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Nextgen Group acquires stake in Sydney IT channel digital marketing firm Elastic Digital

Nextgen Group | July 06, 2022 | Read time : 05 min

Nextgen Group acquires stake in Elastic Digital
Distributor Nextgen Group has acquired a strategic stake in Sydney digital marketing agency for the IT channel Elastic Digital.

Elastic Digital specialises in digital marketing services for IT channel companies across vendors, distributors and resellers mostly based overseas, principally in the United States. The company also has a strategic partnership with global channel marketing platform ZiftONE.

In its announcement, Nextgen said the acquisition came following a commissioned review by analyst firm Forrester, which found that investments in digital marketing capabilities and expanded reach would help the company remain a differentiated market maker.

“We acquired Bang five years ago to bring a professional digital marketing capability to the enterprise IT & Telecommunications Channel. This strategy has succeeded in developing some great clients, delivering leading edge campaigns, and forging a place for digital marketing in a distribution and channel services company,” Nextgen Group chief executive John Walters said.

“We acquired Bang five years ago to bring a professional digital marketing capability to the enterprise IT & Telecommunications Channel. This strategy has succeeded in developing some great clients, delivering leading edge campaigns, and forging a place for digital marketing in a distribution and channel services company,” Nextgen Group chief executive John Walters said.

“As a result of the Forrester (Jay McBain) review we decided to double down on our digital marketing capability with a more scalable model that supports our geographical and services expansion. The Elastic Digital model has that in spades.

“Our vendors and partners need that, and our Nextgen services businesses, such as oSpace and Optima need that type of GTM model. This gives us a tighter alignment with the rapidly growing enterprise cloud, software, and cybersecurity markets.”

Nextgen will transition Bang into Elastic Digital and adopt Elastic as its lead agency brand, citing its global activities, recognition and relevance.

Elastic Digital founder and managing director Cameron Avery will join Nextgen’s leadership team as its chief marketing officer, replacing Bang founder Martin Mason, who will continue scaling back his workload and take a new role as strategic consultant.

Avery as CMO will be responsible for Nextgen’s global digital marketing strategies and execution across the distribution and channel service businesses. Acting Bang managing director Janice Tong has also been named APAC head of strategic marketing services, and will also report directly to Avery. Nextgen head of corporate marketing services Nick Love will also report to Avery.

Commenting on the acquisition, Avery said, “After 10 years in Silicon Valley I was surprised to find a company with a vision as strong as the Nextgen Group’s when I returned to Australia. Their model gives enterprise cloud, software, and cybersecurity companies the tools they need to investigate, start up or rapidly expand in AsiaPac. This is a completely new and fresh approach.”

“Elastic Digital’s demonstrated digital marketing capabilities in target industries will serve to strengthen and enhance their already impressive model.”

Spotlight

As the Internet has found its place within different sectors of society, the use of various social
networks is increasing and that is why they are utilized for business purposes. Most commercial
companies need to do marketing in social networks in order to introduce their goods and/or
services. In marketing, appropriate and accurate advertisement of goods based on needs of users
of these social networks is required to sell the goods of different companies and manufacturing
units in effective ways. In most cases, however, advertising and marketing methods in social
networks are not correct and the resulted advertisements are boring and tiring to users and they
might ignore them without noticing. Such advertisements will be considered as spam and will be
annoying to network users. This is taken into consideration in the present study where users'
interests, attitudes, and behavior on Facebook are specified through data mining techniques,
based on which content marketing is conducted. The present study is conducted on the social
network of Facebook, where content marketing, a new form of marketing, is utilized and instead
of introducing the goods, the contents of different goods are presented. The data utilized in the
study are actual and related to Facebook users, and therefore, the results can be generalized to
other networks.


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As the Internet has found its place within different sectors of society, the use of various social
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services. In marketing, appropriate and accurate advertisement of goods based on needs of users
of these social networks is required to sell the goods of different companies and manufacturing
units in effective ways. In most cases, however, advertising and marketing methods in social
networks are not correct and the resulted advertisements are boring and tiring to users and they
might ignore them without noticing. Such advertisements will be considered as spam and will be
annoying to network users. This is taken into consideration in the present study where users'
interests, attitudes, and behavior on Facebook are specified through data mining techniques,
based on which content marketing is conducted. The present study is conducted on the social
network of Facebook, where content marketing, a new form of marketing, is utilized and instead
of introducing the goods, the contents of different goods are presented. The data utilized in the
study are actual and related to Facebook users, and therefore, the results can be generalized to
other networks.

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