Top Mergers and Acquisitions Affecting the Marketing Industry
With consumer expectations getting higher and higher, marketers need to be able to do it all. Social listening, personalized messaging, creating content … you name it, marketers need to be doing it. It’s a daunting task. However, advances in marketing technology can help make all of this possible.
The marketing technology industry is a space full of activity. Kevin Souers, chief product officer at Aprimo, notes that there are more than 3,800 marketing tech solutions available currently — up from just 1,800 in 2015. With that many solutions comes a lot of movement in the form of mergers and acquisitions.
Here’s a look at some of the most important mergers and acquisitions so far this year.
1. Verizon Acquires Yahoo
In June, Verizon shareholders voted to purchase Yahoo’s core Internet assets for $4.48 billion. Yahoo and AOL will now form a new digital company under Verizon called Oath, covering some 50 media brands and 1 billion people globally.
The sale of Yahoo seems to be a sign of the massive consolidation that is happening in online media and content. Companies are looking for ways to bring together multiple audiences in order to better compete with Google and Facebook.
2. Adobe and Microsoft Join Forces
Earlier this year, Microsoft and Adobe announced they were teaming up to create a shared data format between Adobe’s marketing software suite, which the company is re-naming “Experience Cloud,” and Microsoft’s sales software, called Dynamics, allowing the software systems to work together seamlessly. Marketers using the Experience Cloud or Dynamics will be able to go beyond the current software silos they have to navigate today. In the future, Adobe Systems Chairman, President and CEO Shantanu Narayen believes the partnership will allow for automated sales and marketing with artificial intelligence (AI).
3. Salesforce and IBM Launch Partnership
Back in March, Salesforce and IBM announced a plan to launch joint solutions that leverage AI. The partnership brings IBM Watson and Salesforce Einstein together to provide marketers with a new level of CRM to accelerate decision-making and drive better customer engagement. The partnership will bring new insights from Watson directly into the Salesforce Intelligent Customer Success Platform, combining deep customer insights from Salesforce Einstein with Watson’s structured and unstructured data across many sources and industries, including weather, healthcare, financial services and retail.