Trends Report

Vendor Landscape: Real-Time Interaction Management

Contextual Marketing Demands Real-Time Unification

May 5th, 2017
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Mary Pilecki , Arleen Chien , Christian Splaine , Christine Turley

Summary

Empowered customers expect businesses to engage them with personalized and contextually relevant interactions. B2C marketing professionals must assemble a contextual marketing engine that includes systems of insight (SoI) and engagement (SoE) to simultaneously serve these customers and meet business goals. Real-time interaction management (RTIM) addresses these needs, but technology selection and integration are complicated. This report outlines the RTIM market and helps B2C marketers narrow down vendor options based on their specific requirements.

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