The evolving marketing technology landscape

It has been very interesting to watch the quickly evolving marketing technology landscape with new companies coming on the scene, Marketo launching an IPO earlier this year, Eloqua being acquired by Oracle, Salesforce.com’s recent announcement to purchase ExactTarget + Pardot and more recently, Adobe’s acquisition of Neolane. This activity underscores the rapid innovation occurring to serve the ever shifting needs of today’s marketers as well as the growing role marketing plays in the overall customer journey.

There are a number of trends marketers need to be aware of…

At a macro level, it’s interesting to see how a number of marketing technology companies are constantly changing their branding and messaging to align with the newest trend while others stay firmly focused on what they know has and continues to work. It reminds me of one of my favorite quotes by Wayne Gretzky, “I skate to where the puck is going to be, not where it has been.”

Recently the Right On Interactive team celebrated it’s 7th anniversary. The first three years were spent working with some great brands that were highly innovative with their marketing programs, what we call fashion forward. Four years ago the founders of Right On Interactive sat down to evaluate the common thread which was helping our clients to be successful and distilled it down to our philosophy of Customer Lifecycle Marketing (think Customer Journey + Engagement with your brand). We devoted all our time and attention on building a SaaS solution to make it easy for companies to deploy this philosophy.

Along the way we bundled up our ideas, philosophy, algorithms and technology and submitted a patent application in January 2011. For anyone who has gone through a patent application, you know it’s a very long & challenging process. That said, I was very excited to see our patent has officially been awarded. What’s more, I’m discovering we were very fashion forward and are now in an enviable spot with regards to where our thoughts on Customer Journey + Engagement with your brand are very relevant for today’s modern marketers.

Let me know if you would like to have a conversation to learn more about how Right On Interactive is helping marketers to redefine their marketing programs.

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