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The financial crisis at the end of the last decade forced marketers to shift the core of their messaging to value and consumers' values, said John Gerzema, chief insights officer at Young & Rubicam. Brands that interact with consumers via social media are also thriving, he added.
The Holy Grail of marketing is the data-driven social Web, which gives marketers the ability to communicate en masse with consumers while tailoring their messages to each individual, Ellen Levy, VP of strategic initiatives at LinkedIn, told attendees of the Adobe Omniture Summit 2011 on March 9.
HP has agreed to acquire Vertica, an analytics platform provider, the companies said February 14. The deal is expected to close in the second quarter of HP's 2011 fiscal year, which will end April 30. An HP spokesperson told Direct Marketing News that "it's too soon to tell if Vertica will retain its brand" and added that "employee decisions will be made at the conclusion of the acquisition process."
Technology company Adobe Systems acquired data management platform provider Demdex on January 18. Adobe will incorporate the company into the Adobe Online Marketing Suite and discontinue the Demdex brand.
Josh James, founder of analytics company Omniture, will resign as SVP of the Omniture Business Unit at Adobe Systems at the end of this month. Adobe bought Ominture last fall.
24/7 Real Media has partnered with Omniture to update its Open AdStream Web ad management platform, and integrate it with Omniture's SiteCatalyst tool. The goal of the integration, effective March 9, is to make ad buying more targeted for publishers and advertisers by combining analytics and ad serving.
Omniture and Facebook extended their advertising partnership on March 3 to allow marketers to both buy media and track its effectiveness on the social media site. The platform will debut at the end of this year.
Company of the Week
Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.
Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...