Gartner’s Magic Quadrant for CRM Multichannel Campaign Management spotlights multiple leaders in the market, including IBM-Unica, SAS, Teradata-Aprimo and Oracle. Chosen vendors feature an array of capabilities to support multichannel campaigns, while niche vendors focus efforts on SaaS delivery and web, mobile and social channels. This year, Gartner noted a developing trend in acquisitions as competitors step into marketing. By 2014, customer service, Web analytics, content management and social CRM vendors will take more than 40% of the market share for campaign management, according to predictions.
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