Gartner’s 2021 Magic Quadrant for Multichannel Marketing Hubs Platforms
If you’re considering a multichannel marketing hub platform, it’s essential to know the key findings of the Gartner 2021 Magic Quadrant for Multichannel Marketing Hubs. This article will discuss the findings of the Report, which features Adobe and Iterable, and what you can expect from such a platform. This article will discuss how data management capabilities can benefit your marketing efforts.
Gartner’s 2021 Magic Quadrant for Multichannel Marketing Hubs
Optimove was recognized as a Challenger in Gartner’s 2021 Magic Quadrangle for Multichannel Marketing Hubs Platforms. The company was positioned in the Challenger quadrant for the second year in a row and was also recognized in the Critical Capability report. Multichannel marketing hubs are technologies that orchestrate offers and communications across multiple channels. Gartner evaluated 20 vendors based on 15 criteria, including execution, completeness of vision, and overall value proposition.
Salesforce is the global leader in CRM. It has been recognized in Gartner’s 2021 Magic Quadrant for Multichannel Marketing Hubs Platforms for its Marketing Cloud. The Salesforce Marketing Cloud is a leading digital marketing solution featuring features like Customer 360, robust data management, Einstein personalization, and real-time marketing campaigns. Despite this recognition, some customers still prefer competing solutions.
Acoustic is a simple platform that helps marketers develop a more profound knowledge of customer behavior. It also helps marketers create resonating campaigns, build a loyal following, and generate revenue. The Magic Quadrant report is a compilation of fact-based research outlining providers’ relative market positions. The reports identify providers’ unique capabilities and position them in four quadrants. As a result, Gartner’s 2021 Magic Quadrant for Multichannel Marketing Hubs Platforms aims to help marketers make the most of market analysis.
Salesforce was the only company in the Magic Quadrant to replace Adobe with Salesforce. The company’s acquisition of Evergage and the recent launch of its Customer 360 Audiences CDP gave it an edge over its competitors. It also recently launched Digital 360, which bundles Salesforce Marketing Cloud with Commerce Cloud and Experience Cloud. The company’s strategy also includes an enterprise-grade platform that offers multitouch revenue attribution.
The Gartner Magic Quadrant for Multichannel Marketing Hubs has named Oracle the Leader in the category, which includes platforms that support various criteria. Gartner evaluated 20 vendors based on the completeness of their vision and execution capabilities. Oracle topped the list for a fourth consecutive year. This latest Report outlines five key considerations when choosing a platform. Read on to learn more.
Market research firm Gartner defines challengers as those developing their understanding of the multichannel marketing hub market and its essential and emerging functions. Challengers were evaluated for their strengths in Critical Capabilities, such as orchestrating campaign workflows and predictive decision-making support. They also focus on meeting the needs of established clients and their strategic direction. The Report also highlights their level of support and partnership with clients.
Gartner’s Magic Quadrant for Multichannel Marketing Hubs includes five distinct categories. Each category has different strengths and weaknesses. While the four most popular platforms for multichannel marketing are listed in the Report, no single solution meets every brand’s needs. However, there is a platform that fits your needs best. Read on to learn more about how the top platforms measure up. We’ve highlighted some of the most innovative technologies in each category.
Iterable is a multichannel marketing hub platform that helps brands execute campaigns and drive world-class customer engagement. With intelligent automation, Iterable is an integrated cross-channel marketing solution that trusts engineers and is built for growth. It automatically collects cross-channel messaging events and forwards them to their destination. Designed to deliver the best customer experience possible, Iterable automatically loads and filters all cross-channel messaging events.
Iterable is an enterprise solution that allows marketers to build workflows that a customer’s behavior can trigger. For example, a workflow could be triggered when a customer purchases, views a product or performs a custom action. Each time someone views a product, they’ll receive a unique experience. Iterable tracks real-time data and can send emails or push notifications.
