The Martech bubble is not going to burst, but it will continue to change and morph. The emergence of digital has brought about a changing of the guard in marketing and customer engagement. As Scott Brinker aptly noted, we have seen the evolution of best of breed, to suite solutions, to platforms, and now the latest evolution is to the concept of Hubs. In some ways this is a back to basics approach. The very concept of a ‘Hub’ implies connecting into the fabric of the entire enterprise, and making the most of what is already in place, whether it’s data sources, channels, or analytics. The concept of a Hub ensures that organizations tap into an open ecosystem, or open garden of data and applications to ensure they can future proof themselves for the ever changing technology landscape. We believe this shift has been no more apparent than in the recent Gartner Magic Quadrant for Digital Marketing Hubs, 2017. The Gartner Magic Quadrant for Digital Marketing Hubs, 2017 report focuses on four key areas:
- Master audience profile — Combining first-party, second-party and third-party data across known and anonymous customers and prospects for precision targeting and tracking of offers and experiences.
- Workflow and collaboration — Supporting marketing programs with core services through ideation, planning and monitoring of customer journeys and experience designs, internally and with partners.
- Intelligent orchestration — Driving the sequencing and coordination of engagement across channels. Specialized channel-specific execution is sometimes prudent, but consumers are engaging on their own terms, freely switching among channels and devices.
- Unified measurement and optimization — Tying investments to outcomes to optimize decisions to the highest yield. Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more efficient competitors.
This is our second appearance in this report, and in our latest appearance Redpoint made a move up and to the right as a niche vendor.
In fact, the latest enhancements to the Redpoint Customer Engagement Hub, specifically Redpoint Interaction, allow organizations to better optimize customer engagement. The key highlights of the new Redpoint Interaction release include:
Real-Time Interaction Management
- Real-time testing – Redpoint provides a framework for optimizing goal-based tests in real-time interactions to enhance site effectiveness
- Real–time data – Access multiple in memory databases like Cassandra and SAP HANA for real-time decisions delivered at speed and scale
Content and Context
- Weather dashboard – Marketers can now leverage out of the box weather widgets to drive timely, contextual, and relevant interactions
- Content and Email – Redpoint now supports Box.com as an external content provider and enhancements to Instiller, Salesforce, and MailGun plugins
Mobile and Channel Integrations
- Azure push notifications – Users can now leverage a new push notification channel integration, Microsoft Azure Direct Push for mobile engagement
- Custom outbound channel assets – The custom outbound delivery designer has been enhanced to support digital assets to expand content relevancy
Redpoint Interaction weather dashboard
What it means to Redpoint:
- ‘Hub’ is the new black. The customer engagement optimization message is resonating with our customers and in the market.
- Redpoint is an Open Garden among Walled Gardens. Redpoint’s focus on flexibility plays well to our assets as the connective tissue in the enterprise, supporting complex business environments. Our focus is on making the most of our customers’ technology investments.
- We are dedicated to customer excellence. We focus on solving the most complex problems for our customers, and the consultative approach that we take allows us to act quickly and meet their ongoing needs.
What are your thoughts about the concept of a Hub? Do you see opportunities for customer engagement optimization?
Gartner, Magic Quadrant for Digital Marketing Hubs, 14 February 2017
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