Why “Cross-Channel” Means More Now Than Ever

Every couple of years, my team and I are privileged to sit down with the analysts of Forrester Research, Inc. to discuss our strategy and vision for “cross-channel” marketing. This year, like in the past we are recognized as a Leader by Forrester Research, Inc. in “The Forrester Wave:™ Cross-Channel Campaign Management, Q2 2016”. While we are honored to be ranked the highest in both Execution and Strategy, we realize our journey as a company is just beginning.

When I founded Neolane, Inc. in Paris 15 years ago, I had the vision of allowing marketers to move beyond cluttered marketing programs and instead align their campaigns—across all channels—around the customer. I am proud to say that since 2001 we have done just that. With over 700 clients around the world partnering with us to help provide these “cross-channel” experiences to their customers and continuous recognition by industry-leading analysts, we can’t help but be excited about what we’ve accomplished, but also about what is ahead.

This is an exciting year to be part of “The Forrester Wave:™ Cross-Channel Campaign Management, Q2 2016”. The number of players in the Wave increased by just over 65% since 2014. And yet we are still not just a Leader, but the Leader with the greatest Strategy and Current Offering. I believe that our over 700 customers are a testament to our current offering. But in a space with many small and large players, I want to focus on strategy.

The term “cross-channel” gets thrown around a lot. The evolution of the industry is a reflection of the language itself: more companies are entering the space and more channels emerge. Forrester’s criteria has evolved for what it means to be a player in the “cross-channel” space and we couldn’t be happier. Rather than thinking of the market as diluted, we think of it as an opportunity to only better ourselves. When we built Neolane 15 years ago, the vision was, from the beginning, to be “cross-channel” and it’s for that reason that it is our native strength to help you reach across your data and channels to provide amazing experiences wherever your customers are.

For us, “cross-channel” means innovation and the simultaneous recognition that as more “channels” emerge as ways of communications (think, the Internet of Things, Line, in-car experiences, just to name a few) our customers think less in terms of channels and more in terms of experiences. To enhance these experiences, we have natively integrated into other solutions in the Adobe Marketing Cloud. These choices—and the vision that surrounds them—is what makes us a Leader. And that’s something that both Forrester Research, Inc. and Gartner recognize.

We are proud to be paving the way for “cross-channel” growth. Today’s announcement of Adobe as a Leader in Forrester Research, Inc.’s “The Forrester Wave:™ Enterprise Marketing Software Suites, Q2 2016” only solidifies that our customers understand digital growth is about working together. Campaign management needs to be as much about web analytics and content management as it does about email execution. That’s what we are doing at Adobe. But we recognize that being a Leader once again means we must continue to innovate our technologies and delight our customers. We are honored to be a Leader and even more excited to show you what our vision entails.

The post Why “Cross-Channel” Means More Now Than Ever appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/campaign-management/cross-channel-means-now-ever/