It's Go Big Or Go Home For Online Marketer - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


It's Go Big Or Go Home For Online Marketer

It's a dog-eat-dog world in Internet marketing, and DoubleClick intends to be the baddest dog in the pen. The online-marketing company, whose strengths have long been in online distribution of advertising, would become the biggest E-mail-marketing message distributor after its announced buyout of Canadian E-mail distributor FloNetworks.

The companies refused to disclose financial details of the proposed deal, which is expected to close in the second quarter after shareholder and regulatory approval.

DoubleClick already delivers E-mail through its DARTmail, which was launched last October and which distributes 150 million E-mails per month. FloNetworks can send 540 million E-mails monthly. It also has relationships with over 125 advertisers and Web publishers, including InformationWeek.

"One of the attractive things about the acquisition is that they bring us a bunch of new customers that hopefully we'll be able to sell some of our other products to," says Court Cunningham, VP and general manager of DARTmail Technology at DoubleClick.

The acquisition also would make DoubleClick a stronger competitor in an interactive-advertising market that has been dissolving in the ongoing dot-bomb. "DoubleClick has an organically grown E-mail capacity, but they wanted to bump that up by a large magnitude and offer the broad suite of services that are needed to compete in this market," says Laura Mitrovich, a Yankee Group analyst.

Push marketing is looking more attractive than traditional banner ads in hitting target audiences. Forrester Research surveyed 50 E-mail marketing managers who said they plan to triple their E-mail-marketing spending by 2004. And Jupiter Media Metrix forecasts that the distribution of E-mail marketing will see a compound annual growth rate of 111% between 1999 and 2005, growing from 3 billion to 268 billion.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
2020 State of DevOps Report
2020 State of DevOps Report
Download this report today to learn more about the key tools and technologies being utilized, and how organizations deal with the cultural and process changes that DevOps brings. The report also examines the barriers organizations face, as well as the rewards from DevOps including faster application delivery, higher quality products, and quicker recovery from errors in production.
The State of Chatbots: Pandemic Edition
Jessica Davis, Senior Editor, Enterprise Apps,  9/10/2020
Deloitte on Cloud, the Edge, and Enterprise Expectations
Joao-Pierre S. Ruth, Senior Writer,  9/14/2020
Data Science: How the Pandemic Has Affected 10 Popular Jobs
Cynthia Harvey, Freelance Journalist, InformationWeek,  9/9/2020
Register for InformationWeek Newsletters
Current Issue
IT Automation Transforms Network Management
In this special report we will examine the layers of automation and orchestration in IT operations, and how they can provide high availability and greater scale for modern applications and business demands.
White Papers
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll