European eMarketing Software Markets: Industry Research Report

European eMarketing Software Markets

Published Date: May 2001

Published By: Datamonitor

Page Count: 136

Order Code: R313-9003

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Description

Table of Contents

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TABLE OF CONTENTS
EXECUTIVE 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. All Rights Reserved.

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