We’re excited to announce that Redpoint Global was recently positioned the highest for ability to execute among niche players* in the Gartner 2018 Magic Quadrant for Multichannel Marketing Hubs report.
Gartner defines the multichannel marketing hub (MMH) as a technology that orchestrates a company’s communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail call centers, paid media, and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments. Key themes in the inaugural report across various vendors include:
- Customer profile management – Successful marketing leaders and their teams need to gather information about customers’ behavior and interests, goals, and needs.
- GDPR compliance – Closely related to the theme of customer data management, the European GDPR stresses the importance of a data subject’s rights, the manner in which data breaches are dealt with, and general control over personal data.
- Machine learning and artificial intelligence – Predictive and prescriptive analytics techniques hold the promise of better segmentation and decision making for marketers.
- Personalization capabilities – Customers now expect personalized engagement. Gartner expects that by 2019, 90 percent of brands will practice at least one form of marketing personalization, leveraging data, content, and technologies to improve business results across the customer journey.
- Customer journey analytics – Marketers strive to deliver contextualized engagement between their company and customers – a connected, ongoing conversation that incorporates two-way dialogue.
It is Redpoint’s view that a hub approach to marketing technology is more necessary than ever. Consumers interact with brands through a growing number of touchpoints, creating siloes of data that are extremely difficult to manage from one channel-based solution. Redpoint believes in tapping into an open garden ecosystem where brands should be leveraging their current marketing and technology investments to coordinate and optimize all of their assets and campaigns from a single point of operational control for data and interactions.
This evolution in the marketplace is why we created the Redpoint Customer Engagement Hub™ (CEH), which allows brands to create a single view of the customer, leverage analytics and insights to determine the next best action, and orchestrate campaign messaging across siloes from a single hub. Brands seeking these capabilities often choose Redpoint for our:
- Flexible system architecture: The Redpoint Customer Engagement Hub is designed with dozens of prebuilt APIs to other data, analytics, and marketing solutions, as well as the capability to develop custom connectors. We built the CEH this way so our customers can choose the best point solution for their business, and are not locked into a set portfolio of solutions.
- Constantly updated capabilities: In 2017, we expanded the real-time capabilities of our customer engagement hub with a product recommendation engine, web interface for a single customer view lookup, machine learning for optimization, and enhanced dashboards and reports. We also added several new connectors, to services like Oracle, IBM, Salesforce, and Cheetah Digital, to bolster our data, content, and analytic integrations for customers.
- Future-focused roadmap: In 2018, Redpoint is planning to continue development of a new web user experience and real-time dynamic customer journeys underpinned by our machine learning capabilities. We’ve also begun to bundle email, SMS, and mobile push solutions to simplify deployment for several key vertical industries, such as retail.
- Emphasis on customer delight: The Redpoint customer and professional services teams work closely with every single client to ensure their deployment runs smoothly and helps them achieve their goals.
At Redpoint, we believe the new Gartner report indicates that brands have realized traditional customer engagement approaches don’t work. Instead, brands need a coherent approach with data at the forefront and a hub at the center that provides a single point of control and accessibility.
The evolution of the marketing landscape was further reflected at the recent 2018 Gartner Digital Marketing Conference. Personalized experiences and the need for better access to customer data were particularly popular at the event; we had a lot of conversations with a lot of marketers about these topics. These themes also extended to the presentations, including those from Gartner Research VP Jennifer Polk on personalization and direct commerce, and from Gartner Managing VP Christi Eubanks on customer data platforms (CDPs).
In Jennifer’s presentation on personalization, “20/20: The Future of Marketing Is Personal,” she noted that brands who fully invest in personalization will outsell peers that haven’t by more than 30 percent. This is a huge gap between the two groups, and indicates the massive power of delivering a personalized customer experience. Christi’s talk on customer data platforms, “Demystifying Customer Data Platforms,” positioned CDPs as a key piece to the personalization puzzle because of a CDP’s ability to unify data of multiple varieties and velocities.
The new MMH Magic Quadrant report from Gartner and our observations at the conference demonstrate more than ever that the marketplace is changing. Brands realize they need deeper flexibility in their marketing technology infrastructure, as well as enhanced insight into their customers’ preferences. Multichannel marketing hubs can provide that insight, and it’s up to the brand to choose an open, flexible hub that can meet their needs. To learn more about how our customer engagement hub drives value, check out some of our success stories.
Download the full report to learn more.
* Gartner Magic Quadrant for Multichannel Marketing Hubs, Adam Sarner, Andrew Frank, Jennifer Polk, Noah Elkin, Benjamin Bloom, 24 April 2018. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.