Will Scully-Power


On-demand is in demand

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Magic Quadrant for CRM Multichannel Campaign Management

Research firm Gartner has released its 2009 Magic Quadrant for Multichannel Campaign Management (MCCM), a market that has seen growth this year, aided by a more demanding economy.

More and more marketers are moving beyond one-channel, one-way, mass-marketed campaigns, to a multichannel strategy.

However, marketing today is still largely unautomated and therefore, riddled with inefficiencies, says Adam Sarner, research director at Gartner and author of the report.

“There’s still clunkiness out there for campaign management,” he says. Because of that, growth in the space mostly comes from the midmarket, on-demand players that are focused on, as Sarner describes, the “consumerisation of IT,” which focuses on accessibility to the math, affordability, ease of use, and improved user interfaces, including better visualisation technology.

More: http://mediaproducts.gartner.com/reprints/sas/vol6/article1/article1.html

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