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Loading ...Stan Rapp an 82 year old veteran of direct marketing is teaming up with Halyard Capital to being Engauge a combination of agencies in various fields (New York Times). The company has begun by acquiring Direct Impact from Austin, Texas and Ten United based in Columbus, Ohio. Through more acquisitions Engauge is hoping to become a company that combines data analysis, behavioral targeting and direct marking to provide marketer results they can truly “gauge”.
Janet Rabio the co-chief executive at Direct Impact pointed out, “The world is consolidating around us and we thought it would probably be in our best interest to begin thinking about who we wanted to be acquired by”. Is the future world of direct marketing going to be one in which it is not a question of if your company will be acquired by a larger one but WHEN it will be? Having everyone involved in a campaign under one (very virtual) roof can facilitate offering real results to clients. The more important the Internet becomes in advertising (and it shows no signs of slacking) the higher the demand will be for companies who are familiar with its various venues.
Will multi-million dollar enterprises such as Engauge allow for the growth of smaller internet based companies, or will they be allowed to grow just until they are ripe enough to be eaten up?
Filed under: Behavioral Targeting, Data Analysis, Direct Marketing, Marketing
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