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BizReport : Internet : September 06, 2016


Expert: M&A responsible for new tech launches

Growth and change in the digital space is always fast, but over the past six to eight months, that growth seems to have sped up even more than usual, especially in the marketing tech space. There have been new launches on a multi-weekly basis that promise to help brands better understand the space.

by Kristina Knight

Ask many experts what drives change in the digital space and they'll say customers. Consumers are always looking for the next big thing, and that keeps digital brands building and creating new offerings. That growth has been even stronger of late, and according to one expert it is not thanks to consumer interest but to mergers and acquisitions (M&A).

"[The growth that is occurring] is attributable to the M&A that is occurring. Industry giants such as Adobe, Oracle, and Salesforce.com continue to consolidate the market in order to bolster their current offerings and expand into new market segments. That continuous M&A drives newer start-ups to offer a market alternative (while also giving them a possible exit down the lines)," said Palash Misra, Director, Stax.

Misra believes an increased interest in e-, m-, and social commerce is also driving the latest round of growth, as C-level executives look for more ways to engage.

"Accordingly, marketing budgets are growing to fund and support firms' growing expectations. Social media marketing, digital commerce, marketing analytics, customer experience management, and ad operations/ad tech are all top areas for investment. And there is a rush to adopt many of these marketing technologies, by "checking the box". To that end, many new start-ups and early stage companies have launched as point solution providers. They specialize and differentiate on a specific category of marketing tech, and grabbing share of that expanding marketing budget in the process, by providing customers with new technologies, new data streams and/or workflows," said Misra.

Tags: digital marketing, digital marketing tips, digital marketing trends, Stax










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