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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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Multichannel Marketers Think Multidimensional

January 27, 2015 | 0 Comments

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

Getting The Data You Need

March 28, 2014 | 0 Comments

Marketers clearly see the growing amount of customer data available to them. However, the big story of this  “big data” is not about getting data for data sake, it’s about getting the data you need to make yourself better, faster and smarter. Digital Marketers are gathering data, and are getting access to, multiple and increasingly… Read More

Must Sees In The Social Marketing Ops Neighborhood In 2014

January 8, 2014 | 1 Comment

Social marketing goes beyond inviting customers to connect to you, charming them with memes and begging them to share your marketing material.  Success in 2014 involves moment of truth, decision based dialogue between company and customer, providing them with paths for purposeful, decision based connections and commerce. Although past the of peak of inflated expectations… Read More

The Emerging Marketing Technology Track

October 8, 2013 | 2 Comments

Digital marketing leaders need to innovate faster and are under enormous pressure to source growth — choosing the right technology and implementing the right technique is critical. Smart marketers know they must diversify and see emerging digital marketing technology and approaches as their route to new products, markets and revenue sources. Effective, lifecycle customer engagement… Read More