Much has been made of the focus on customer data platforms (CDPs) from tech heavyweights Salesforce and Adobe so far in 2019.
Above all, this latest trend shows a growing need for marketers to create a unified profile of their customers.
Email management platform Campaign Monitor has seen significant expansion in recent times – acquiring a number of martech offerings through its parent company CM Group – and it is planning to join this party.
“It’s very important to understand the customer,” Campaign Monitor global CMO Shane Phair (pictured) tells B&T.
“As we move forward, I think we are going to start making investments to really be part of that story that Salesforce and Adobe are telling.
“We started the journey as really the one piece. But as we continue forward with M&A, we’re going to finish that thought and really be part of that conversation in terms of ‘how do we look at the customer?'”
As suggested by Phair, CM Group is building a mega martech offering through an aggressive M&A strategy.
It has so far snatched up cross-channel experience management platform Sailthru, real-time email personalisation solution LiveClicker and cross-channel marketing platform Vuture in 2019.
The Sailthru acquisition, in particular, introduces “a lot of the elements” to help CM Group build its overall offering when it comes to customer profiling.
The transformation of Campaign Monitor can be traced back to a garage in Sydney’s Sutherland Shire.
Founded in Sydney in 2004, the Sydney Morning Herald described Campaign Monitor as “the biggest Australian tech company you have never heard of” after it was acquired by US private equity fund Insight Venture Partners in 2014.
Since the acquisition, Campaign Monitor and CM Group, now headquartered in Nashville, has been looking to create a balanced offering for marketers around the world.
“Our goal is to provide an email marketing solution for customers of every size,” says Phair. “No matter the level of complexity or sophistication.”
“That really drives our strategy in terms of how we build products and how we make acquisitions.
“This industry is evolving, it’s becoming more niche.
“We need to either develop technology in-house or acquire adjacent technologies to be able to provide customers with that scale of choice within what they want to utilise from a marketing platform.”
With its roots in email marketing, Phair explains the strategy is often to bring customers in with its email offering and then provide more complex solutions involving AI and so on when the time comes.
“I think we’re one of the only platforms and companies that offer customers that ability to scale,” Phair says.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.