Marketing 2.0: A look at the marketing automation landscape

In today’s world, intelligent, relevant marketing is typically achieved by using the campaign management and analytical tools provided by independent marketing automation vendors. These on-premise software applications sit on top of marketing databases and provide the segmentation and audience selection tools that marketers need to design and execute their marketing strategies. They’re invaluable for assuring that appropriate timely messages are delivered across a variety of customer communication channels.

 

Yet over the past year, we’ve seen most of the leading vendors lose their independence. Portrait Software’s acquisition by Pitney-Bowes in June 2010 was quickly followed by Unica’s acquisition by IBM, Aprimo’s acquisition by Teradata, GSI Commerce’s acquisition by eBay, SAS’s purchase of AssetLink and most recently SmartFocus’ acquisition by EmailVision. This land grab is both a testament to the viability and value these on-site vendors have provided.

 

While each acquisition was accompanied by statements of continued investment, innovation and expanded capabilities, what remains to be seen is how these acquisitions will actually play out in the marketplace. Will Unica’s products continue to be database agnostic? Or will they now be ‘tuned’ to IBM databases? Will Aprimo begin to work better with the Teradata data warehouse? Is Portrait soon going to be focused exclusively on direct mail?

 

However this might develop, questions will still arise around, who will now step forward with a focused offering for the mid-tier buyer? Is there an alternative to these complex, expensive enterprise-class solutions?