INSIGHTS

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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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Blog

Content Content Everywhere

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…

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Getting Your Mobile Marketing Mojo

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…

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A Loyalty Management Screenplay

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…

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Ad Tech Confusion, Future Marketing Infusion And Solutions

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…

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Multichannel Campaign Management in 2015

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…

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Social Marketing, Mobile Marketing And The Bottom Line

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…

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Multichannel Marketing in Real-Time

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…

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Multichannel Campaign Offerings Have Inbound/Outbound Fusion Cracks

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…

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Multichannel Marketers Think Multidimensional

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…

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