What effect will the recent spate of mergers and acquisitions have?
The marketing technology space will see heightened activity – consolidation as well as new entrants and expanded functionality from existing players – as vendors seek to expand their reach in linking customer data, marketing activity and the enterprise. This integrated approach to marketing infrastructure has been termed the “Marketing Technology Backbone” by Elana Anderson of Forrester. As technology becomes a critical factor in marketing because of fragmenting audiences, increasing accountability in marketing departments and the explosion of data, vendors will develop or acquire new capabilities to meet this challenge. Mergers and acquisitions will remain prevalent in the marketing services industry as marketing service providers recognize the importance of value-added services alongside commodity offerings. An integrated offering is what marketers are looking for but have found it surprisingly difficult to find. Any trends that will affect database marketers this year? Recent years
