Marketing Technology
Our blog contains short snippets from our full research coverage. We release new content regularly, so check back often for the latest insights.
Company in Spotlight: NewsCred
Content marketing technology has quickly become one of the significant pillars of the marketing automation industry. According to a recent Entrepreneur.com article, 70% of consumers prefer getting to know a company through content marketing than through advertising. I interviewed one of the companies in the content marketing sector, New York-based NewsCred (newscred.com), to learn more about its product and service in helping brands connect with consumers.
Company in Spotlight: Sailthru
The rise of marketing automation technology enables brands and businesses to deliver more personalized experiences to their customers, thus increasing conversion rates and overall revenue. One of the innovators in the marketing automation software sector that I recently interviewed is the 6-year old company Sailthru (www.sailthru.com), which raised $48 million in the last three rounds and has 160 employees across New York, San Francisco, and London.
Company in Spotlight: Elite Email
Email marketing is becoming an increasingly significant part of businesses’ marketing endeavors, as companies seek to reach their user base through email newsletters, product update notifications, promotions, and various other communications. One of the companies in the email marketing sector that I examined recently was Toronto-based Elite Email (www.eliteemail.com), which just celebrated its 11-year anniversary.
Company in Spotlight: GreenRope
A recent Business2Community post named "7 Facts About Marketing Automation" predicts that the adoption of marketing automation technology is expected to increase by 22% by 2015. As businesses worldwide began adopting marketing automation to generate more leads and increase productivity, more companies offering such technology began appearing on the horizon. I interviewed one of the players in the marketing automation software category, GreenRope (greenrope.com), to learn more about its product and position in the marketing automation sector.
Company in Spotlight: Fity Social Media
Social media marketing has become an increasingly important category within the marketing automation sector. I recently interviewed one of the innovators in the category, Pennsylvania-based social media management company Fity Social Media (fitysocialmedia.com).
Introducing the Marketing Automation Scan
The marketing automation industry has seen significant growth over the last 3 years. The industry covers a broad range of companies, software, and tools that allow marketers to automate the process of inbound and outbound marketing to increase the efficiency of generating and converting leads. Being the sector analyst of marketing automation, I have examined the industry in depth to cover the established giants and the up-and-coming stars. The Marketing Automation scan is divided into the following categories:
The Bull Case for Beacon
In the past year I’ve been hearing quite a bit about “Beacon” such as — Shopkick piloting its shopBeacon for in-store marketing, PayPal using their own beacon for hands-free check-ins and payments, and Qualcomm pushing its Gimbal SDK for developers.
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