Acoustic: Competitive Analysis, Demographics, Psychographics

Part
01
of four
Part
01

Acoustic Competitive Landscape-Part 1

Acoustic is a platform focused entirely on marketers, SAS offers technology solutions for data analysis, and Salesforce is a cloud-platform that offers solutions for small, large, and midsize businesses. More information regarding these companies is provided below.

ACOUSTIC

GENERAL INFORMATION
  • Acoustic is the largest independent marketing cloud headquartered in New York, NY that offers custom solutions on its open ecosystem platform. Its technology is recognized and AI-based, and is focused exclusively on marketers.
  • The company, formerly known as IBM's Watson Marketing, has been renamed as a standalone company called Acoustic in July 2019.
  • The company offers key Cross-Channel Campaign Management (CCCM) services: campaign automation, such as email and mobile messaging, customer relationship management and analysis, and content management and recognition.
  • Acoustic works with over 3,500 brands, including Fortune 500 companies and startups, in more than 70 countries. (Source 3)
  • Its open privacy platform ecosystem first connects, dissects, and analyzes data from internal and external sources, providing marketers with valuable information through a streamlined process.
  • Acoustic has selected some products from the IBM Watson Marketing portfolio, including Campaign Automation (formerly Silverpop), Media Optimizer, Tealeaf CX, and Universal Behavior Exchange.
MARKETING/ADVERTISING INITIATIVES
  • Acoustic's first major promotional event (Acoustic Launch Event) will be held on October 3, 2019, in New York. Its new products and features will be demonstrated firsthand at a series of lectures, followed by a cocktail.
  • The company has been legitimized since July 2019 and began giving official notes and interviews between August and September. As such, major marketing and outreach campaigns are yet to come, starting with the company's official launch party.
TOP LINE MESSAGING COMPARISONS
  • Acoustic's top line messages revolve around two main issues: the fact that its technology is the first that offers a human character to the technical work of a marketer, empathizing with this audience, and also the fact that they are the largest marketing cloud in the world.
  • In an interview with AdWeek, Acoustic CEO Mark Simpson said: "Instead of treating our company as a technology company and looking at the size of things, we want to bring humanity and art back to marketing, understand what your customers need and demand from them and help them make themselves heard in the marketplace. "
  • Another recurring top line message from the company is about the importance of listening. It promises to build its technology by listening to key customers — marketers.

SAS

GENERAL INFORMATION
  • SAS is a company that offers technological solutions for data analysis as a way to guide complex business decisions.
  • Its products address an extensive list of analytic solutions, such as AI and machine learning, advanced analytics, IoT, customer intelligence, data management, cloud, fraud and security intelligence, and management and operations with analytics.
  • SAS has customers in 147 countries and its software is installed on over 83,000 sites. The company has 13,939 employees worldwide, and its headquarters are located in Cary, NC.
  • A striking feature of SAS is the range of customers the company has, ranging from small and medium business to large enterprises, including 92 of the top 100 Fortune Global 1000 companies of 2018.
MARKETING/ADVERTISING INITIATIVES
  • In mid-2018, when the brand structure was revised, SAS released a series of commercial videos that began with a question. The videos were very successful and were first released at the 2018 SAS Global Forum Opening Session.
  • Another major SAS marketing initiative was the launch of a book about the brand story in 2018. It tells the story of the company, where they came from and where they intend to reach. It is intended to read by employees, SAS fans, and agency partners to help them learn more about the brand.
TOP LINE MESSAGING COMPARISONS
  • SAS turns its top line messaging around simple, straightforward phrases, such as "We're the best at analytics."
  • The top line messaging on the company's website argues that data can become intelligent if there is a process behind it. It does not discuss the quality of technology or talk about specific features, but reiterates that the company's role is to "transform a data world into a world of intelligence."
  • Social responsibility, competence and team values are always cited throughout their website.

