News Byte: Silverpop Launches Enhanced Website Personalization

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News Byte: Silverpop Launches Enhanced Website Personalization
News Byte: Silverpop Launches Enhanced Website Personalization

Marketers' nirvana is cross-channel personalization. Digital marketing technology provider Silverpop aims to help marketers achieve that with Smart Content, a tool designed to provide deep website personalization capabilities, similar to those currently found in email marketing.

Using Smart Content, Silverpop users can display in real time the right messaging or content when their customers visit their website. The Silverpop tool is designed to recognize customers and serve relevant information. Smart Content connects a company's marketing database and its website, allowing for content to be written as HTML right into the webpages. The personalization can be as simple as one sentence or phrase on the page, or as detailed as a full section within a page.

“Marketers are getting really good at dynamically delivering incredibly relevant messages via email, but too often a similar, personalized strategy is not followed when it comes to the corporate website,” Bryan Brown, VP of product strategy at Silverpop, said in a statement. “Marketers have to be aware of buyer preferences and activities across every step of the customer lifecycle and then reflect this knowledge back to the individual at every touchpoint and via every channel where interactions are taking place.”

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