Marketing is white hot. Last month, the CMO Council declared 2013 “The Year of the Marketer.” Earlier, Gartner had predicted that by 2017, CMOs will spend more on IT than CIOs do. Powered by customer-driven brands and data-driven insights, CMOs can now combine the art and science of marketing into better performance and greater accountability than ever before. Is it any wonder that mergers and acquisitions across the marketing space are heating up, as well? Of course, M&A activity in marketing technology has been building for some time. Last year, Google gobbled up Wildfire. Merkle added mobile shop 5th Finger...
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As any experienced B-to-B marketer knows, data quality is king. Because B-to-B prospect universes tend to be smaller and better defined than their B-to-C counterparts, identifying the right prospects and tailoring the marketing message to their needs is vital. You'd better know exactly what your ideal customers look like, where to find them, and what messaging they respond to. This means you need access to high-quality data.
2012 M&A Market Shows Dramatic Increase in Number and Value of Deals
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Burgeoning innovation, rising corporate investment and a year-end rush to beat the tax man drove robust mergers and acquisitions in 2012 for the media, information, marketing and technology sectors. M&A surged to 1,351 transactions for the year, or 50% more than in 2011, at a total value of nearly $75 billion, according to The Jordan, Edmiston Group, Inc.
