Multichannel Campaign Management Buyer's Guide

Overview

Author: Linus Gregoriadis and Aliya Zaidi, Econsultancy
Pages: 90 pages
Structure: Market trends and issues, 10 vendor profiles 

About this guide

This buyer's guide is aimed at those who are investigating the market for multichannel campaign management, with profiles of 10 leading technology providers. The 90-page guide provides details on the issues and trends affecting this sector, as well as advice for choosing a suitable vendor.

Multichannel campaign management is about interacting and communicating with prospects and customers in a way which is consistent and complementary. 

This report contains profiles of companies who manage the customer lifecycle and execute marketing communications based on a single customer view.

Contents

The report looks at trends in the marketplace, as well as an assessment of this sector's strengths, weaknesses, opportunities and threats.

Trends in this sector include: 

• An integrated, multichannel experience becomes a necessity not a 'nice-to-have'
• Focus shifts from acquisition to conversion, retention and loyalty 
• Marketers harness data to improve marketing communications in real-time
• Dialogue and engagement win out as broadcast advertising budget is diverted to conversational marketing

The report contains profiles of the following vendors: 
Agillic, Alterian, Aprimo, Eloqua, Neolane, Portrait Software, SAS, smartFOCUS, Traction and Unica.

Who is this guide for?

It is primarily aimed at companies and agencies who are looking for a multichannel campaign management technology or are reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market.

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