SALESFORCE

GENERAL INFORMATION
  • The company was founded in 1999 and it created the idea of "replacing traditional desktop CRM software with cloud CRM, with access anytime, anywhere." Today, it is a cloud platform and the world's leading CRM solution.
  • It has several awards, including # 1 on the World's Best Places to Work List, it was listed in Fortune “100 Best Companies to Work for” for 10 years in a row, and was ranked # 1 on the Best Places to Work list, according to Indeed in 2018.
  • The company offers CRM solutions for small, medium and large businesses in the areas of sales (Sales Cloud Essentials, IA, CPQ), customer service, marketing, digital commerce, apps and engagement, platforms and ecosystems, analytics, integration, industries, community, empowerment, and communication.
  • Salesforce's global headquarters are located in San Francisco, CA, but have dozens of offices on several continents.
  • Some company's clients are Adidas, Cargill, AWS, among the thousands of companies that have their software installed.
MARKETING/ADVERTISING INITIATIVES
  • One of Salesforce's top marketing initiative case study was in the UK. At the time, the company was having a lot of campaign issues and losing customers, so it decided to revise its entire content marketing strategy and started producing very funny videos to teach basic marketing and sales topics, created the world's first stopmotion slide share, and produced a movie with a real customer case. As a result, there was a 2500% increase in the company's social media traffic.
TOP LINE MESSAGING COMPARISONS
  • Salesforce top messaging focuses around how many services are centralized in a single company, and how they connect. In short, Salesforce announces that its software suite encompasses all the business management technology pillars, from early research to boosting sales.
  • "Salesforce is a customer relationship management solution that brings companies and customers together. It's an integrated CRM platform that gives all your departments — including marketing, sales, commerce, and service — a single, shared view of every customer."
  • It uses big sentences and there is no mystery, everything is literal.
  • The company is insistent on words like "trust" and "values", and it gives a lot of credit to the company environment, the team spirit among employees, and the quality of work climate.

Part
02
of four
Part
02

Acoustic Competitive Landscape-Part 2

Oracle makes use of telemarketing and email to promote their products over a phone call. The company conducts workshops to promote their products as well as train client representatives about the usage of their products. Adobe's marketing strategy includes providing a free trial pack of 14 to 28 days. "The trial packs aim to get people addicted to their quality tools and software packages.

Oracle

  • Oracle is an integrated cloud applications and platform services company based in Redwood Shores, California, United States.
  • The company delivers 'tomorrow’s emerging technologies today."
  • The company specializes in enterprise, software, applications, database, middleware, fusion, business intelligence, Primavera, PeopleSoft, EPM, BEA, Hyperion, Retek, Utilities, On-Demand, server & storage systems, BPM, solutions for communications industry, ERP, CRM, CRM On Demand, JDE, and Siebel.
  • Oracle uses direct marketing to persuade potential customer to buy their products.
  • The company makes use of telemarketing and email to promote their products over a phone call. The company conducts workshops to promote their products as well as train client representatives about the usage of their products.
  • "The company also own magazine as well as publishes articles on Profit and Java magazine on a bi-monthly digital subscription basis enabling registered customers to interact with them through direct links from ads and other digital-specific ad programs."
  • Top line messaging; "Oracle is THE information company."

Adobe

  • Adobe is known as the global leader in digital media and digital marketing solutions. The company has creative marketing and document solutions which empowers their clients.
  • The company is located in San Jose, CA United States.
  • Adobe specializes in Software, Creative Cloud, Digital Marketing, Web Experience Management, Digital Media, Creative Suite, Digital Publishing, Photoshop, Online Analytics, Illustrator, Touch Apps, Acrobat, Mobile Apps, Social Marketing, Web Marketing, and Social Measurement.
  • Adobe top line messaging; Oracle is THE information company.
  • Adobe's marketing strategy includes providing a free trial pack of 14 to 28 days. "The trial packs aim to get people addicted to their quality tools and software packages"
  • The company organizes events and creative promotions where the majority of its client base are present." It also uses coupons very smartly to promote the product far and wide so that other users can earn while promoting Adobe."

