Indiana Leads Nation in Fast-Growing, Emerging Technology Category Coined as ‘Measured Marketing’

September 21, 2010

Tools

INDIANAPOLIS--(BUSINESS WIRE)-- TechPoint, a statewide initiative to grow the technology sector, has launched a national campaign to position Indiana as the national leader of a fast-growing, emerging technology business category that TechPoint has coined as “measured marketing.”

Measured marketing companies provide a platform or service for digital marketing via email, social media, search, video, mobile and other rapidly evolving technologies, and they provide clients with return-on-investment tracking.

More than 70 measured marketing companies call the state of Indiana home, including ExactTarget, Aprimo, Compendium, Right On Interactive, ModalLogix, Marketpath, Cantaloupe TV, Delivra, IMAVEX and Formstack, to name several.

“TechPoint believes this concentration of businesses as well as their innovative products and services makes Indiana a national leader in this technology microcluster,” said Jim Jay, president and CEO of TechPoint. “We’re eager to get our success stories out there to generate even more interest in Indiana technologies and locating tech businesses here.”

With support from the Indiana Economic Development Corporation (IEDC), TechPoint will conduct a national media relations campaign drawing attention to Indiana’s thriving measured marketing businesses. The campaign will highlight advantages of doing business in Indiana, such as technology-related tax credits and exemptions, access to major research universities, and very reasonable costs of living, to help attract talented professionals and measured marketing technology companies to Indiana.

The Insight and Research (I&R) unit within Ball State University's Center for Media Design – which is providing research support for the campaign – has earned an international reputation for excellence and innovation in assessing the impact of media and marketing. The I&R unit has collaborated with industry powerhouses such as Procter and Gamble, NBC, Time Warner, PepsiCo, ESPN, ExactTarget, Cable Television Association for Marketing, and industry research bodies such as the Nielsen-backed Council for Research Excellence (CRE).

Measured marketing is too new of a sub-sector for federal data on firms and occupations to include it, but marketing consulting services (NAICS 541613) is the dominant firm category in the company list of measured marketing firms in Indiana. In this sub-sector, Indiana has seen employment growth from 1998 through 2007 (the latest year of available data) of 156%, or roughly 48% more than the nation as a whole (CBER).

For a longer version of this release and more information, visit www.indianameasuredmarketing.com.