August 10, 2010 08:30 ET
Webtrends Acquires Social Marketing Company Transpond
Acquisition Continues Expansion of Offerings Beyond Measuring and Into Multi-Channel Digital Marketing Campaigns
PORTLAND, OR--(Marketwire - August 10, 2010) - Webtrends today announced the acquisition of privately-held Transpond, and the immediate availability of Webtrends Apps for Facebook, web and mobile. Together with the acquisition of Widemile (now Webtrends Optimize) last year, Webtrends clients can now create, measure and improve relevant, engaging content across web, social and mobile.
Webtrends Apps: No Programming Required
Transpond's platform enables non-programmers to easily create, publish, manage and track experiences across social and mobile platforms. Fully branded apps created with the Transpond platform deliver consumer engagement around polls, quizzes, games, interactive commerce and content syndication, and can be instantly distributed across the social, web and mobile platforms.
Create, Measure, Improve: What the Acquisition Means
Webtrends has long been a leader when it comes to helping clients measure their web marketing. In the past 18 months, the company expanded that expertise across all digital channels. Those highlights include:
- Social media measurement and management
- Analytics and optimization for Facebook
- Analytics for mobile apps and mobile sites
Webtrends Apps, along with the targeting ability in Optimize, moves the company firmly into the "create and deliver" space of the digital marketing world. Webtrends Apps -- for Facebook, iPhone/iPad, Android, and other platforms -- can be built easily by marketers. A reporting dashboard comes standard, with the option to integrate Webtrends Analytics today.
Helping Marketers Move Faster, Smarter
"It's an exciting time. Our traditional competitors are absorbed by larger companies. They're chasing media revenue. Meanwhile, we are 100% focused on solving the challenges of tomorrow's modern marketing," said Alex Yoder, CEO, Webtrends.
"With the acquisition of Transpond, this catapults Webtrends into a very unique place in the digital marketing world. Over the past 18 months we have provided marketers a host of new measurement, segmentation and optimization technologies. Transpond is the next step in our vision to empower modern marketers. Our customers can create, measure, improve, and manage marketing content across all digital properties," Yoder said.
The Fit Between Webtrends and Transpond
"So people will ask, why Webtrends?" said Transpond founder and CEO Peter Yared. "Initially, we really were not very interested in selling. But as we got to know them, we saw they truly shared our vision. Social marketing is the future for any brand. By integrating with Webtrends now, we help the really smart marketers create, measure, and improve content across social and mobile platforms."
How Digital Marketing is Changing
Today's marketer and their agencies face three significant shifts in the digital marketing ecosystem:
- The Splinternet - The Internet has become splintered. A huge portion of customer interactions no longer happen on your website, yet the bulk of digital marketers' budgets are still spent there.
- Customer-Centricity and Insight-Driven Action - Marketing success requires looking across all channels to act on customer preferences and behaviors to drive greater relevance and value.
- Social Marketing - Today's digital marketers leverage the social nature of the web -- using various media, tactics and integrated campaigns -- to drive greater engagement and influence perceptions.
Webtrends wants to help close the gap between the social areas where customers spend their time online (See Nielsen, Compete) and where brands spend their marketing efforts. The Transpond acquisition is an important step as the social web continues to grow.
The Transpond™ Apps Platform enables brands to easily create, publish, manage and track engagement with their content across social and mobile platforms. Fully branded apps created with the Transpond platform deliver consumer engagement around polls, quizzes, games, interactive commerce and content syndication, and can be instantly distributed across the social, web and mobile platforms. Designed for ease-of-use by marketing professionals, Transpond helps make all content engaging, social and measurable across all consumers touch points without the need for costly custom engineering. Customers include CBS, Revision3, TV.com, Lifetime Television, Universal Music Group, NBC Universal, Scion, Visa and others.
About Webtrends Inc.
Webtrends helps digital marketers create, measure and improve campaigns across all digital channels. Our leadership extends beyond the web analytics industry we founded in 1993 to the measurement, optimization and integration of all digital content and customer intelligence, including web sites, social media, mobile and paid-search advertising. Our products and services are trusted by thousands of leading brands and global organizations, including Microsoft, Toyota, The Coca-Cola Company, The New York Times and General Mills. Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners.