ExactTarget's $95.5 million acquisition of marketing automation company Pardot last week reflects a maturing email services marketplace, where companies are aggregating increasingly sophisticated
services into a single platform in order to obviate the customer need to piece together a best-of-breed solution with multiple providers. Marketing automation in particular underscores the move
towards individually targeted emails, which reach customers at the peak of engagement and command higher click rates.
Read the whole story at Direct Marketing News »