Why digital marketing companies have become tasty acquisitions

There have been several digital marketing acquisitions in the last few months. Cognizant acquired Cadient and Ensighten bought Anametrix, a marketing analytics firm, and Epsilon scooped up Conversant.

M&A activity has also been on the rise for better-known companies like LinkedIn, Priceline, IBM, Salesforce, PwC and Adobe. All of these companies had various drivers but the article explores whether or not there is a common reason, broadly speaking. LiquidHub CEO Jonathan Brassington, refers to this recent uptick in activity as “the merging of the Internet professional services firms.”

As the industry matures, it changes to adapt to the new environment and becomes more sophisticated. “the momentum is the shift of power from the enterprise to the consumer, [from] the Information Age to the Age of the Customer.”

Companies are rushing to build up customer service and access across multiple channels including “social, mobile, analytics, and cloud.” The industry is becoming saturated and therefore increasingly competitive so it is important, more than ever, to have a superior customer experience, or else, customers will leave.

http://venturebeat.com/2014/11/13/why-digital-marketing-companies-have-become-tasty-acquisitions/