Adobe named a Leader in The Forrester Wave™: Cross-Channel Marketing Hubs, Q1 2023
Today’s consumers are constantly on the move and are always connected. They expect all their interactions with a brand to be frictionless as they move from one channel, device, or app to the next. It’s made the modern marketer’s job more difficult than ever. For example, sports fans are fans year-round, even when their teams are not competing or if they’re on a trip to another city. Whether it’s relying on traditional campaigns for announcements and newsletters in the off-season or engaging with an individual fan in the moment using real-time signals such as entering the ballpark or scanning their tickets, it can be challenging for sports marketers to connect these different experiences while still making them personalized for the fan.
Often, customer engagement ownership spans multiple teams within an organization, and, as a result, there are disparate tools, applications, databases, and processes that marketers must navigate when considering their engagement strategy, especially as they look to connect engagement across the entire customer journey. To reimagine customer engagement, organizations need to first determine their strategy to bring real-time customer data, content, and context together into a unified platform. When we launched Adobe Experience Platform, Adobe laid out a strategy to tackle this challenge. We have since announced and launched an agile and scalable solution for brands to orchestrate both scheduled campaigns and real-time, personalized journeys across all outbound and inbound channels of engagement.
Today, I’m proud to announce that Forrester named Adobe a Leader in its evaluation report, The Forrester Wave™: Cross-Channel Marketing Hubs, Q1 2023. “[Adobe’s] superior CCMH vision centers on enabling brands to personalize at scale across the CX spectrum, backed by vast innovation investments across its portfolio, enterprise-scale services, and an extensive partner ecosystem.”
A next-generation cross-channel marketing hub
There’s no doubt that cross-channel marketing is evolving. While it’s critical for brands to still execute high ROI, audience-centric campaigns, they also need to ensure they’re combining those campaigns with real-time, personalized customer journeys (as in the example above). In addition, by actively listening for context clues from customers’ journeys in real-time, marketers can react with next-best-offers or most contextual messages to maximize valuable interactions with actively engaged customers.
The Forrester report says, “Adobe currently goes to market with both Adobe Campaign and its newer Adobe Journey Optimizer, powered by its Adobe Experience Platform. The combination enables it to implement CCMH via on-premises, managed service, SaaS, and hybrid deployment models.” For brand-initiated moments, Adobe Campaign enables marketers to use rich customer data to create and deliver sophisticated, audience centric campaigns that provide value to customers. Adobe Journey Optimizer, built natively on the Adobe Experience Platform, complements and super charges daily campaigns with real-time customer journeys. Journey Optimizer puts each individual customer at the center of every journey by personalizing real-time moments utilizing powerful event-based, active listening to inform every interaction and intelligent decisioning to deepen personalization.
Purpose-built for personalized cross-channel customer engagement at scale
Adobe has been able to leverage the many years of strength in traditional cross-channel campaign management and combine that with our new Experience Platform native capabilities in Adobe Journey Optimizer to build a future-proof solution to help organizations execute cross-channel customer journeys at scale. The authors of the Forrester Wave state, “[Adobe] Experience Platform provides a strong foundation for customer profiles and preferences, identity resolution and privacy, and digital intelligence, but many existing clients still rely on Adobe Campaign for federated data access.” In this report, Adobe received the highest possible scores in the identity resolution and privacy; digital intelligence; content, offers, and promotions; personalization; web; and social media and advertising criteria within the current offering category. In addition, Adobe received the highest possible scores in the product vision, market approach, supporting products and services, and partner ecosystem criteria within the strategy category.
I’m excited about our placement as a Leader in The Forrester Wave™: Cross-Channel Marketing Hubs, Q1 2023. I believe this achievement validates our vision, strategy, and roadmap for enabling marketers to re-imagine personalized customer engagement now and for the future. We are also approaching this very thoughtfully to help organizations evolve from where they are today to a reimagined future. I am extremely proud of all the teams that contributed to this success across product, engineering, and marketing. And, at Adobe Summit in just a few short weeks we’ll be sharing more details about how we are continuing to build on this vision for personalized omnichannel engagement across our portfolio. We hope you’ll join us either in person or virtually to learn more about exciting product announcements, customer success stories, and more.
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