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Adam Sarner

Research VP
Adam Sarner specializes in digital marketing strategy and technology, including multichannel marketing, lead management, social and mobile marketing, and customer experience management. He serves marketers, helping them assess and...
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A Loyalty Management Screenplay

June 10, 2015 | 2 Comments

In the U.S. alone, loyalty membership is approaching the 3 billion mark. A Gartner consumer survey shows that 62% of respondents are members of one or more loyalty programs. However, more than one-third of participants report never using those programs. Traditional loyalty programs that offer points, rewards and discounts as the core of their offerings are… Read More

Ad Tech Confusion, Future Marketing Infusion And Solutions

April 10, 2015 | 0 Comments

The large Ad Tech area still confuses many marketers, including some of the providers, as they continue to evolve from multiple versions of themselves. This fragmented ecosystem is made up in part of programmatic media offerings such as ad networks and exchanges, supply-side and demand-side platforms (real-time bidding for ads), data providers (many of whom… Read More

Multichannel Campaign Management in 2015

April 7, 2015 | 0 Comments

Nine trends are driving the MCCM market in 2015: Need for unified access to data: MCCM vendors increasingly focus on supporting multichannel marketers that want more data at the point of action. Therefore, some MCCM vendors provide, or are evolving, hub functions. A digital marketing hub seeks to provide marketers with unified access to previously… Read More

Social Marketing, Mobile Marketing And The Bottom Line

March 20, 2015 | 0 Comments

Over the last 12 months, Mobile Marketing has become the new Social, but both have enormous still untapped opportunity. Like all new technology triggers and techniques, Social Marketing enjoyed a meteoric rise to the peak of inflated expectations. Social Marketing initiatives, teams, executive buy-in and almost an endless supply of chatter on social networks about… Read More

Multichannel Marketing in Real-Time

March 2, 2015 | 0 Comments

Seamless two-way multichannel marketing engagement with customers will closely mimic (and should) a “real-time” conversation, with both listening and speaking, a sense of in-the-moment context, timing and tone, and the ability to respond, add to and continue with, a thought or purpose at multiple occasions over time. Think of any real conversations with a person… Read More

Multichannel Campaign Offerings Have Inbound/Outbound Fusion Cracks

February 11, 2015 | 0 Comments

Inbound/outbound fusion is crucial for transitioning from a one-way, marketing message system to two-way, multichannel interactions, both inbound and outbound, that represent a pairing of customer intent with the right offers and experiences. Inbound interactions occur when a customer initiates an interaction with the company, such as a search, a click, a call, a visit, or… Read More

Multichannel Marketers Think Multidimensional

January 27, 2015 | 1 Comment

As the Gartner for Marketing Leaders team heads down on another round of market research for our yearly Multichannel Campaign Management Magic Quadrant for April 2015, I want to underline the importance for vendors ( and for marketers themselves) not to limit multichannel marketing to pure channel centric thinking,  an area where for some, despite… Read More

The Need for the Digital Marketing Hub

January 16, 2015 | 0 Comments

Marketing needs a new approach. While customers view a company as one entity, and look for multiple, even synchronous interactions, many marketers continue to communicate one-way, company-to-customer, through disconnected channels. The challenge is compounded by digital’s explosive growth of access and reach. With billions of people and “things” now connected, there is an accelerating expectation… Read More

The Rise of Digital Assistant Decision Making:

January 9, 2015 | 2 Comments

Recently, Gartner released our Top 10 Strategic Predictions for 2015 and Beyond: Digital Business Is Driving ‘Big Change’ . While the full document was published to clients, I wanted to share my prediction and what it will mean to Marketing. First off, Happy New Year! I wanted to begin my first blog of the year… Read More

Measuring Marketing’s Business

November 21, 2014 | 0 Comments

If there was one enduring, critical mission statement for marketers it would be: Marketers must prove that they can close business. Global economies and company growth periods rise and fall. In good times, marketers will need to prove that they directly add to the bottom line. In bad times, marketing will need to prove that… Read More