Email industry warhorse buys out a geo-social marketing startup.
Silverpop, a marketing services provider that has traditionally focused on email, is getting into the location-based services game. The 12-year-old company today announced the purchase of PlacePunch for an undisclosed sum.
The move allows Silverpop to offer marketing services related to Foursquare and Facebook Places for the first time. The Atlanta-based firm told ClickZ News that email and check-ins can go hand in hand, helping grow opt-in lists and Foursquare followers simultaneously.
Bill Nussey, Silverpop CEO, said PlacePunch's technology and talent will enable his retail clients to cross-promote between the two channels. Emails can push check-in specials, he said, and "a customer who frequently checks in at a retail store can receive a reward via email as a thank you."
Nussey added, "With customers and prospects always on their smartphones reading emails in between checking out the latest photos on Facebook, tweets and checking in on Foursquare, highly relevant and targeted emails are necessary to be a successful marketer. By incorporating PlacePunch's capabilities, marketers can create personalized messages related to check-ins."
PlacePunch, a 17-month-old start-up also based in Atlanta, will be eventually folded into Silverpop's "Engage" platform while sending its employees to work in the latter's nearby offices. PlacePunch CEO Adam Steinberg will take the position of segment marketing director for social media; his fellow exec Chris Glace will serve as product innovation architect at Silverpop.
Their company also brings a loyalty platform and social media data tools to Nussey's firm.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
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.
9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014