IBM to acquire cloud-based software company Silverpop
IBM has revealed it is to acquire Silverpop, a cloud-based software company, as it looks to bolster its position in marketing automation.
The fusion of the two companies will create a customer engagement solution for businesses of all sizes including start-ups and multinational enterprises.
Silverpop provides customer insights and an “intuitive engagement” engine that help reduce the complexity of omnichannel marketing, making it easier to personalise the customer experience.
“The acquisition of Silverpop turbocharges IBM’s ability to put the customer at the center of any organization,” said Craig Hayman, general manager, Industry Cloud Solutions, IBM.
“Now, nearly any marketing, commerce or customer service professional from any business will have the ability to deliver the kinds of personalised customer experiences that make a measurable impact on the brand experience and the bottom line.”
Clients currently using Silverpop, including Mazda, Stonyfield Farm and Advanced Micro Devices will be able to use the benefits of IBM’s marketing automation technology platform.
IBM, until recently known as IBM Interactive, is poised to shake up the digital advertising landscape having unleashed an aggressive growth drive,pouring $100m into expanding its data, digital and design consulting practice
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IBM is an American multinational technology company headquartered in Armonk, New York, United States, with operations in over 170 countries.
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