Cision launches its integrated service offering

Promising smarter PR communications, software firm bids to be earned media's go-to player

Cision has launched its Cision Communication Cloud, which integrates a number of the services now offered by the company after a busy two-year period of acquisition.

kevinaIn a bid to become the go-to software provider for earned media, Cision acquired Canada Newswire and PR Newswire from UBM earlier this year. This followed the purchase of a number of other PR software service providers — Viralheat, Gorkana Group, Visible Technologies and Vocus.

Cision Communication Cloud unifies each of those acquisition’s offerings under a single banner and with a new interface. It promises better media monitoring, targeting and data analysis than each of its component pieces offered individually.

“We’re doing for comms and earned [media] what Adobe, Salesforce and IBM are doing for paid [media],” said Kevin Akeroyd, Cision CEO (pictured), told Marketing.

“We’ve seen the transformation that these data-driven tech platforms have had on these lines of business in paid [media] and ecommerce. History is going to repeat itself… The amount of data that resides [in CNW and PR Newswire] is one of the most amazing things in this acquisition.”

Where media and creative firms have been able to use data to A/B test different versions of a given execution, Akeroyd said it’s “crazy” that so many earned media efforts come down to a single text-based press release going out to thousands of influencers and media outlets.

“We can’t be in a world where communications professionals can’t harness data and target audiences,” he said. “Soccer mom bloggers versus Wall Street women, for example; the end users are so different, as are the influencers or journalists who reach them. You really have to be able to do a level of segmentation.”

Cision is still open to more acquisitions in 2018 and beyond, particularly in the influencer and consumer content spheres, Akeroyd said.

Add a comment

You must be to comment.

Tech Articles

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Videology brings Bryan Segal on board

Former Engagement Labs CEO to lead Canadian operations

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'

Facebook buys facial analysis software firm

FacioMetrics acquisition could lead to a new kind of online emoting

4 ways to reimagine marketing with martech

Data is the new language in a hyper-connected world

Lyft taps retail tech to connect drivers to smartphones

U.S. brand shaves the 'stache and moves to beacons

Facebook tweaks race-based online ad targeting

Social giant says discriminatory ads have "no place" on its platform