Consolidation of the marketing industry will continue — Babak Hedayati // TapClicks

Quotes

• “Even back then when we started TapClicks, the question was, which channel do you pick? and this problem is only getting exponentially worse for marketers where they have to decide what to use and what not to use.” -Babak

• “The second problem is that if you look at how they have to do their work, they have to learn these new systems and these are all in different databases, different types of technology, different types of vendors and some are nicely funded, some are not and the level of uncertainty about how to proceed is very, very high and then you have to think about the cost of leaning a new user interface every time you go into this differentand new channel.” -Babak

• “TapClicks has focused on two strategies. One is, we didnt go for a single-point solution, we always went for the platform plate starting with what matters most which was the data analytics and the reporting capability. Everything needs this core platform to operate efficiently.” -Babak

• “Essentially over the last five years, weve been focused on bringing order workflow data management and marketing data platform, analytics, reporting, SEO site auditing, and competitive intelligence, all of these aspects together by acquiring key technologies in the marketplace and re-doing them to put in a single, unified platform.” -Babak

• “I see, basically two or three different types of scenarios. One is where there is a point solution provider that wants to consolidate their vertical.” -Babak

• “The other thing that people cant do and I have not seen it done because it doesnt make any sense is two-point solution providers joining forces to try unifying the platform.” -Babak

• “The concept of two-point solution coming together, they dont up with a platform. They end up with two separate companies that they are managing under an umbrella.” -Babak

• “The other one is when you have a platform, you are managing the ecosystem and a platform is the combination of data and capability, its already all there and now what you can do is acquire companies and technologies that you believe are efficient, differentiated and added to the platform so you can come in with a unified stack.” -Babak

• “I think the easy thing to do is vertical consolidation which is happening and we have been a player in that.” -Babak