Well, I often said it before: I’m not really a news blogger.
I guess you all know by now that earlier this month ExactTarget has acquired CoTweet, as they said “to create the industry’s most comprehensive solution for companies to connect with customers”.
OK, that’s the PR. You know that the deal has everything to do with the topics this blog is about: the convergence (or call it omnichannel cross-fertilization) of email, mobile, social media and what not.
According to the official PR “the acquisition creates the first enterprise solution to manage social media, email marketing and mobile marketing by combining the power of ExactTarget and CoTweet”.
Let’s say it’s a significant move by ExactTarget that is not the first and surely not the last company that will move towards this multi-channel, omni-channel or whatever-channel evolution.
I know I’m pretty late to call this a news, but I post it anyway, because I just stumbled on the YouTube interview where the folks (well, the CEOs) of ExactTarget and CoTweet explain the acquisition, more importantly talk about the “why” and are happy and excited (really very excited, you feel the love).
There is also some permission marketing, one-on-one communication, relevance, authenticity, etc. going on at the end.