IBM acquires Silverpop to boost its online marketing personalization products

Silverpop builds profiles of individuals and crafts promotions to target them

Continuing its run of digital marketer acquisitions, IBM has announced its purchase of Silverpop, which specializes in managing personally-customized Internet promotions.

Silverpop assembles profiles of individuals from social media sites, Web usage, email and other digital signals. It then can craft personalized offers and promotions based on these profiles. It can target both the business and consumer markets.

IBM plans to integrate Silverpop's technologies into its own marketing services.

"The acquisition is about delivering on mass personalization at scale and identity," wrote R "Ray" Wang, principal analyst and founder of Constellation Research, in an email he sent to reporters. "While IBM has an army of assets in play for marketing, the reality is that you need mass personalization at scale to deliver on relevancy and context."

Silverpop has 8,000 customers worldwide, including Mazda, Stonyfield Farm and Advanced Micro Devices.

Of particular interest to IBM is how Silverpop's technology can identify and understand the needs of individuals based on digital behavior.

For instance it can identify individuals interested in college savings plans based on their use of a college savings calculator. Technology early adopters can be identified by their browsing habits, and their history of tuning into webinars or downloading white papers.

IBM has amassed quite a bit of digital marketing technology and talent over the past few years. In 2012, the company acquired customer experience software vendor Tealeaf.

In 2010, IBM purchased marketing software provider Unica for US$480 million. It also purchased marketing analysis software provider Coremetrics that year.

Silverpop's technologies will be folded into the Enterprise Marketing Management portfolio of the IBM Software Group.

IBM did not disclose the financial terms of the deal, which the company expects to close by the middle of the year.

Joab Jackson covers enterprise software and general technology breaking news for The IDG News Service. Follow Joab on Twitter at @Joab_Jackson. Joab's e-mail address is Joab_Jackson@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in