Alterian, a provider of integrated marketing platforms, has acquired Web content management company Mediasurface for $35.6 million.
Mediasurface offers content management and executions for Web sites, as well as corporate intranets, extranets and social media networks. By integrating these capabilities into its Marketing Services Platform, Alterian will be able to provide integrated analytics, content and execution to multichannel marketers.
“If you look at Alterian’s larger strategy, it’s been around personalization and driving understanding of individual customers,” Bob Hale, SVP of corporate development for Alterian explained. “With marketers and consumers, there’s a huge shift online.
By tying content to our database, marketers can understand individuals through their activity online. Alterian clients will be able to do much more online in the ratio of their marketing mix than [before].”
Hale added that the acquisition added a differentiating factor to Mediasurface’s offerings in the crowded content management marketplace. Another boon for both companies is an increased geographic footprint. Alterian will take advantage of Mediasurface’s strong presence in Europe, and Mediasurface will gain a better foothold in Alterian’s core US market. Both companies have offices in the UK.
Mediasurface and its core products Morello and Immediacy will retain their brand names and office locations, but Mediasurface itself will be fully integrated into Alterian within the next 12-18 months. No layoffs are expected, though Lawrence Flynn, CEO of Mediasurface, and David Deacon, CFO of Mediasurface will leave the company voluntarily by the completion of the merger.
