Sitecore has acquired Moosend, a marketing automation and campaign management platform with diverse customers including Domino’s, Interpublic Group and Sephora. The acquisition, part of Sitecore’s ongoing $1.2 billion growth plan, is expected to close by the end of the month.
Moosend complements Sitecore’s core offering to create a personalised offer for modern enterprises. Moosend’s marketing automation and AI-powered customer engagement features will streamline Sitecore’s objective to engage, nurture, and convert customer relationships to deliver personalised experiences across every channel. The combined offering will make it easier for marketers to deploy and measure campaigns and automate workflows across the entire customer journey, a game-changer for the majority of brands not yet set up for the life cycle marketing.
Despite Sitecore’s development, it’s worth acknowledging that broader trends around privacy – from new regulations globally to Apple’s tightened app settings and internet browsers eliminating third-party cookies – seem to disfavour data-driven personalization. It’s a paradox of modern times:
consumers expect brands to cater to them as unique individuals, providing a consistent experience everywhere and rewarding loyalty in deeper ways; at the same time, they want privacy-first – more control over data, less confusion on how it’s used and an end to creepy targeting and algorithmically-garbled messaging that only a bot would love.
Sitecore sees this environment as an opportunity for enterprise customers to make once-in-a-generation leaps forward in terms of human connection, customer acquisition and brand loyalty. Sitecore is building an end-to-end SaaS-based digital experience platform, to facilitate both the modern art and science of earning customer relationships through experience to make consenting to data-sharing an afterthought.
Recent additions are uniquely suited to help Sitecore in that task. Boxever’s customer data platform, which has long been architected for first-party customer acquisition and engagement, helps brands to identify people in a cookieless world; Moosend’s cloud-native, API-first platform helps teams move faster to capitalize on that data; and Sitecore ensures a great experience across every touchpoint, from content to commerce via Four51.
Altogether, Sitecore is creating a helpful future for experience-minded brands to thrive in the coming decades.
