Silverpop™, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announces new mobile messaging capabilities that add another dimension to the company's unique ability to deliver true multichannel, one-to-one, campaign automation to its customers. In addition to allowing Silverpop customers to implement automated, behavior-based SMS campaigns, the company's centralized database ensures that the data marketers collect from these interactions can be used to deliver a seamless, personalized and targeted email, social and Web content experience as well.
"In today's multichannel world, in which 67 percent of the global population uses mobile phones, it's imperative that marketers communicate on their customers' terms, delivering relevant and personalized content when and where they expect it," said Bryan Brown, director of product strategy with Silverpop. "With our new mobile offering, not only do our clients have even more exciting ways to engage with their contacts, but through these interactions they will be able to learn more about each individual- collecting valuable data that can be used to encourage them to make a purchase decision. And with our mobile messaging and email offerings working seamlessly together on one platform, marketers can ensure messages are as consistent, targeted and relevant as they can possibly be."
To make these mobile marketing capabilities possible, Silverpop has partnered with Velti, the leading global provider of mobile marketing and advertising technology. The functionality includes previously available features such as email opt-in via SMS, promotional texts and text alerts, as well as new capabilities, including the following:
• Text for Information - Marketers can allow their mobile customers to request and receive information via a texted keyword;
• Text to Screen -Marketers can make it possible for presenters, speakers and conference hosts to interact with attendees in real-time by displaying content submitted via text during a live presentation;
• Text to Vote - Marketers can deploy campaigns where mobile participants can cast a vote via text;
• 2-Way SMS Interactive Campaigns - Recipients can initiate a two-way dialogue with a company by sending a keyword via text that triggers a series of additional text messages based on a predefined workflow;
• Text to Win - Marketers can enable customers to enter a contest or drawing by texting a keyword.
Many of these new features allow marketers to take advantage of pre-developed templates rather than having to manually build new campaigns. And the campaigns can be cross promoted via an unlimited number of channels, including television, radio, direct mail, Web, email and social.
Given Silverpop's unique, integrated platform, these mobile campaigns can be part of a strategically planned multichannel approach, with data collected via mobile devices powering email marketing campaigns and Web content, and vice versa. Any action a recipient takes via these channels will become part of the contact's record, ensuring that marketing communications are incredibly consistent and reflective of preferences declared and inferred based on behavior across channels.
"We are thrilled to work with Silverpop, a like-minded company that understands the importance of mobile in an effective marketing strategy," said Niles Lichtenstein, Vice President of Platforms, Velti. "In a world where the traditional notion of a marketing funnel has been drastically altered by the range of channels a brand can use, the mobile device becomes a critical way to delivering highly relevant messaging at the right time and in the right context. The powerful combination of delivering coordinated messaging across mobile, email and Web is a game changer for today's digital marketers."
Velti (velti.com) is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGage™, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti is a publicly held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT.
Silverpop (silverpop.com) is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 5,000 brands around the globe.
Tomi Ahonen Consulting Oct. 2011