I’m happy to announce the publication of The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q3 2021. In our 30-criterion analysis, we recognized the 13 most important impartial cross-channel marketing campaign administration (CCCM) gamers — Acquia, Algonomy, Bloomreach, Bluecore, Braze, dotdigital, Insider, Iterable, Mapp Digital, MoEngage, Optimove, Sailthru, and Selligent Advertising and marketing Cloud — and researched, analyzed, and scored them.
Per my earlier CCCM blog post, we revealed The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q2 2021, in April. Utilizing an identical analysis methodology, we recognized the eight enterprise advertising and marketing software program suites (EMSS) distributors with CCCM choices: Acoustic, Adobe, Cheetah Digital, Oracle, Salesforce, SAP, SAS, and Zeta International.
For an analysis of the EMSS portfolios from these distributors, see my colleague Joe Stanhope‘s The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2021, or learn his associated blog post.
However wait — there’s extra! My colleague Xiaofeng Wang introduced The Forrester Wave™: Cross-Channel Campaign Management In Asia Pacific, Q2 2021 in her blog post in June.
Why So Many Evaluations In A Mature Area Like CCCM?
As highlighted in our Now Tech: Cross-Channel Campaign Management, Q1 2021, the CCCM market is rising. That’s as a result of a tranche of impartial gamers now competes with extra established advertising and marketing know-how (martech) suppliers. The truth is, main impartial platform distributors are delivering CCCM innovation that outshines many EMSS opponents. Some established distributors are tackling enterprise buyer information platform (CDP) and analytics necessities. Others are busy constructing out their EMSS portfolios or integrating a number of martech and promoting know-how acquisitions. In the meantime, extra agile suppliers are altering the CCCM aggressive panorama.
As a part of our analysis, we spoke with reference prospects for all distributors. General, we have been impressed with the subtle CCCM environments of a number of impartial platform customers. For instance, some particular CCCM impartial platform improvements embrace:
- Cell-first orchestration and help for rising cellular channels
- Expertise design considering versus marketing campaign templates
- Constant AI-powered personalization for inbound and outbound channels
- Vertical-specific workflows and consumer expertise (UX) options
- Localized help for distinctive geographic necessities
And these aren’t merely area of interest options for disruptor manufacturers. On common, references for impartial platform distributors have been bigger organizations with larger volumes of buyer information than references fielded by EMSS distributors. As well as, additionally they described extra intensive channel use instances and extra advertising and marketing customers.
As a 20-year CCCM advocate, I’m excited to see a lot funding and innovation on this mature class. Some established gamers might not share my enthusiasm. Please be happy to schedule an inquiry in case you’d like to speak in depth about our analysis findings or the assorted distributors within the CCCM area.