IBM is acquiring Silverpop, a privately held Atlanta-based company specializing in marketing automation. The move is aimed at enhancing IBM’s portfolio of services and targeting potential customers.
Financial terms of the deal have not been disclosed but reports suggest that it is a $250 to $300 million acquisition.
According to a statement from IBM, the combination of its own enterprise marketing portfolio with Silverpop’s real-time personalization technology will create a complete and advanced customer engagement solution for businesses of all sizes and scenarios.
“The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organization,” says Craig Hayman, cloud services general manager at IBM.
“Now, nearly any marketing, commerce, or customer service professional from any business will have the ability to deliver the kinds of personalized customer experiences that make a measurable impact on the brand experience and the bottom line,” he adds.
IBM has been aggressively building out its marketing suite this year. Just last month the company invested $100 million to expand its data-driven capabilities and consulting strategy. The Silverpop acquisition, if approved by regulators, is expected to be complete by mid-year.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.