This article examines the ability of larger players in cloud
like Microsoft, Oracle and Adobe to fully understand how to harness social
media tools as they begin to acquire these smaller companies with the goal of
making a foray into social media marketing.
The large cloud computing providers/players have begun to
redevelop an appetite for an integrated digital marketing platform that
incorporates social media tools into their core. Given the previous record (failures)
of these companies in the early 2000’s with their first round of acquisitions
of social media companies and the lack of understanding of what these platforms
could do, there is a cautious optimism that this second attempt is less
disastrous. The hope is that the combination of factors - a more mature industry, time to better
understand how these tools work, an understanding of the importance of these
tools to the customer acquisition and advocacy lifecycle and the quantifiable impact
of an integrated social media utility for businesses – helps these big players
to integrate and utilize their acquisitions more strategically this time around.
While there is an ongoing, buzz about
consolidation and acquisitions in the industry at the moment, the direction of
these targeted acquisitions is yet to be determined, but everyone hopes that
the social media tools that eventually get snapped-up and integrated into existing
or new platforms by these players will enable all constituents to derive the
advantages of social media for their marketing clouds.
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