Adobe, Salesforce, SAS dominate ​Forrester cross-channel marketing report

Latest Forrester Wave study shows how martech leaders stack up as B2C marketers grapple with the latest cross-channel capabilities

Adobe, Salesforce, SAS and Oracle are leading the cross-channel campaign management pack, according to the latest Forrester research.

The new Forrester Wave: Cross Channel Campaign Management Report for Q2 2016, explores leading martech providers and how each stacks up in terms of providing cross-channel solutions for B2C marketers.

According to the report, Adobe, Salesforce, SAS, and Oracle are leading the way in terms of comprehensive capabilities and feature sets. Underneath them, IBM, Pitney Bowes, SmartFocus, Pegasystems, RedPoint Global, Emarsys, Experian marketing services and Selligent offer competitive options.

The analyst firm said those lagging due to restructuring initiatives are Teradata, Teradata marketing applications and SDL. Rankings were based on a combination of current offering, strategy and market presence.

Critical capabilities identified by Forrester in a cross-channel campaign platform include advanced analytics, real-time interaction management, and digital channel delivery versus traditional marketing automation tools.

Overall, the research revealed schedule-based cross-channel campaign workflows are becoming outdated and less effective, while improved capabilities for real-time interactions and digital marketing will dictate which providers lead the pack. Forrester also said vendors that can underpin interactive capabilities with customer data management, advanced analytics and agile optimisation tools position themselves to successfully meet today’s cross-channel marketing requirements.

Adobe Campaign was highlighted by Forrester for both its platform specific capabilities as well as ability to integrate with Adobe Analytics and Experience Manager along with social media, digital advertising and real-time requirements.

“While its email capabilities are still gaining strength compared to those of larger email service providers, and the depth of its offline integration trails that of traditional CCCM vendors, Adobe provides a well-rounded solution for cross-channel marketers,” the report stated.

Salesforce, meanwhile, was a good option for SaaS-based marketing with an email backbone and incorporated email, mobile and Web marketing in one suite, Forrester said. Criticisms were less about the platform and more about pricing and integration with third-party tools.

“Salesforce’s Audience Builder and Contact Builder provide marketer-friendly data management that is fully integrated with its Content Builder to empower digital marketers of various skill levels,” the Forrester report stated. “Similarly, Salesforce Personalisation Builder puts easy-to-ease optimisation tools directly in the hands of marketers, winning high marks for usability, thought the underlying algorithms are not as robust as those from analytics leaders.”

SAS was positioned by Forrester as the most advanced marketing analytics platform, just lacking in native capabilities for managing digital marketing execution. Oracle’s focus on digital execution and content management capabilities for email, mobile, Web, ecommerce and digital advertising, along with its business support focus, make it a comprehensive suite of capabilities even as integration remains a challenge for the vendor.

Across the board, Forrester said customer references showed integrating online and offline interactions and orchestrating interactions across marketing, sales and service were key challenges in cross-channel campaign management.

However, vendors analysed in the report said their number one challenge was understanding customer behaviour across channels and devices. They also said they struggled with attribution, marketing performance measurement, and understanding optimal customer journeys.

Forrester also noted that while B2C marketers have proven their proficiency in executing email campaigns, and 95 per cent of platform users have adopted email, only about half have taken responsibility for Web personalisation or ecommerce offers in their organisations. Even fewer have incorporated social, mobile and online advertising into their cross-channel campaign environments.

Real-time customs engagement

According to Forrester, transforming traditional cross-channel campaign management environments for real-time customer context is another challenge for B2C marketers, who want solutions that facilitate greater customer understanding across any channel. This is as much a cultural as technological issue, and Forrester advised B2C marketers to change their approaches to customer recognition, contextually relevant offers, cross-channel interactions, measurement and optimisation in order to success.

At the same time, the lines between cross-channel management and real-time interaction management are blurring as B2C marketers transition from executing scheduled campaigns to orchestrating contextually relevant interactions with individual customers, Forrester stated.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in