Long-time email player believes European digital market is maturing.
Responsys opened an office in Munich, Germany last week, increasing its bet that Europe will soon accelerate its digital advertising practices. The San Bruno, CA-based marketing services provider also has locations in London and Copenhagen, Denmark.
The new office will include a marketing team, sales department, accounts, and customer service staff, Scott Olrich, chief marketing and sales officer at Responsys, told ClickZ. Olrich said the location will serve not only Germany, but also nearby Switzerland, Austria and Luxembourg.
"Digital marketing and social media marketing are more sophisticated in the U.S.," he said. His company "thinks we’ll see this sophistication and maturity curve go up in Europe. Most European marketers have been executing email marketing programs with limited social media integration. As digital channels begin to evolve, we think the European market will see marketers begin taking a cross-channel approach to integrate social media into their services offerings."
While Responsys has primarily been an email services provider over its 13 years in business, as Olrich hinted, it has recently shifted to multichannel with an emphasis on social and mobile. He suggested his company was looking to fill out the location in Germany.
"A Munich office will provide [us] access to some of the top local talent in a country that’s becoming increasingly influential in the digital marketing space," he explained.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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