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Investments in e-marketing will be the fastest-growing area in marketing automation over the next four years, according to Adam Sarner of Gartner Inc. "However, no vendor will address all four categories of e-marketing: contextual marketing, addressable branding, community marketing and transactional marketing," he reported in a 2007 market study. The available e-marketing choices span a wide gamut of services from email-marketing specialists to the "New breed" marketing-automation tools. It can therefore be extremely difficult to determine which technology is the best for your company as you race to compete in an increasingly sophisticated and automated marketplace.
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