Four vendors who are making an impact in the digital marketing industry have been highlighted in a new report from Gartner.
The report, “Cool Vendors in Digital Marketing, 2013," aims to provide a general overview of new and innovative vendors, products or services within mobile, social or contextual digital marketing environment. The vendors studied in the report are Catchoom, PublishThis, Revtrax and Thismoment.
Mobile devices are everywhere and can be used for almost everything from making a phone call and sending an email to scanning a cheque for a bank deposit and mapping out a driving route. As technology advances, eventually all a mobile user will have to do is point their phone at something, take a photo and get information on that subject with cloud-based visual recognition technology.
Catchoom aims to move toward an “internet of everything" and close the gap between the digital and physical world by building technology that allows apps to recognize logos, trademarks, DVDs, book covers, stores, landmarks and signs.
As the technology becomes more efficient, there are a variety of companies looking to cash-in on this idea, so Catchoom isn't the only organization that offers recognition technology for apps. Other products include Google Goggles, and SnapTell from Amazon. Another problem for Catchoom is that while it's innovative, it can be very constricting as in order to use the technology users have to download a Catchoom-enabled app which limits what platforms can use the technology.
In order to be a pioneer and leader in this movement, Catchoom has to make sure it's appealing to not only marketers, but publishers, media companies and retailers by finding something that separates it from competitors and makes its technology more accessible.
Most social publishing platforms tend to concentrate more on curating information and combining it to make “original” content. Unlike these other companies, PublishThis doesn't just bring together content that seems relevant, but also assesses the quality of the content in question before collecting it. The company is able to combine content marketing and publishing in an effective manner.
As a result, PublishThis can help publishers, brands and digital marketers create attractive and original websites and social media feeds.
PublishThis offers publishers the ability to quickly create new content streams with a lightweight workflow while giving even experienced content marketers an easy-to-use system for developing branded, engaging material,” says the report.
Although PublishThis isn't the only content marketing platform available, as there are more traditional vendors such as Adobe and platform providers like Percolate. Despite offering the combination of content marketing and publishing, there is some serious competition for PublishThis, so the company needs to keep its technology relevant and focussed on its customers' demands and needs.
As the world becomes a more expensive place, the need to save a dollar or two becomes more important, so with RevTrax brands can promote offers and savings on any social channel they choose -- including Facebook, mobile, email or Twitter. With this technology companies are able to focus offers, see insights and analytics data and add to these offers as the customer need, demand or trends change.
Revtrax not only improves the customer's experience, but also allows brands to track how many customers downloaded the coupon and where the coupon was used.
Despite being a useful tool, there are a lot of couponing tools and websites available for shoppers, so RevTrax will need to find something unique that will make companies want to incorporate it into their marketing strategy.
Beyond a potential price advantage, RevTrax must demonstrate the quality of its offering to combat the stronger market position of other players,” says the report. “It will need to get in the door at key accounts, demonstrate value, and use its success to build a case for brands to work with multiple coupon vendors.”
The last company that the Cool Vendors report focuses on is Thismoment, a cloud and brand-based digital marketing platform with creating, publishing and management capabilities that aims to improve the online “social brand experience.” Thismoment is able to track and monitor social conversations across a variety of channels, such as smartphones and tablets, Orkut, Pinterest, Tumblr, Twitter and LinkedIn through a combination of owned and user generated media, real-time conversations and social sharing. In turn it then identifies key influencers and trigger alerts that a company should be aware of.
Thismoment is a good tool for companies that need to manage and track content across a variety of social channels. Although unlike most other vendors on the list, one of Thismoment’s biggest challenges isn't competition. Originally a content sharing site where users could upload original content and tag third-party content for curation, at the time Thismoment’s revenue wasn’t very high. As a result they revamped themselves, but are still aren't as popular as they should be.
While each of these vendors offer good marketing and engagement tools and perhaps a sign of things to come in the digital marketing space, marketers still have their work cut out for them.