Report Date: May 2011 This years leading multichannel campaign management (MCCM) vendors provide the breadth and depth of capabilities needed to support multichannel campaigns, while the niche vendors focus their efforts on software-as-a-service (SaaS) delivery and Internet Protocol (IP)-addressable areas, such as Web, mobile and social channels. None of the vendors is solely visionary. Despite a flurry of acquisitions, the vendors that appear in this years and last years Magic Quadrants show only modest changes. Expect accelerated digital marketing (including mobile and social) development and acquisitions in 2011. Overall, the MCCM market showed positive growth in 2011. Marketers continued to shift investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable, interaction-driven campaigns. In addition, most of the vendors in this Magic Quadrant showed double-digit growth in 2010 and were profitable. During the past year, MCCM providers focused on ease of use and user interface (UI) updates, and kept overall product development modest in scope. Although the market absolutely needs innovative product development to grow, none of the vendors took a differentiated direction or provided new, game-changing, thought-leading functionality that would elevate it to visionary status. For example, although social marketing and mobile marketing are very hot topics for clients, many MCCM vendors continued to offer first-generation, fundamental digital capabilities, such as the ability to send a campaign with a short URL to Twitter.
Mentions: IBM, Unica, SAS, Teradata, Aprimo, Oracle, Siebel, SAP, Microsoft Dynamics CRM, Eloqua, Responsys, Neolane, Alterian, RightNow, Marketo, Pitney Bowes, smartFOCUS
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Topics: Market Research, Competitive Intelligence, Competitive Strategy, Market Intelligence