Marketing Automation News & Analysis
| 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.”
| 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.
| Monday Dec 30, 2013
What was hot in digital marketing this past year? You tell us. In fact, you've told us. We've collected the top most popular stories with our audience for digital marketing. So, without further ado...
| Thursday Dec 26, 2013
You should not underestimate the power of search. And by search, we really mean find.
Without providing ready access to information, businesses are basically making their employees work with one arm tied behind their back, with blindfolds on. Martin White has been championing search as a business critical application on our site for a few years now, but in practice since his schooldays.
| 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.
| Thursday Dec 19, 2013
Marketo's acquisition of Insightera has created a bit of buzz in the past week. CMSWire has already shared why Marketo leadership thinks the Insightera buy is a good deal and what industry insiders think the acquisition means for the market. Today, we talk with Lori Wizdo, principal analyst and marketing automation specialist for Forrester Research, for her take on the implications of the buy.
| Wednesday Dec 18, 2013
Real time personalization for websites is the “next frontier” of marketing, according to Karl Wirth, CEO/founder of Evergage. In that sense, Marketo’s acquisition of Insightera makes sense, he told CMSWire.
“As marketers, we spend a lot of money — I’m looking at you Adwords — and time — yes, a keyword optimized blog a day takes time — driving people to our websites,” said Wirth, whose company offers real time web personalization. “We are inventing new ways to drive traffic to our sites, but our sites have stayed static.”
| Tuesday Dec 17, 2013
Marketo's vision has consistently been about multichannel relationship marketing. And last week’s acquisition of Insightera will advance that, according to Jon Miller, vice president of marketing content and strategy and a Marketo co-founder.
Miller talked to CMSWire this week after the $19.5 million acquisition of the Israel-based real time personalization web and mobile platform. Combining Marketo’s behavioral data, targeting and multichannel engagement engine with Insightera’s capabilities is what the "marketing platform of the future looks like,” Miller said.
| Thursday Dec 12, 2013
Cloud-based marketing provider Marketo scooped up a real time personalization platform for websites and mobile applications with its US$ 19.5 million acquisition today of Insightera. So what does this mean for Marketo and the marketing automation space?
| Wednesday Dec 11, 2013
Remember the SIMS — a strategic life simulation video game? But have you tried the SIMS for marketing. That’s the idea behind marketing mix modelers like ThinkVine, whose cloud-based platform is now out with a new release.
The ThinkVine service sets up simulated consumers or “agents,” based on actual US census, media consumption, purchasing behavior and other data, and then provides tools so B2C marketers can test different combinations of campaign budgets, channels, coupons, targeting strategies, timing and other efforts, at product, segment or tactical levels.
| Tuesday Dec 10, 2013
Marketing automation is heavily invested in B2B.
Big industry players like Oracle-Eloqua, Marketo, Adobe (Adobe Campaign via recently acquired Neolane), Silverpop, Salesforce.com (via recently acquired Pardot) and Act-On drive the majority of their revenue from companies who sell to other companies (B2B) rather than to companies who market to consumers, according to Lori Wizdo, principal analyst for Forrester Research.
“But, not all of their revenues,” Wizdo said.
| Wednesday Nov 20, 2013
Marketing automation vendor Silverpop updated its mobile strategy this week at Dreamforce 2013 in San Francisco.
So yesterday, CMSWire.com caught up with Bryan Brown, Silverpop president of product strategy, to learn more about the Mobile Connector and its benefits.
| 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.
| Wednesday Nov 13, 2013
Software vendor Vocus is out with the next generation of its cloud-based marketing and publicity suite, Vocus Marketing. Targeted at medium-sized businesses, the update adds mobile landing pages, campaigns, social customer relationship management (CRM) and enhanced tracking. The new features enhance the ability to pitch, track, personalize and analyze customers in campaigns, across a variety of digital touch points.
| Tuesday Nov 5, 2013
Australian web content management system provider Elcom is expanding its elcomCMS integration points to some industry heavy-hitters: Marketo, Salesforce.com, SugarCRM Box and Google Drive. A company representative told CMSWire.com that it’s priced for the mid-market with enterprise feature and capabilities.