Marketing technology has evolved in multiple ways, originating in spreadsheets, databases, contact management tools, graphic design software and word processing. The Internet accelerated the process, turning an evolution into a revolution. And the result was a jumble of tools and systems, each seemingly dedicated to solving a section or two of the marketing process. Some of these tools are known in the tech world as “point solutions” and focus on a single activity or segment of what marketers do. Email, for example, or lead scoring. Others attempt to automate large swaths of the process.
Marketing technology has exploded in the past three years. According to Chief Marketing Technologist, as many as 1,876 tech companies are battling it out for your dollars in 2015, nearly doubled in number from last year. The largest single category in marketing tech is marketing automation, with no fewer than 211 solutions available today.
Picking up on my previous blog post, marketers have a lot of work to do, too, with consumers. Yes, we have 45-plus years of effective self-regulation on our side, and we've navigated fairly well into the digital and mobile age. We've kept self-regulation in marketing, more or less, intact where it comes to fair and free use of marketing data, even as the number of data users has grown extensively.
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.
Oracle said on Friday that it had agreed to acquire Responsys, an enterprise software company, for $27 a share in cash, or about $1.5 billion, not including debt. It's the latest acquisition for Oracle, run by Lawrence J. Ellison, and further extends the company's reach into the realm of online marketing. Responsys makes software that allows brands to coordinate their email, mobile, display and social advertising across the web. The price amounts to a 38 percent premium above Responsys’ closing stock price of $19.52 on Thursday.
Image caching happens when an image is saved on a local server. The hope is the time to display the image will be significantly shortened and the end-user experience will be better. If Google already has an image cached, it can serve it directly from a Google server eliminating the need to go to the original source. We believe this is just another step in the escalating “email experience wars” between Gmail, Yahoo and Hotmail. The initial fears were that senders would no longer be able to track opens, which are traditionally measured with the use of a small
If "data-driven marketing" could sport a manufacturer's label, it would be "Made in America," says Linda A. Woolley, the president and CEO of the Direct Marketing Association (DMA). But that's not the only reason U.S. legislators should support the practice, rather than trying to pass laws that will "muck around" with the industry that generated $156 billion in revenue and funded more than 675,000 jobs in 2012, she says, quoting statistics from research DMA released on Monday at DMA2013 in Chicago.
Personalizing digital ads has become a priority for marketers, as data has made them better able to segment and target their consumer base. And in general, consumers have shown a fair amount of receptivity to these personalized ads. In an August 2012 survey from ChoiceStream, 35% of US internet users said they would like to receive personalized ads or recommendations online. Depending on the format, consumers may have even come to expect a certain degree of personalization.
Emails with the word "alert" in their subject lines have a 38.1 percent higher than average open rate and 61.8 percent higher click rate, according to a recent study by British marketing firm Adestra. The keywords "free delivery" (+50.7 percent higher open rate, +135.4 percent click rate) and "bulletin" (+15.8 percent, +12.7 percent) also performed very well in the email campaigns analyzed. On the other hand, "report" (-23.7 percent average lower open rate, -54.8 percent click rate), "learn" (-35.5 percent, -60.8 percent), and "book" (-4.6 percent, -25.4 percent) had a negative effect
So, the new email inbox is now mobile. What does this mean? Connected consumers—the people with smartphones and tablet computers—check their email accounts more often and, in some cases, exclusively from these devices. In a joint presentation between Responsys’ VP of Strategic Services Richard Fleck and BrightWave Marketing’s CEO Simms Jenkins, the two spoke about how the changing email landscape must evolve to consider mobile and social access points. Each speaker touched on different aspects of email’s evolution