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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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Content Content Everywhere

October 2, 2015 | 0 Comments

Content marketing remains hot. It is the lifeblood of multichannel marketing.  Actually if we keep the blood analogy going, then I guess customer data is the blue blood being pumped to the lungs and content marketing is the oxygen/data-enriched red blood that is being pumped out of the heart and across….  Never mind-this is getting… Read More

Getting Your Mobile Marketing Mojo

September 11, 2015 | 0 Comments

Mobile Marketing is now in center focus. Smartphones and tablet users are expected to approach 7 billion by 2020. The wearable electronics market for personal fitness alone will reach $5 billion by the end of 2016.  The “Internet of Things” is growing 30 fold to 26 billion “things” by 2020 and will be used to… Read More

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