• MarTech Today
  • Sections
    • Advertising
    • Marketing
    • Content
    • Social
    • Commerce
    • Sales
    • Analytics
    • Management
    • All
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Social
  • Sales
  • Analytics
  • Mgmt
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • All
  • Events
  • Newsletters
  • Home
Martech: Marketing

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Gartner releases first Magic Quadrant on mobile marketing platforms

Mobile-only platforms take most of the top places, above Salesforce and Oracle.

Barry Levine on July 19, 2018 at 6:15 pm
  • More

A key question about mobile marketing is whether marketers should employ platforms specifically designed for those devices or utilize mobile capabilities within larger, multichannel marketing clouds.

Gartner’s first Magic Quadrant report on mobile marketing platforms points out the depth of mobile capabilities in mobile-only offerings, plus it notes the flexibility for a marketer who doesn’t necessarily want to make such a large commitment to one vendor. (A complimentary copy of the report is available from one of the selected vendors, Braze. Registration required.)

On the other hand, although mobile-only vendors are beginning to add other channels like email and Internet of Things, the large marketing clouds offer built-in integration of mobile campaigns and data with all the other channels.

In assessing 15 vendors, Gartner places five mobile-only platforms into the top category of Leaders (Braze, Urban Airship, Swrve, Localytics and Leanplum) and only one marketing cloud (IBM).

The Challengers — strong on execution, less strong on vision — contains four mobile-onlys: Vibes, Pyze, FollowAnalytics and SessionM. Visionaries — strong on vision, less so on execution — contains only the Oracle marketing cloud.

In the bottom group of Niche Players are MoEngage, IMImobile, the customer engagement platform Sailthru and, interestingly, Salesforce.

Leaders, large clouds

Among the Leaders, the report advises that B2C marketers might consider Braze, formerly known as Appboy, for its complete customer life cycle with real-time personalization and data exchange with a wide range of partners. But Gartner dinged Braze platform for its lack of mobile website analytics.

IBM is extending its famed Watson AI engine to its mobile marketing, and it offers value for existing IBM customers, although the report points to the cloud’s lack of native mobile wallet support.

Leanplum provides a visual campaign creator and is planning to support voice-driven interfaces through connected home devices and in-vehicle systems, pointing to a major broadening of its scope.

Localytics’ app analytics core guides its capabilities, and it allows users to query raw data without exporting it to other tools. The company is looking to add more AI-driven capabilities, deep linking support, GDPR compliance and a new marketing workflow engine.

As for the other two large marketing clouds, the report cautions that Oracle’s mobile capabilities are “dispersed across multiple solutions,” with overlapping capabilities like separate content management systems in Responsys and Maxymiser. It also noted user interface complexity as a challenge with the platform.

Salesforce is similarly hampered by offering a mobile component within its overall solution, the report says, because non-Salesforce customer can’t easily utilize mobile tools without signing up for other cloud components for such tasks as multivariate testing.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: MarketingIBMMobile Marketing & MartechOracleSalesforce

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

ATTEND OUR CONFERENCES

April 15-17, 2020: San Jose

October 6-8, 2020: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Ultimate Agency Guide for Choosing the Right Marketing Automation Vendor.pdf
  • How Good Partnerships Should Reduce Your Workflow
  • Digital Insights 2019: How marketers confront the obstacles of digital customer engagement
  • 14 Industry Experts on the Future of Attribution
  • The Essential Guide to Protecting Your Ad Spend from Invalid Traffic
See More Whitepapers

Webinars

  • Build Brand Humanity by Mastering Empathy at Scale
  • The Fantastic 5: Emerging strategies to drive conversions & growth
  • CCPA Goes Live in Weeks: Is your marketing measurement ready?
See More Webinars

Research Reports

  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Enterprise SEO Platforms
  • Call Analytics Platforms
See More Research
Sidebar Inbox Deliverability 2019
Sign up for the NEW MarTech Today.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech West
  • MarTech East

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Advertise
  • Marketing Services
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2019 Third Door Media, Inc. All rights reserved.