emerging,” Gartner said. “Thus, SAS is not top of mind for those who require leadership in this category. Due to the breadth of the solution, implementations typically take a number of weeks to fully deploy.”
Teradata: B2C Player
Teradata’s customer interaction management with integrated dialogue real-time and digital messaging capabilities, all delivered in the Teradata Integrated Marketing Cloud, is a strength.
“Since 2013, Teradata has added a real-time interaction manager with enhanced UI and a ‘data anywhere’ open database, notably outside of the Teradata Warehouse, strategy for segmentation and marketing intelligence, visualization capabilities, and master data management integration.”
Users cited flexibility for complex segmentation and the throughput allowed by the Teradata architecture and infrastructure.
Teradeta still needs to improve its managed services and support for SaaS clients.
“Some references said that features from prior versions were not carried over and defects and feature requests need more attention,” Gartner said. “Teradata is working with customers to address these requests.”
Best of the Rest
Gartner also named SAP a challenger and rated Salesforce, Marketo and Sitecore as visionaries. For niche players, Gartner selected Experian, SDL, Infor, RedPoint Global, Selligent, Pitney Bowes and Zeta Interactive.
Gartner defines its categories as such:
- Leaders: 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.
- Challengers: Challengers see continued investments in campaign management solutions as complementary offerings to the business applications that are their core competencies. Challengers' understanding of the campaign management market is developing, and they have basic campaign management functions.
- Visionaries: Visionaries provide a strong vision for the campaign management market, or excel in advanced or emerging areas, such as inbound marketing and digital marketing.
- Niche Players: Niche players fulfill specific needs in the campaign management space. They may focus on a specific function, process (for example, lead management), geography or industry.