Emailvision seems to not be lacking for vision when it comes to social media marketing. The Email Service Provider announced last week it has acquired social media marketing operation ObjectiveMarketer (YouTube interview below).
Emailvision’s acquisition of ObjectiveMarketer won’t be the last of this we’ll see this year. Its possible 2011 may be open season for social media marketing firms and developers with experienced Email Service Providers doing quite a bit of the hunting.
The role of marketers in the corporate world is evolving and many of them are becoming more and more involved in community management. Cross-channel combination of interaction carriers and mutual strengthening based on customer behavior, preferences and digital signals are a trend (which was far from the case when this blog started).
The acquisition seems to be a step towards providing a more robust stable of services all in one package from Emailvision.
Nick Heys, CEO of Emailvision said: “The acquisition of ObjectiveMarketer is an incredibly exciting step in the evolution of both Emailvision and online retention marketing. Social media has rapidly evolved from becoming a personal habit to a business- critical form of communication and revenue generation for brands. Online marketers need to manage marketing programs across all of the major social media channels. It’s also evident that many email marketers are increasingly required to be community managers; they need the tools that can rapidly help them to adapt to this new role. Working together, Emailvision and ObjectiveMarketer will provide an industry first for these professionals by giving them solutions that automate campaign management and provide measurable results across every major online marketing channel.”
Heys sees ObjectiveMarketer’s social capabilities as a good compliment to Emailvision’s flagship product, Campaign Commander, which manages email and mobile marketing campaigns. Emailvision claims 3,000 customers who send approximately 4 billion emails per month.
J-P De Clerck
J-P De Clerck is a 360 degrees interactive marketing consultant and serial bloggers, specialized in the cross-fertilization of online channels and interactions. His areas of expertise include email marketing, social media marketing, search engine marketing, content marketing, web analytics and conversion optimization. He manages several blogs and online communities regarding various interactive marketing and media topics.