Around the Net
ExactTarget's Pardot Acqusition Reflects Maturing Market
- Direct Marketing News, Monday, October 15, 2012 4:54 PM
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.
