Adobe recently announced that the company was recognized by Gartner as a leader in the 2016 “Magic Quadrant for Digital Marketing Hubs1” research report. For the second consecutive year, Adobe placed furthest on the completeness of vision axis. Criteria for a vendor’s completeness of vision include market understanding, marketing strategy, sales strategy, offering (product) strategy, business model, vertical/industry strategy, innovation and geographic strategy.
Thousands of brands worldwide including two-thirds of the Fortune 50 companies and 10 of the 10 largest media, financial services, auto, wealth management and telecom companies rely on Adobe’s digital marketing solutions. Adobe Marketing Cloud supports 41 trillion transactions, 4.1 trillion rich media requests and more than 60 billion emails per year.
According to Gartner, “Leaders have fully embraced the integration of marketing tech, ad tech and analytics, and deployed many hub solutions at scale, although they still mostly rely on integrated portfolio solutions from acquisitions and partnerships. The rapid growth of the category has favored an accelerated first-mover approach, but we expect more organic solutions to become competitive in the coming years. Leaders will need to focus on innovation and integration to maintain their edge. As Leaders round out their native offerings, we can also expect them to cool toward wide-open partner networks and begin to urge customers toward their single-vendor solutions.”
1Source: Gartner, Inc. “Magic Quadrant for Digital Marketing Hubs” by Andrew Frank, Jake Sorofman, Martin Kihn, Christi Eubanks, Jan. 05, 2016.
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