As consolidation gains speed in the marketing software space, Ray Wang, principal analyst and CEO of Constellation Research, says it’s not so much about transactional applications as it is building out engagement and experience.
“When you’re starting with a marketing record [like Adobe] and putting together a view of the customer, they can actually score and conduct lead nurturing across channels, which you couldn’t do before,” he comments to AdExchanger. “There are a tremendous amount of cross-sell, up-sell capabilities they… [can do now] between Omniture and Neolane.”
Prior to their move to purchase Neolane, Adobe was built more for “single-purpose” usage, such as “just email or just Web or just commerce,” Wang said. What it didn’t have was the ability to cut across all these digital channels and drive performance in the marketing funnel, which it now does, he said.
“Our heritage from day one has been the content and our rich creative heritage,” Belkin says. “The opportunity, for us, is to allow brands to deliver a consistent customer experience across multiple channels in a singular and unique way … We will continue to move along on our offensive and others may choose to follow us, but we think our strategy is validated by other actions in the market and we will continue executing on it."
According to Ken Allen, a managing director at private equity and investment banking firm Blackstone, "the major marketing stack players are going one-by-one through the various channels and acquiring solutions where they lack them. The natural end-point of this trend is a world in which a small handful of marketing clouds exist that have the full range of channel capabilities across paid, owned, and earned media."