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Adam Sarner

Research VP
Adam Sarner specializes in marketing strategy and technology, including digital marketing, multichannel campaign management, lead management, segmentation, loyalty marketing, social and overall customer relationship management strategy...
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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

The Customer Experience

July 18, 2014 | 1 Comment

In marketing, brand management has often focused on the customer experience. Brands set expectations of a particular customer experience. The brand is an expression of a product or company’s reputation built up over time.  Today, brands increasingly are used as part of marketing engagement to create a high-level expectation or promise of a particular quality… Read More

Mobile Marketing: Today’s Demand and Tomorrow’s Opportunity

June 6, 2014 | 0 Comments

Today, Mobile Marketing is an enormous opportunity for marketers to influence purchasing decisions by bridging digital information with their physical environment. Half of mobile users are already using their phones around a retail store visit: For example, finding a store location, browsing a website, searching for a product, seeing if it’s in stock, looking up… Read More

Six Factors Shape The Multichannel Campaign Management Market In 2014

May 6, 2014 | 0 Comments

The market for multichannel campaign management continues to evolve and grow. Gartner expects spending on MCCM software alone to reach almost $914 million in 2014, at a growth rate of 24% as marketers face new requirements, products and functions, and as vendors consolidate. Six contributing factors continue to drive this market. 1. Multidimensional multichannel campaign segmentation:… Read More