Collaboration Cast

This last week, Alterian, a provider of marketing resource management and enterprise marketing management software, announced that it intends to acquire Mediasurface, a Web content management (WCM) vendor.

 

Mediasurf will be acquired for $35.6 million.  Now a part of Alteria, Mediasurf  will have the opportunity to sell into 1,000 marketing departments and leverage a network of 100 channel partners across 26 countries.

 

 Alterian’s goal from the acquisition was to provide a platform to allow business units to take control of their Web content authoring and help turn “visitors” to a Web site into “users.” The move empowers marketing managers to have greater control of their web campaigns, visibility into their campaign progress, success in driving their online sales, and ability to report on a campaign’s ROI.

 

This latest consolidation marks the beginning for further consolidation in this space.  In the end, my bet is that the analytics, enterprise marketing management, content management, and social software vendors will primarily consolidate to create a single platform that can drive and show ROI for web investments.

 

It will not only be interesting to see the success from this acquisition, but to see how the market consolidates.

Tags: Acquisition, Consolidation, Enterprise Marketing Management, WCM

This entry was posted on Wednesday, July 16th, 2008 at 3:50 am and is filed under Community, Content Management, Enterprise Marketing Management, Media, web content management. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.