Adobe shines in Forrester's enterprise marketing reports

Adobe has been recognised as a Leader in the Forrester Wave: Enterprise Marketing Software Suites Q2 2106 report, receiving the highest scores possible in current offering and strategy.

"In today's digital age, the brands that will be successful must lead with experience and delight customers across touch points," explains Suresh Vittal, vice president, Adobe Marketing Cloud.

"We believe our recognition in Forrester's reports validates our continued leadership in helping companies transform into Experience Businesses," Vittal says.

"Adobe balances its direct response marketing capabilities (Campaign, Social and Experience Manager) with advertising capabilities (Audience Manager, Media Optimizer and Primetime), and ties them together with insights (Analytics and Target) and its core services offering…Adobe has assembled a comprehensive portfolio, and B2C marketers have integrated multiple Adobe modules into sophisticated, large-scale marketing technology ecosystems," Forrester Research states in its Enterprise Marketing Software Suites report.

Adobe Marketing Cloud enables companies to use big data to effectively reach and engage customers and prospects with personalised marketing content across devices and digital touch points.

Eight tightly integrated solutions offer marketers a complete set of marketing technologies that focus on analytics, web and app experience creation and management, testing and targeting, advertising, audience management, video, email, campaign orchestration and social engagement.

Forrester defines enterprise marketing software suites as "an integrated portfolio of marketing technology products that provide analytics, automation and orchestration of insight-driven customer interactions to support inbound and outbound marketing" and stated in the report, "in the age of the customer, B2C marketers must assemble their own unique marketing technology ecosystems that drive contextually relevant customer experiences.

Additionally, Adobe was recognised as a Leader in The Forrester Wave: Cross-Channel Campaign Management, Q2 2016 report.

Forrester evaluated the 15 most significant cross-channel campaign management vendors and Adobe received the highest scores in current offering and strategy.

Adobe Campaign, Adobe's cross-channel campaign management offering, enables brands to drastically improve customer engagement across email, web, social, display and mobile channels, as well as offline channels such as direct mail and point of sale.