Trends Report

Revisiting The Online Marketing Suite

February 7th, 2011
With contributors:
Suresh Vittal , Molly Murphy

Summary

After several years of relative obscurity and false starts, the online marketing suite is poised to gain steam as marketers focus on resolving multichannel complexity and as vendors seek out new avenues for revenue growth. The online marketing suite defines itself through the integration of multichannel campaign execution, content management, and analytics into a single platform, but its true potential is enabled by a central hub incorporating management, measurement, data, and integration points. Several categories of vendors are converging on the online marketing suite, each from their own perspectives. Given the complexity and diversity of the interactive marketing environment, several variations of the online marketing suite will persist for the foreseeable future.

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