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IBM to acquire Silverpop digital marketing software provider


Armonk, N.Y. -- IBM Corp. announced it will acquire digital marketing technology provider Silverpop. The Atlanta-based Silverpop allows marketers to target highly personalized offers and promotions. IBM said the technology will enhance its enterprise marketing capabilities.

Financial terms of the deal were not disclosed.

Using Silverpop software and services, marketers monitor customer behavior — such as whether a customer commented on a company blog post, viewed a marketing video or talked about the business on Twitter. That data can help fine-tune the messaging.

"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 personalized customer experiences that make a measurable impact on the brand experience and the bottom line."

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