Exacttarget News & Analysis
| Wednesday Jul 30, 2014
Salesforce announced plans for a new drag-and-drop mapping option to Journey Builder today, one of several new features that should make the tool more user friendly for marketers.
The new tool gives users a canvas that they can use to map the customer journey across channels such as social media, web, mobile and desktop devices.
Salesforce also added a Journey Triggers function based on predictive analytics that can automatically send special offers and other content based on shifts in customer behavior. The idea is to nudge consumers back onto the purchase path if they abandon a shopping cart, leave a web page or indicate a change in product affinity.
| Tuesday May 6, 2014
Adobe showed off its marketing cloud in March. Microsoft made some headlines after. Oracle took the stage last week.
Salesforce takes its turn today.
Combing its $3.4 billion worth of acquisitions from the last few years -- ExactTarget, Radian6 and Buddy Media -- Salesforce launches the Radian6 Buddy Media Social Studio, a single platform for social content marketing, engagement, publishing and analytics.
"This is our most exciting release I can remember in a while in terms of Radian6 and Buddy Media," said Marcel LeBrun, senior vice president of social products for the Salesforce ExactTarget Marketing Cloud. "This is not an integration of two things cobbled together. It's a brand new product. We wanted to build something beautiful from a user experience."
| Tuesday Jan 21, 2014
Oracle's $1.5 billion acquisition of Responsys last month is the company's attempt to fill its “major gap” in the marketing technology space, an Oracle competitor told CMSWire.
“This announcement continues to provide validation and further attention to the importance of the marketing technology space,” Suresh Vittal, vice president of strategy at Adobe Campaign, told CMSWire. “However at its core, Oracle is a CRM company and doesn’t understand marketers’ daily issues. It realized it was missing market share. Through another acquisition, it is trying to fill a major gap as the stakes are continuing to increase.”
| Thursday Jan 9, 2014
A whopping 98 percent of marketers are maintaining or increasing their spend in 2014 — and that increased spending is mostly going to data and analytics and marketing automation, a new ExactTarget survey concluded.
The biggest surprise in the 2014 ExactTarget State of Marketing Report is that while 80 percent of marketers think mobile affects them, only 40 percent have a mobile app, Kyle Lacy, senior manager, global content marketing and research at ExactTarget, said in an interview. "Lots of people say they need it, but not that many do it," he said.
| Monday Jan 6, 2014
What company is next after Oracle’s $1.5 billion purchase of marketing cloud vendor Responsys? Some company for sure. And the next buy will come sooner rather than later, analysts told CMSWire.
The Redwood City, Calif.-based software giant's latest acquisition comes during a time of industry transformation.
“Marketing will be an extremely rich area of merger and acquisition activity for the foreseeable future,” said Robert Brosnan, principal analyst at Forrester.
| Friday Dec 20, 2013
Exactly a year to the day after Oracle announced its $871 million buy of marketing automation company Eloqua, Larry Ellison and company announced plans to acquire marketing cloud player Responsys for $1.5 billion.
| Wednesday Nov 20, 2013
Salesforce is going with the moniker Internet of Customers to define its strategy of connecting the world's smart devices. That focus was again on display during the Marketing Cloud keynote today at Dreamforce 2013 in San Francisco.
ExactTarget leaders Scott Dorsey and Scott McCorkle presented the talk, Market 1:1 with Your Customers to Grow Faster.
| Tuesday Nov 19, 2013
While Salesforce and other sales and marketing oriented businesses want marketing to become more social, the demand just isn't there yet in the B2B space. In the consumer world, it's a different story.
But B2B marketing is not focused on the same things, Adam Blitzer, vice president and general manager of Pardot said in an interview at the Dreamforce 2013 conference in San Francisco.
| Thursday Sep 19, 2013
With marketing automation vendors, today’s competition is driven by, well, competitors combining.
We’ve seen a flurry of product integration and merger activity as of late, and this week sees another partnership that intends to boost each company’s digital marketing story.
| Thursday Sep 19, 2013
| Wednesday Sep 18, 2013
Webtrends is hot. Its real-time data solutions and marketing campaign analytics technology are popping up all over the place, and today it's in the news again with the launch of its Campaign Streams app for ExactTarget users.
| Tuesday Aug 27, 2013
Digital marketers these days are awash in data. In the first Forester Wave report on the subject, the industry research firm tries to sort out the current state of data management platforms (DMPs).
| Monday Aug 26, 2013
Social media is an important part of small and medium sized business (SMB) marketing strategies and these organizations should be making sure that content and knowledge come first.
| Monday Jun 10, 2013
If the Leader’s Quadrant in Gartner’s Multichannel Campaign Management Magic Quadrant (MCCM) is unchanged since last year, there are still some very impressive offerings in the other quadrants.