While it is possible that Microsoft is not engaging in wholesale online retail to people like Amazon, the company has just made a strategic purchase that could help integrate some of its software toolkits into the sector.
According to the Microsoft advertising blog, the company has just announced its acquisition of PromoteIQ, the company is among the leading marketing technology firms for retailers and online brands. Today's announcement puts PromoteIQ in the back pocket of Microsoft's integrated solutions to help its customers not only execute technically but find new ways to monetize through modern digital marketing strategies. site.
Digital provider marketing is a critical source of high-margin revenue for global e-commerce retailers. The PromoteIQ platform makes it easy for brands to promote products natively and discreetly, facilitated by retailers with full control over the end-user experience.
Microsoft has been in the process of reviewing its advertising platform by first establishing a new brand address that moves away from the Bing approach and takes advantage of the association of greater value of the Microsoft brand while expanding its feature set by incorporating a new LinkedIn guidance panel.
PromoteIQ boasts of its ability to be the connective fabric between brands and suppliers while eliminating intermediary platforms such as AdWords and Microsoft Advertising, but it will be interesting to see if the company's software as a service (Saas) becomes in another integrated marketing tool for Microsoft.
ZDNet reports that, for now, Microsoft does not seem inclined to make big waves in the daily operations of PromoteIQ, opting at this time. d to allow the company to retain its own brand, as well as its headquarters in New York City at the moment.
Obviously, the two companies will work in the near future on the integration of technologies and services, either to take PromotionIQ to the Microsoft advertising platform or to have the company search for Microsoft products along with their digital marketing services custom. Be flooded with Microsoft technologies soon.
Additional readings: Amazon, Kohl & # 39; s, Kroger, Microsoft, Overstock.com, PromoteIQ, ZDNET