Will the acquisition of Omniture by Adobe help individual customer engagement?

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Sep

2009

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Found in Agencies,General Marketing,Web Behavior Analytics,Web Content Management by David Eldridge

In the light of the announcement of Adobe acquiring Omniture, I thought it a good time to comment on the changes we are witnessing in the wider marketing landscape.

Alterian sees this announcement as a very positive acknowledgement of the fundamental shift from mass marketing to customer engagement – and one that will only heighten the coverage of this important transformation. It is also a strong indicator of the vision Alterian has been driving towards for some time (highlighted most recently by our acquisition of Techrigy).

The marketing landscape is converging, with the focus shifting to engagement through coordinating two-way communication and outbound marketing. The future of engaging experiences lies across all channels, content, platforms, and devices and marketers will require multi-channel analytics and execution in their technology platform.

As a result of these market developments, Alterian is also observing the emergence of the Customer Engagement Agency (also covered by Forrester) which combines strategy (and analytics), creative, and multi-channel execution into a holistic offering to their clients. Customer Engagement Agencies help marketers to leverage data to drive analytics, informing creative content, strategy and channel delivery. They also leverage technology to build efficient processes that allow their clients to collect data on their customers, analyse this data and then deliver a tailored campaign across a number of inbound and outbound channels.

Today’s acquisition shows a strong desire to enter the analytics side of marketing by Adobe, who want to make online content more engaging by integrating analytics into the content creation process. This is an important step. However, it is Alterians view that what is critical is how to maximise the value of an individual’s relationship with an organisation regardless of channel or stage in the customer lifecycle. Alterian firmly believes that the core of any marketing activity has to be the individual. It will be interesting to see if the acquisition of Omniture by Adobe helps clients with this core requirement.