Silverpop Adds Features to Help Marketers in a ‘Mocial’ World
There are so many different ways for marketers to connect to their audience in today's world. From the combination of social media, mobile web, location-based marketing and email comes a new catch phrase: mocial. Silverpop, a marketing technology provider, has launched new product features designed to help marketers reach more consumers in the mocial world.
Silverpop's Engage 8.3 platform bridges the gap between email marketing and social networking with new enhancements that allow users to promote email messages to their Facebook friends via “Like” and “recommend” buttons. The platform also suggests lists of Twitter accounts for contacts to follow after they've shared content. This allows marketers to dive deeper into the contact's social network. Silverpop has also added StumbleUpon and XING to the list of networks to which email recipients can share content.
Combining mobile and local marketing, Silverpop is offering email opt-in via SMS text messages and location-based marketing capabilities with Foursquare's “To Do Button." This platform allows marketers to deliver relevant offers at the time of check-in through personalized, location-based marketing messages that recipients can easily add to their Foursquare account.
Another interesting feature Silverpop has added is Snooze, a tool that allows recipients to temporarily pause receipt of communications from a company for a specified period of time — e.g., if the recipient is going on vacation.
As the integration of multiple platforms becomes more important to marketers, Loren McDonald, vice president of industry relations for Silverpop, recommends that marketers "thoughtfully evaluate their mocial strategy, carefully considering which channels are best suited for certain types of content, which are best for retention and which will be strongest as acquisition tools. ... And a key component will be re-evaluating their email program, shifting some communications to social or mobile channels and clearing the way for email to live up to its promise as a highly targeted, one-to-one messaging channel.”