...Leading Cloud-Based Marketing Technology Provider Allows Brands to Engage Across Mobile, Social Media and All Digital Communication Forums...
NEWTON, Mass., USA and TWICKENHAM, UK – June 5, 2013 - Conversational marketing technology provider Neolane announced today it has been positioned by Gartner, Inc. as a visionary in the 2013 “Magic Quadrant for Multichannel Campaign Management.” According to Gartner, by 2014, customer service, Web analytics, content management and social CRM vendors will take more than 40 per cent of the market share for campaign management. 
Multichannel Campaign Management (MCCM) processes, according to Gartner, enable companies to define, orchestrate and communicate offers, both inbound and outbound, to customer segments across multichannel environments, such as websites, mobile, social, direct mail, call centres and email. This approach can include integrating marketing offers/leads with sales for execution.
Neolane recognises that consumers are increasingly dependent upon their mobile devices to receive and share information. Neolane Mobile App Channel integrates a brand’s own apps as a new channel within the Neolane platform (email, direct mail and web) and allows marketing organisations to send push notifications and manage in-app messages. Unique to other market solutions, Neolane facilitates one-to-one personalisation that takes advantage of customer knowledge from their marketing database to drive higher levels of cross-channel engagement.
“Multichannel Campaign Management is becoming increasingly important for brands, as consumers engage and gather information through various forms of communication throughout their day. As the consumer becomes more empowered and chooses how and when they receive information, it is critical that brands have the right technology in place,” said Stéphane Dehoche, president and CEO, Neolane. “Neolane is again positioned as a Visionary in the Multichannel Campaign Management Quadrant by Gartner. Neolane is enabling brands to engage and facilitate personalised conversations with customers and prospects, through forums like mobile devices and social media, with our advanced cross-channel capabilities.”
Neolane’s Social, Local and Mobile (SoLoMo) marketing capabilities allow brands to engage with connected consumers with real-time, location-based offers consistently across channels and devices. With the enhancements made to Neolane Social Marketing, marketers can gain greater insights into consumer interests through Facebook’s Open Graph. Neolane empowers brands to transparently collect users’ actions (i.e., music listened to, videos viewed, articles shared and check-ins made) through social opt-in, via Facebook Connect or Facebook applications. Brands can now experience true cross-channel marketing and provide their customers and prospects with more targeted offers and tailored experiences based on improved understanding of their needs and behaviours.
Due to these industry-leading capabilities, Neolane currently touts more than 400 customers globally, including 47 of the Fortune Global 500.
When examining market growth opportunities, Gartner states that, “budgets for digital marketing are growing about twice as fast as the overall marketing budget and now represent about a quarter of total marketing spending. Gartner expects spending on CRM software to exceed $14 billion in 2013, with a growth rate of 7.5% — marketing automation will achieve 11% annual growth. Digital marketing has sparked this growth because it enables new techniques that can grow revenue faster — for example, inbound marketing, real-time marketing and data-driven marketing. In addition, new technologies, such as social and mobile, open not just new channels, but also new ways of engaging customers.”
Gartner recognised Neolane as a Visionary across two other areas including the Gartner, Inc. 2012 "Magic Quadrant for Integrated Marketing Management" and Gartner’s 2012 and 2013 “Magic Quadrant for CRM Lead Management.”
To learn more about Neolane, follow us on Twitter @neolane.
1. Gartner, “Magic Quadrant for Multichannel Campaign Management,” by Adam Sarner, Julie Hopkins, May 30, 2013
2. Gartner, “Magic Quadrant for Multichannel Campaign Management,” by Adam Sarner, Julie Hopkins, May 30, 2013
3. Gartner, “Magic Quadrant for Multichannel Campaign Management,” by Adam Sarner, Julie Hopkins, May 30, 2013
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Neolane provides the only conversational marketing technology that empowers organisations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 400 of the world’s leading companies including Alcatel Lucent, barnesandnoble.com, Sears Canada, Sephora Europe and Sony Music. Visit www.neolane.com and read our blog The Cross-Channel Conversation.
Published on: 11:50AM on 5th June 2013