Sitecore this morning bought its third company since raising $US1.2 billion earlier this year. The news that it has bought Moosend, a marketing automation and campaign management platform for brands such as Domino’s, Interpublic Group and Sephora, follows on from earlier swoops on Boxever and Four51.
The deal is expected to close by the end of May 2021.
According to Sitecore CEO Steve Tzikakis, “Moosend perfectly complements Sitecore’s industry-leading core offering to create a personalisation powerhouse for modern enterprises.”
Writing on a company blog he said Moosend’s marketing automation and AI-powered customer engagement features will streamline Sitecore’s ability to engage, nurture, and convert customer relationships to deliver personalised experiences across channels.
“The combined offering will make it easier for marketers to deploy and measure campaigns and automate workflows across the entire customer journey – a game-changer for the majority of brands not yet set up for lifecycle marketing, ” he claimed.
There are growing doubts in the marketing world about personalisation technologies, along with the rising concerns over data usage and privacy, and Tzikakis chose to address these head on.
“It’s worth acknowledging that broader trends around privacy – from new regulations globally to Apple’s tightened app settings and internet browsers eliminating third-party cookies – seem to disfavor data-driven personalisation. It’s a paradox of modern times: consumers expect brands to cater to them as unique individuals, providing a consistent experience everywhere and rewarding loyalty in deeper ways; at the same time, they want privacy first – more control over data, less confusion on how it’s used and an end to creepy targeting and algorithmically garbled messaging that only a bot would love.”
He said Sitecore’s view is that enterprise customers should take what he describes as a once-in-a-generation leaps forward in terms of human connection, customer acquisition, and brand loyalty.
“That’s why Sitecore is building the industry’s first fully integrated, end-to-end SaaS-based digital experience platform – to facilitate both the modern art and science of earning customer relationships through experience to make consenting to data-sharing an afterthought.”
This explains Sitecore’s recent buying spree . “Boxever’s customer data platform, which has long been architected for first-party customer acquisition and engagement, makes it seamless for brands to identify people in a cookie-less world; Moosend’s cloud-native, API-first platform helps teams move faster to capitalize on that data in sophisticated ways; and Sitecore ensures a great experience across every touchpoint – from beautiful content to best-in-class commerce via Four51.