2011 was a big year for marketing technology

Scott Brinker

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• Marketing

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• Publié par: Pub.Buzz
• Publié le: 17 janvier 2012
• Nombre de lectures: 66
• Langue: English

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2011 was a big year for marketing technology

By Scott Brinker

The Jordan, Edmiston Group, Inc. (JEGI), a leading investment bank in the marketing space, issued a report yesterday of 2011 M&A activity across media, information, marketing services and technology sectors.

JEGI reports that those sectors "saw nearly 900 transactions in 2011 totaling $47 billion, a 9% rise over 2010."

From a marketing technology perspective, themarketing and interactive services sectoris the most interesting, which had "291 transactions announced at a total value of $15.1 billion in 2011, up 17% and 33%, respectively, over 2010."

Some of the notable Q4 transactions in marketing technology included:

 Oracle's acquisition of RightNow Technologies for $1.5 billion  Oracle's acquisition of Endeca Technologies for $1.1 billion  Neustar's acquisition of TARGUSInfo for $650 million  Adobe's acquisition of Efficient Frontier for $400 million  Yahoo's acquisition of interCLICK for $251 million  SDL's acquisition of Alterian for $104 million

I'd also add that 2011 was a particularly big year for investment—or planned public investment—inmarketing automation. In August, Eloqua filed to go public. In November, ExactTarget filed to go public, and Marketo raised an additional $50 million (a grand total of $107 million raised so far). Back in March, HubSpot raised an additional $32 million (a grand total of $65 million raised).

What does 2012 have in store?

According to JEGI, "The media and technology markets continue to evolve at a torrid pace, and companies are increasingly seeking assets to drive growth and provide new revenue streams. JEGI expects that a diverse and active pool of buyers, including both strategic companies and private equity firms, both of which have access to capital and will benefit from a steadily improving debt financing market, will drive vigorous M&A activity in the year ahead."

Add in the Eloqua and ExactTarget public offerings early in 2012, and I think it's safe to say that 2012 is going to be an exciting year for the marketing technology ecosystem.