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Adobe Positioned as a Leader in the Magic Quadrant for Multichannel Campaign Management
|By Business Wire
|May 28, 2014 12:01 AM EDT
Adobe (NASDAQ: ADBE) today announced it has been positioned by Gartner,
Inc. as a Leader in the 2014 “Magic Quadrant for Multichannel Campaign
Management1” research report. Adobe was positioned furthest
for completeness of vision in the report.
“Strong customer data management and the ability to execute and deliver
sophisticated, personalized programs across all channels – digital and
traditional – are critical to success,” said Suresh Vittal, vice
president of marketing strategy, Digital Marketing, Adobe. “Adobe
Campaign, a key element of the Adobe Marketing Cloud, helps marketers
build and extend relationships with their customer base. Our positioning
as the most visionary company further validates our commitment to
delivering the best-in-class campaign management solution for our
The evaluation criteria for completeness of vision includes market
understanding, marketing strategy, sales strategy, offering (product)
strategy, business model, vertical/industry strategy, innovation 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.
Campaign provides best-in-class campaign, offer, personalization,
and data management capabilities for sophisticated automation and
execution of marketing programs across all channels. Since the Neolane
acquisition in 2013, Adobe has furthered Adobe Campaign with deep
integration with the Adobe Marketing Cloud, a unique new
pricing model that allows marketers to scale and unify their
campaigns in a way that is not cost-prohibitive or tied to email CPM,
and a key
integration with Adobe Experience Manager.
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.”
Gartner further states, “Multichannel campaign management (MCCM)
processes enable companies to define, orchestrate and communicate
offers, both inbound and outbound, to customer segments across
multichannel environments, such as websites, mobile, social, direct
mail, call centers and email. Digital marketing continues to integrate
with campaign management, and it includes addressable
branding/advertising, contextual marketing and transactional marketing.
A copy of the Gartner, Inc. 2014 “Magic Quadrant for Multichannel
Campaign Management” research report is available at gartner.com.
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. 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
About Adobe Marketing Cloud
Now there’s a place that puts everything digital marketers need in one
spot. It’s called the Adobe Marketing Cloud. It includes a complete set
of analytics, social, advertising, targeting, Web and app experience
management and cross-channel campaign management solutions as well as
core services and mobile capabilities that bring together everything
marketers need to know about their campaigns. So marketers can get from
data to insights to action, faster and smarter than ever.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
1 Gartner “Multichannel Campaign Management Magic Quadrant”
by Adam Sarner, Jennifer Beck, Julie Hopkins, May 21, 2014.
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