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Dive Brief

IBM looks to improve mobile marketing potential with acquisition of Xtify Inc.

Published Oct. 4, 2013
By
Philip Nations Contributing Editor

Dive Brief:

  • IBM has announced the company has acquired Xtify Inc. to help expand its digital marketing potential.
  • The merger will assist IBM in its digital marketing expansion for retailers through cloud-based services by improving IBM's Smarter Commerce initiative 
  • IBM has invested over $6 billion total in cloud-related acquisitions, though financial terms of this merger have not been disclosed.

Dive Insight:

 "The acquisition of Xtify provides new ways for our clients to foster a direct, one-to-one communication channel with their customers,” says IBM vice president of digital marketing, Kevin Bishop. Xtify will help to expand IBM's Smarter Commerce initiative designed to engage and retain mobile shoppers through push notifications of new web content and promotional offers.

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Filed Under: Consumer Trends

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