Indiana is home to a large network of advertising and public relations agencies that promote high-tech products and serve start-up clients. But the state is also a growing hotbed of technology companies that are changing the way marketing is done.
‘Web 2.0’ has transformed large numbers of consumers from passive recipients of promotional messages to active participants in a dialogue about the products and services they prefer. A viral video can spark more views and ‘buzz’ than a well-placed TV ad. A well-conceived e-mail campaign can trigger a stronger response than a blizzard of direct mail.
Hoosier companies and institutions have adapted to (and helped shape) these trends, putting the state on the cutting-edge of online “measured marketing.”
Players in this space include ExactTarget, a global leader in e-mail marketing. Aprimo supplies enterprise marketing software to a who’s who list of clients that includes eight of the world’s top 10 financial services firms, seven of the top 10 life sciences companies, and five of the top ten retailers. And the list goes on, with Central Indiana serving as the headquarters market for companies like 5 Buckets, Lights Out Intelligence, Market Path, Cantaloupe, Delivra, Formstack and many more.
This growing e-marketing sector is also served by leading research institutions – Ball State University is a national leader in digital media research and creation. The University’s Center for Media Design is on the cutting edge of the drive to use internet-based media and digital technologies to engage and interact with audiences in new ways.