HP Autonomy Launches Marketing Cloud
With Autonomy’s tech in tow, HP enters the increasingly competitive marketing cloud services market.
HP is beefing up its cloud services slate with some help from Autonomy, the information management software specialist that HP scooped up in a multi-billion dollar deal in 2011.
Part of the IT heavyweight's Converged Cloud product portfolio, Autonomy Marketing Cloud consists of a blend of existing and updated software offerings that are targeted at businesses that seek to manage and optimize their advertising and customer engagement activities in a digital, social and mobile marketplace. Deployed as standalone apps or together, the cloud software suite was crafted to meet the demands of today's marketers, according to Rafiq Mohammadi, general manager of HP Autonomy's Marketing Optimization unit.
Arguing that "organizations today require a new, flexible approach that allows them to engage with customers at high speed," Mohammadi claims that his company's products fit the bill. "With the Autonomy Marketing Cloud, organizations gain a real-time understanding of what is happening in the market, and can act quickly to convert insights into higher engagement, conversions and revenue," he said in a company statement.
What's in the Marketing Suite
HP Autonomy Marketing Cloud is composed of five applications:
- Autonomy TeamSite's web content management, publishing and personalization tech provides "digital experience management." It includes expanded mobile support and can be used to power digital marketing applications.
- Autonomy MediaBin Cloud provides rich media management and serves as a cost-effective means of managing marketing assets, including images and video, says HP.
- A new version of Autonomy Optimost provides self-service marketing optimization and reporting. Its capabilities include multi-variate testing, segmentation and targeting.
- Autonomy Explore Cloud offers real-time analytics services, including customer sentiment on the Web and social media.
- Autonomy's Aurasma helps marketers deliver interactive augmented reality experiences. HP claims that over 20,000 customers are using the platform to reach mobile consumers.
The move comes at a bustling time in the marketing cloud services market.
On June 4, Salesforce announced that it was acquiring ExactTarget Marketing Cloud for $2.5 billion. During a conference call discussing the buy, Salesforce CEO Marc Benioff said that the deal was an "opportunity to create solutions in sales, services and marketing that are unified, that are mobile, that are social, that are in the cloud..."
In March, Adobe said it was embarking on a new "mobile first" direction for its Marketing Cloud.
"Mobile now accounts for 25 percent of the analytics data we capture each quarter. Marketers must think 'mobile first' when developing strategies, campaigns and content. We have added new mobile marketing capabilities to every solution in Adobe Marketing Cloud, so marketers can better meet the expectations of an increasingly mobile customer base," announced Brad Rencher, senior vice president and general manager of Adobe Digital Marketing.
Now HP Autonomy, whose own Marketing Cloud is now available, is venturing into this competitive market.
Pedro Hernandez is a contributing editor at Enterprise Apps Today and InternetNews.com. Follow him on Twitter @ecoINSITE