Adobe/Omniture Deal Set to Shake Up Online Marketing
Forrester believes that while the vision holds promise, it’s no slam dunk.
Excerpts from Adobe’s Acquisition Of Omniture Rocks Online Marketing
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dobe’s (ADBE) acquisition of Omniture (OMTR) for $1.8 billion looks set to shake up the online marketing world, according to Forrester Research analysts Suresh Vittal and John Lovett.
In their analysis of the deal, they write that “We think the agreement has promise although we bet neither Adobe nor Omniture quite knows what they’ve gotten themselves into.”
Whether this acquisition succeeds or fails, the deal itself will catalyze change for the customer intelligence and interactive marketing disciplines.
- Optimization will become an even bigger deal.We expect vendors to scramble to start optimizing yet-unoptimized parts of the online advertising value chain. So far, vendors like Invite Media, MediaMath, Tumri, and [x+1] are leading this charge by optimizing ad buying and serving.
- Marketers will race to add customer intelligence skills. This Adobe/Omniture deal will launch a swarm of new analytical and optimization technologies.
- Omniture’s online marketing suite vision will take a back seat.But rest assured, we don’t see overall market progress toward the online marketing suite slowing. Many different vendors like Aprimo, Coremetrics, Lyris, Responsys, Sitecore, and Unica are already integrating technologies for the online marketer.
- Web analytics competitors will steal customers. We expect Coremetrics, Unica, and Webtrends to aggressively pursue Omniture’s customers.
- Web content management (WCM) vendors will redefine themselves.… we think content management vendors like Autonomy, EMC, and Open Text will acquire marketing automation, Web analytics, or social media monitoring vendors to improve analytics, optimization, and execution.
For the latest analyst comments, see Alacra Street Pulse.
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