Silverpop Launches New Features Focused on Social, Mobile and Local Marketing Strategies

Silverpop recently announced the addition of several new product features deisgned to help marketers leverage social, mobile and local channels for a more connected marketing approach. Technology has enabled consumers to communicate on the go through social networking sites and access their email inboxes on-the-go. Silverpop said it will combine email marketing and social networking by launching its Share-to-Social feature, to help marketers become more “mocial” by integrating social, mobile, local and email.

Via new social-sharing options to the Silverpop Engage, marketers can allow recipients to promote messages to their Facebook friends via “like” and “recommend” buttons and can suggest a list of additional Twitter accounts for a contact to follow after they have shared content.  Silverpop has also added StumbleUpon and Xing to the list of networks to which email recipients can share content.

“The most successful marketers will not just throw money behind the next big thing, but will 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,” said Loren McDonald, Vice President of Industry Relations for Silverpop.  “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.”

Additionally, Silverpop now offers email opt-in via SMS message and location-based marketing capabilities via a FourSquare “To Do Button” option.  Through this functionality, marketers create personalized, location-based marketing messages that recipients can easily add to their FourSquare account—delivering incredibly relevant offers at the time of check-in. 

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