SAP

  • SAP is a technology company that develops enterprise application software for companies and industries.
  • The company is based in Walldorf, Baden-Wurttemberg, Germany. Sap aims to transform industries, grow economics, lift societies, and sustain their environment.
  • The company specializes in Financials, Business Intelligence, Procurement, HCM, SCM, business, planning, efficiency, sustainability, innovation, analytics, reporting, and dashboarding.
  • Sap has a cloud accelerator marketing initiative which makes "new marketing resources available to support specific SAP partners serving the SME business market." other initiatives include; Humanizing the SAP brand, develop pull marketing and Invest in other people.
  • Top line messaging; “Run Simple
Part
03
of four
Part
03

Acoustic Consumer Demographics

Acoustic's consumers are mainly marketers and the majority of them are white males and females with a mean age of 42.2 years.

Demographic Profile of Acoustic Consumers

Your Research Team Employed the Following Methodology

Given that the data was unavailable pre-compiled, we decided to study Acoustic's target audience in order to gain insights into the demographic of their target users. According to Acoustic, their "AI-powered products are specifically built for marketers" and they are focused on solving "the real problems marketers face every day". Our research clearly showed that Acoustic target customers are marketing managers, and as such, we have built the demographics of Acoustic consumers based on the demographics of marketing managers.


Part
04
of four
Part
04

Acoustic Consumer Psychographics

Acoustic customers are interested in computer hardware, developing software and web domain names. They value customization features, software that is user-friendly and quality customer support. They tend to frequently visit IBM websites and they use Facebook. Below is an overview of our findings followed by an outline of the research strategies deployed in an attempt to create a comprehensive psychographic profile.

INTERESTS — ACOUSTIC

  • According to SimilarWeb, the main interests of consumers who visit Acoustic's website are computer hardware, developing software, computer electronics and web hosting and domain names.
  • Topics Acoustic customers are interested in include password protection, cloud-based services, Amazon cloud services (Amazon EC2) and storage.

VALUES — ACOUSTIC

  • According to a company analysis by BusinessWire, Acoustic's customers value privacy.
  • By observing reviews of Acoustic on site G2, it is evident that Acoustic's customers value customization features. User-friendliness and ease to use are important factors for Acoustic customers, as many emphasize these product characteristics. Customer support is also a factor Acoustic's customers value, as several customers have pointed at the lack thereof in product reviews.

HABITS — ACOUSTIC

ADDITIONAL RELEVANT PSYCHOGRAPHIC INFORMATION

RESEARCH STRATEGY

Although we were able to answer the query, we were not able to provide a full, comprehensive psychographic profile of Acoustic customers specifically. Thus, we have expanded the scope of our research to include additional psychographic information on US marketers in general, since Acoustic's customers are primarily marketers. Here is an outline of the research strategies deployed in an attempt to obtain comprehensive, extensive information on Acoustic customers' values, interests and habits:

First, we scoured through credible marketing agencies and industry-specific publications such as Ad Age, Geek Wire, Tech Crunch, among others, hoping to find preexisting psychographic information on Acoustic's customers. Even though multiple reports on company's rebranding were available, no significant psychographic information on company's customers were found, apart from a brief statement that Acoustic's customers value privacy.

Next, we decided to search statements from the company itself, hoping to locate insights regarding their customer demands, since the company likely knows this information and might have disclosed it publicly. We searched the "Community" section of the website, as well as interviews with and public statements from Acoustic's CEO Mark Simpson, but nothing relevant to our query was mentioned.

We then turned to examining Acoustic's website traffic data, driven by the assumption that the company website is most visited by Acoustic's customers. We searched web traffic analysis tools such as SimilarWeb and SemRush, since these tools often provide comprehensive information around interests, habits and behaviors of visitors of a particular website. Although interests and habits of Acoustic's website visitors were uncovered this way, these were not comprehensive, that is, the information mostly focused on customers' behavior pertaining to the website itself, rather than on their behavior and habits outside the website.

As a last resort, in order to provide information on Acoustic customers' values, interests and habits, we turned to analyzing company and product reviews and social media sentiments of Acoustic's customers. On social media, the company doesn't have a presence, with only 30 followers on Twitter. By analyzing product reviews, however, we were able to extract significant psychographic information surrounding Acoustic's customers. This was done by examining the most common factors customers have pointed out as important when it comes to Acoustic's product.
Sources
Sources