For years, the software and ad-tech worlds have traversed different orbits in parallel universes, similar to the way that "paid" media has successfully avoided intermixing with the "earned" media eco-system. This segregation is nearing an apocalyptic end as technology convergence rapidly accelerates, fueled by massive changes in consumer behavior, refocused product roadmaps of the marketing superpowers Facebook and Twitter and a fundamental shift towards overall CMO control of technology choice and budgets.
With Fortune 1000 CMOs projected to invest billions in marketing technology this decade, the tipping point is near and that's why Salesforce and Oracle snapped up Buddy Media, Vitrue, Radian 6 and Collective Intellect, and why my company, Syncapse, bought Clickable. If you look at the landscape, it's easy to understand why:
Social media is now the world's largest mass media.
One billion consumers are now reachable through social media channels. Marketers need to analyze reach, frequency and impact for this audience and they need to intertwine these metrics with existing business objectives. This need for integration extends well beyond the traditional marketing mix as CMOs struggle to operationalize CRM, marketing collaboration, loyalty, customer care, and acquisition across the new and fragmented social media eco-system...