Gartner Research

Magic Quadrant for Mobile Marketing Platforms

Published: 15 July 2019

ID: G00369059

Analyst(s): Charles Golvin , Mike McGuire

Summary

Marketing leaders use mobile marketing platforms to engage customers through meaningful, contextually relevant interactions on their most personal devices. By providing mobile-specific analytics, automation and engagement tools, vendors enable marketers to capitalize on consumer mobility.

Table Of Contents

Market Definition/Description

Magic Quadrant

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

Inclusion and Exclusion Criteria

  • Functionality
  • Advanced Capabilities
  • Market Presence and Momentum
  • Vendor Viability
  • Product Criteria
  • Honorable Mentions
    • The Digital Box
    • Mobivity

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
    • Trading Depth for Breadth Comes at a Cost: Diminished Satisfaction
    • 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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