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European eMarketing Software MarketsProduct Type: Market Research ReportPublished by: Datamonitor Published: May 2001 Product Code: R313-9003 Description As organisations invest more in CRM, they are finding out more and more about their customers. This wealth of customer information has real effects on the quality of a marketing program and therefore on the bottom line. Moreover, new channels such as mCommerce and the Internet enable eBusinesses to accurately understand and successfully market to their customers. Datamonitor's new report 'European eMarketing Software Markets to 2005' examines the eMarketing phenomenon in great detail. Not only does the report detail opportunities in Campaign Management, Marketing Intelligence and eMarketing, it also highlights key vertical and geographical market growth, as well as discussing the competitive landscape.Table of Contents TABLE OF CONTENTSEXECUTIVE SUMMARY Marketplace Trends Multi-channel marketing One-to-one marketing Permission marketing End-user focus Integration Opportunities Action points eBusinesses Campaign management software vendors eMarketing software vendors Marketing intelligence software vendors Generalist CRM software vendors MARKETPLACE Introduction Structure of report CRM Historical context What is CRM? Unified view of the customer A multi-channel environment CRM technologies Conclusions Marketing Traditional marketing How can technology help? What is eMarketing? Measurement and accountability: Campaign management software can help marketers accurately track the costs of creating and running their campaigns. It can also help measure response rates and effectiveness. Combining these two metrics allows a better understanding of the return on investment of a marketing effort. In a climate in which businesses are looking more closely at where they spend their money, these metrics help marketing departments account for their budgets. Marketing software segmentation How does marketing software fit in with the rest of eBusiness? TRENDS Multi-channel marketing One-to-one marketing Permission marketing Differences between B2C and B2B End-user focus Integration across the enterprise Pricing and product delivery Summary OPPORTUNITIES Introduction Marketing technology overview Campaign management Introduction Core functions Market size forecasts Key growth drivers Conclusions eMarketing software Introduction Component technologies Market size forecasts Key growth drivers Conclusions Marketing intelligence Introduction Component technologies Market size forecasts Key growth drivers Conclusions COMPETITIVE LANDSCAPE Introduction Competitive profiles Annuncio ATG Brio Broadbase Broadvision Business Objects Chordiant/Prime Response Engage E.piphany Gentia Hyperion iLux Intrinsic Macromedia/Allaire Marketfirst Marketsoft NCR NetGenesis NetPerceptions Nortel Networks Onyx Oracle Protagona SAS Institute Seagate Software Siebel SPSS Talisma Unica Vignette XChange Applications Conclusions ACTION POINTS Introduction eBusinesses eBusinesses must understand that there is a difference between eMarketing and marketing in the Internet environment eBusinesses must strive to communicate with their customers on a one-to-one basis eMarketers must adapt to changing customer attitudes eBusinesses must learn to market in a multi-channel environment eBusinesses must become customer-focused eBusinesses must realize that marketing is at least as important as sales and service Campaign management software vendors Campaign management software vendors must ensure that their solutions can operate across channels Campaign management software vendors must work to enable dynamic marketing with real-time updates Campaign management software vendors must understand the importance of data and integration Campaign management software vendors must develop meaningful partnerships Campaign management software vendors must extend the scope of their target markets Campaign management software vendors must continue to embed knowledge in their products Campaign management software vendors must not overstretch themselves eMarketing software vendors eMarketing software vendors must form partnerships with other marketing and CRM vendors eMarketing software vendors must adapt to new technologies, such as mobile telephony Web personalization software vendors must prove the value of their products. People know the theory, show them how it works in practice Web personalization software vendors must concentrate on developing their technologies to really make the most of the opportunities presented by new media. Web analytics software vendors must ensure that they integrate with the software that makes use of the information they provide Web analytics software vendors must ensure that there is enough intelligence in their products to provide actionable insight and avoid a 'data deluge' eMarketing software vendors must pay more attention to balancing revenues and costs and providing a clear path to profitability as Internet investment dries up Marketing intelligence software vendors Marketing intelligence software vendors must ensure that they provide tools that marketers can use without too much specific training Marketing intelligence software vendors must ensure that their products can accommodate the vast amounts of data provided by website interactions Marketing intelligence software vendors must ensure that their solutions can integrate with campaign management and CRM software Marketing intelligence software vendors must continue to develop solutions for the lower-end of the market Marketing intelligence software vendors must increase customer awareness of the benefits of their products Generalist CRM software vendors CRM software vendors must realize the importance of marketing to the CRM value proposition CRM software vendors do not have their own marketing solutions must partner or acquire to add marketing to their portfolios APPENDICES Methodology Complementary research Datamonitor services CRM SPPs Consultancy (c) Datamonitor 2000. 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