Drip lets e-commerce businesses engage with customers beyond the inbox. Iterable integrates with Drip and supports multichannel workflows, social media retargeting, and hyper-personalized transactional emails. Iterable also supports Facebook Custom Audiences. Custom Audiences can be built from a customer list, engagement on Facebook, or a combination of these. For more flexibility, Iterable also offers pre-built visual workflows for marketing automation.
Adobe’s data management capabilities
While there are other providers of marketing hub platforms, Adobe’s newest addition, Campaign, ranks just below Salesforce and Oracle in terms of overall capabilities. Designed to help marketers measure multichannel customer engagements, Adobe Campaign’s recent updates have been lauded for their data management capabilities. On the other hand, Oracle is improving its AI and machine learning portfolio, while SAS is developing its hybrid data requirements for MMH deployments.
The report evaluated 19 vendors in the multichannel marketing hubs space. Adobe received top marks for its early commitment to marketing analytics and cloud-based deployment. Adobe’s Sensei multiapplication artificial intelligence services layer promises to boost core marketing products. Adobe’s product reliability and support are highly rated, with top marks in customer satisfaction and quality of warranties. Adobe also has a robust support community, with corporate partners, major system integrators, and end-user support groups voicing positive sentiments about its products and services.
A multichannel marketing hub platform should include a dashboard for tracking key performance indicators and audience-level reporting capabilities. A hub must support data export for external reporting tools, connect activities to results, and aggregate attribution. It should also support mobile devices. This helps marketers optimize multichannel customer journeys. The goal is to deliver tailored and timely marketing communications to customers. If a consumer experiences a poor or frustrating experience on a website, the experience will be less favorable.
Oracle’s AI capabilities
Oracle is implementing AI capabilities to help brands better engage customers across multiple channels. This new feature aims to bridge the gap between marketing and sales. It will provide real-time market alerts and data sourced from AI. For example, a marketer can create a campaign that will appear on relevant ads when a customer clicks on a product or ad. Another feature, Responsys Program Orchestration, helps businesses trigger display media retargeting campaigns.
Oracle’s new digital marketing hub will be able to integrate Eloqua, Responsys, and other third-party applications, which may lead to duplication and uneven maturity. However, the company has earned a position in the market for marketing organizations by making intelligent acquisitions in CRM and marketing analytics. But there are some caveats. Here are five that may make the difference.
AI-powered analytics: Among the most exciting features of Eloqua is its capability to create dynamic content based on unified customer data. The cloud-based platform can be integrated with other offerings and offers deep customer centricity and AI. Users can customize web experiences and email messages, simplify mobile interactions, and align social campaigns. Lastly, the integrated Oracle Cloud platform offers a wide range of complementary solutions.
Besides AI, another new feature introduced by Oracle is machine learning, which helps marketers predict and respond to customer preferences. This feature helps marketers create unified customer profiles and attribute campaign results and outcomes. The AI capabilities of Oracle’s new multichannel marketing hubs platforms may be a boon to marketers looking for a single platform to orchestrate all of their communications across channels.
SAP’s real-time decisioning capabilities
Multichannel marketing hubs are critical components of omnichannel marketing campaigns. They offer a unified view of customers and help brands create and maintain a consistent brand experience across channels. Using an integrated approach with SAP Hybris, you can configure the business model to fit your specific requirements. You can integrate with third-party systems, customize the user interface, and manage multiple languages and currencies. In addition, the platform supports seamless data exchange with other SAP and third-party systems.
The SAP Marketing Cloud offers machine learning solutions and helps marketers build campaigns based on the insights gleaned from customer data. Marketers often struggle to understand the journey of their customers. SAP’s Marketing Cloud offers a single view of the customer and intelligent insights into the customer’s needs and value. As a result, it can drive more personalized marketing efforts across multiple channels. But it is not just the Customer Data Platform that makes SAP the clear Leader in this year’s Report.
Another component of SAP’s Multichannel Marketing Hub is SAP Hybris Data Hub. It provides a standardized data integration framework and integrates SAP ERP with Hybris Commerce Suite. Hybris Data Hub also offers specialized capabilities such as lead collection and analytics. It also helps marketers integrate with various systems, including e-commerce, CRM, social media, and mobile channels.