salesforce.com announced it has completed its acquisition of ExactTarget, a cloud marketing platform that’s used by more than 6,000 companies including Coca-Cola, Gap and Nike.
By combining ExactTarget's digital marketing capabilities with salesforce.com's sales, service and social marketing solutions, salesforce.com says it will create a marketing platform across email, social media, mobile and the Web.
The dramatic increase in consumer and business use of social networks, mobile devices and new digital technologies is causing a revolution in marketing, the company says, as budgets previously spent on traditional media are now moving to digital campaigns.
With the acquisition, Salesforce.com customers will be able to extend their investments in sales, service and social marketing with access to a comprehensive marketing automation platform. ExactTarget's customer base will have access to new social marketing capabilities and be able to leverage salesforce.com's sales, service and platform offerings.
"The CMO is expected to spend more on technology than the CIO by 2017," Marc Benioff, chairman and CEO of salesforce.com, said in a statement.
The acquisition of ExactTarget will accelerate the growth of the Salesforce Marketing Cloud, salesforce.com says. The combination of ExactTarget's marketing automation and campaign management capabilities with salesforce.com's social marketing solutions will create a new marketing platform choice for CMOs.
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