Published: 21 November 2023
Multichannel marketing hubs help digital marketing leaders deliver impactful campaigns and customer journeys. They remain foundational for many marketing teams, but high costs and low usage are prompting investigation of new approaches, like generative AI, to boost engagement and productivity.
The multichannel marketing hub (MMH) market is fragmenting into four submarkets: enterprise application platforms, customer engagement platforms, analytics and campaign management, and content and commerce messaging.
Rising costs and the complexity of enterprise application providers’ MMH “solutions” — which, on average, comprise four and a half products — are lowering the value proposition for some buyers.
Generative AI enables MMH providers to expand their product capabilities by accelerating campaign workflows such as content personalization and audience segmentation.
Prescriptive operations in MMHs help users detect opportunities to enhance journey assets and to prioritize the mix of triggered journeys and outbound campaigns.
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