Magic Quadrant for Multichannel Campaign Management
Gartner made one change when it evaluated the leaders in its latest Magic Quadrant for Multichannel Campaign Management (april 2015).
The Stamford, Conn.-based research firm upgraded Salesforce from a visionary to a leader.
Salesforce has also extended its vision and execution, and marketers should consider it for cloud-only deployment of MCCM for digital channels, Gartner report authors wrote. They like the capabilities inside Salesforce’s Journey Builder, which maps customers’ digital journeys. Salesforce needs to expand beyond its email “sweet spot,” and should address some clients’ complaints regarding support.
What Digital Marketers Want
Gartner found themes in MCCM, including:
- Need for unified access to data: More MCCM vendors offer a digital marketing hub that seeks to provide marketers with unified access to previously disconnected areas of anonymous audience profile data, according to Gartner officials, along with connections to content and common analytic functions to inform multichannel campaigns and interactions.
- Multidimensional segmentation: Platforms now group audiences based on multiple attributes along multiple dimensions, including grouping personas, life cycles and lifestyles.
- Real time capabilities: Vendors continue to focus on real time capabilities, such as multichannel event triggering, in-line predictive analytics and real time decisioning, according to Gartner researchers.
- Ease of use: Marketers want “access to the complexity” without “dumbing down” applications.
- Mobile: Vendors do a lot of talking here but often do not deliver beyond basic functions like push notifications and SMS capabilities.
- Commerce: Marketers are taking on more responsibility, Gartner officials said, for revenue and profit from digital commerce. MCCM vendors have begun to tie their applications more closely to e-commerce engines.