ADOTAS – Offline advertising is hitting the skids so Alterian, an international integrated marketing platform provider, is making a big push online with the acquisition of Mediasurface, the company announced today. The buy will expand Alterian’s interactive marketing capabilities – from corporate intranets to social media channels. Financial details of the merger were not disclosed
“Online marketing is growing rapidly and has become core to the overall marketing activity of an organization,” said Alterian CEO David Eldridge, in a released statement. “Through the acquisition of Mediasurface, Alterian will create an integrated marketing platform that combines online and offline customer analytics with content and multi-channel execution to help marketers optimize customer experiences across the Web in real-time.”
Alterian is moving away from traditional marketing techniques, especially as it moves to expand its offerings in the U.S., the company said.
“We are already experiencing strong demand for our current products with revenue growth of circa 40% at constant currencies and profits doubling in the year ending March 2008,” Eldridge noted. “We believe that Mediasurface products will provide even stronger growth opportunities for Alterian in the future both in new customer segments and new geographies. There is also a significant growth opportunity in North America – a market in which we have already proven our ability to execute with over half our revenues now coming from the U.S.”
The Alterian Marketing Services Platform combines database, digital and operational marketing apps on a shared data infrastructure. Its partners include InfoUSA, Ogilvy One and Accenture.