The news today that ExactTarget has acquired CoTweet and their Twitter CRM technology, has already dumped a great deal of grist into the mill for tweeters and bloggers to analyze just what it all means. Some will point to this as being another sign that social marketing is replacing eMail marketing and while provocative, that couldn’t be more wrong.
The fundamental truth that many seem to missing in all of this debate regarding social and eMail marketing is that they are both social – by definition any kind of communication between two humans is in fact, a social interaction. The methodology for that communication may take different forms but, the reality is that communication (in all it’s myriad forms) is how we socialize.
It makes perfect sense that both eMail marketing companies and social marketing companies will form alliances or directly acquire, knowledge which facilitates better communication and a wider reach for their messages.
ExactTarget is making a smart move to strengthen their grip in the worlds of both social and eMail. By combining both, this gives ExactTarget more horsepower to track the interactions between people via social and eMail channels. It gives them a leg up in the industry with a direct link into the power of social and it’s one step further towards integrating eMail and social marketing. It wouldn’t surprise us at all if the next target for ExactTarget is some kind of video streaming platform to help advance video eMail marketing technology.
Are we on target or off? We’d like to hear your take as well. Post your comments!
Takeaway: Since email is a social medium, it’s no surprise that alliances and acquisitions are being made to integrate it with channels such as Twitter.
For more insight, check out this video of ExactTarget CEO Scott Dorsey discussing the deal with CoTweet founder Jesse Engle.