Marketing resource management (MRM) vendor Aprimo snatched up ADAM Software,
which bolsters Aprimo’s digital asset management (DAM) capabilities and reinforces the consolidation and convergence that we predicted.
There are a lot of small DAM vendors, but there has been a move to consolidate. Specifically, the capabilities of MRM, DAM, and content marketing platforms (CMP) continue to blur. MRM vendors like Aprimo help marketers assign tasks, track resources, budget, and review materials. But they stop short of organizing large libraries of content, integrating with upstream creative workflows, and delivering content downstream. The clear benefit of this merge is that now marketers will have one solution across the entire content lifecycle.
Other large vendors in the market have taken a similar approach. Adobe has built out its offering to include DAM, web content management (WCM), analytics and other capabilities. Multinational conglomerate Danaher purchased MediaBeacon to merge under product-packaging software vendor Esko. Shutterstock bought WebDAM to give Shutterstock a viable story for stock image management.
ADAM’s purchase comes as no surprise. Their strength in DAM, noted in our Forrester Wave
, and relatively small size made them an attractive acquisition target.
What does Aprimo’s acquisition of ADAM mean for the market?