Gartner Research

Magic Quadrant for Mobile Marketing Platforms

Published: 12 July 2018

ID: G00344588

Analyst(s): Bryan Yeager , Mike McGuire , Charles Golvin

Summary

Mobile interactions now play a dominant role across customer journeys, with mobile marketing platforms enabling marketing leaders to optimize engagements at any touchpoint. Use this research to find mobile marketing platforms that offer competitive advantage and measurable business value.

Table Of Contents

Market Definition/Description

Magic Quadrant

  • Vendor Strengths and Cautions
    • Braze
    • FollowAnalytics
    • IBM
    • IMImobile
    • Leanplum
    • Localytics
    • MoEngage
    • Oracle
    • Pyze
    • Sailthru
    • Salesforce
    • SessionM
    • Swrve
    • Urban Airship
    • Vibes
  • Vendors Added and Dropped

Inclusion and Exclusion Criteria

Evaluation Criteria

  • Ability to Execute
    • Ability to Execute Criteria
  • Completeness of Vision
    • Completeness of Vision Criteria
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players

Context

Market Overview

  • Mobile Marketing Platform Vendors Make Data Core to Business Value
    • Purpose-Built Vendors Take a Mobile-Centric Approach
    • MMH Vendors View Mobile as One Ingredient of a Broader Multichannel Recipe
    • Two Paths of Evolution Point to Consolidation and Elevation
  • Mobile Marketing Platforms Must Differentiate on Data Analytics and Service
  • Keep Your Mobile Marketing Platform Selection Future-Focused

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

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