Rapidly increasing popularity and adoption of e-commerce has forced companies to turn to digital marketing to build an online brand and retain customers.
B2B communications need to be as slick as B2C to really impress customers. We at Polestar recognise this as a real opportunity to connect with new customers!
This demand for digital marketing products is driving M&A, with companies like Adobe turning to acquisitions to increase their product offering to include B2B marketing platform.
As for the digital marketing sector, total disclosed transaction value achieved $10.91 billion in the second half of 2018, more than double the first half value, due to two mega-deals: Adobe’s acquisition of Marketo at nearly 15x EV/S and Interpublic Group’s acquisition of Acxiom.