ExactTarget acquires CoTweet: What it means to social and eMail marketing

ExactTarget acquires CoTweet - what it means to email marketing

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.

Email Marketing Meets Social Media – ExactTarget & CoTweet from ExactTarget on Vimeo.

Meet the author:

Jeff Ginsberg

Jeff Ginsberg

20+ year email marketing veteran who wants to help NewBees BEEcome eMail Marketing Ninjas. Want to contribute to our blog? We are always looking for eMail Marketing Ninjas to come share their knowledge and help NewBees create and send better eMail messages.

Connect with me:

Share this page:

Share on linkedin
LinkedIn
Share on facebook
Facebook
Share on twitter
Twitter
Share on email
Email

Connect with us:

To stay in the know and get the best eMail Marketing information that will teach you how to BEE an eMail Marketing Ninja.

Comments:

Share this page:

Share on linkedin
Share on facebook
Share on twitter
Share on email

SUBSCRIBE
and learn the secrets that
eMail Marketing Ninja’s need

 

Your privacy is our privilege!
We will never rent, sell or share your data. 

SUBSCRIBE and get the secrets 
that marketers need to BEE an
eMail Marketing Ninja + download our
“eMail Design Mockup Tool”

Email Design Tool Free Download

Get the Secrets +
Download the eMail Mockup tool!

Your privacy is our privilege!
We will never rent, sell or share your data. 

This website uses cookies to ensure you get the best experience on our website.