Latest Gartner multichannel marketing report covers X providers. Gartner defines the multichannel marketing hub (MMH) as a technology solution that orchestrates a company’s communications and offers to customer segments across multiple channels (including websites, mobile messaging, social, direct mail, call centers, paid media and email, integration of marketing offers/leads with sales for execution in both B2B and B2C environments).
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GLOAccording to Gartner, digital marketing leaders leverage multichannel marketing hubs to provide tailored experiences along intricate customer paths. Utilizing cohesive customer profiles driven by predictive insights facilitates customized engagement across various channels. Employ this analysis to pinpoint appropriate MMH solutions.
Market Definition/Description
The multichannel marketing hub (MMH), as defined by Gartner, is a technological solution that coordinates a company’s communications and offerings to different customer segments across multiple channels. These channels encompass websites, mobile messaging, social media, direct mail, call centers, paid media, and email. MMH functionalities may also encompass integrating marketing offers and leads with sales for execution in both B2B and B2C scenarios.
Key capabilities of MMH include:
- Demonstrated support for managing customer profiles, segmentation, campaign and message creation, campaign workflow, and message delivery.
- Foundational multichannel marketing capabilities, integrated within a broader multichannel marketing solution, encompassing support for creating and executing campaigns and communications through web and email marketing, mobile messaging and applications, social media marketing, and programmatic advertising endpoints. MMHs can also interface with other solutions to manage channels like direct mail, video, in-store (such as point-of-sale terminals, digital signage, kiosks), and the Internet of Things (IoT), represented by smart connected devices like smart speakers.
- Advanced multichannel marketing functionalities that facilitate personalization, content management, event triggering, and real-time offer management across both inbound and outbound environments.
- Sophisticated analytics capabilities enabling analysis of customer-level data, experimentation (e.g., A/B testing), and utilization of data modeling to drive predictive analytics and customer journey analysis.
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Source: Gartner
