Silverpop acquires PlacePunch

Marketing automation company Silverpop has acquired PlacePunch, a location-based marketing services company. PlacePunch will retain its brand but the firm will be relocated to Silverpop's Atlanta offices.

Bill Nussey, president and CEO of Silverpop, said the acquisition enables his company to build more relevant and engaging marketing communications for clients.

“Being able to incorporate location into the mix of information we know about a customer is incredibly powerful,” he said. “PlacePunch was one of the first to innovate in the location-based space.”

Because PlacePunch's services are check-in and opt-in services, Nussey said, the firm is able “to avoid the creepy stuff that happens in some location-based marketing.”

PlacePunch's technology can be utilized on Facebook, Foursquare and Twitter and includes features that can be implemented for rewards programs, check-in campaigns, location-based offers and location-based analytics.

Adam Steinberg, co-founder and CEO of PlacePunch, will be retained by Silverpop. He will serve as Silverpop's segment marketing director for social media and he will report to Laurie Hood, Silverpop's VP of product marketing.

The combined companies are comprised of more than 420 employees, said Nussey. No layoffs will come as a result of the acquisition, he said, though he would not reveal the number of employees transitioning from PlacePunch.

Silverpop's client roster includes Girl Scouts of the USA, Heinz and USA Financial.

PlacePunch clients include Holiday Inn, Food Lion and AutoTrader.com.

Terms of the deal were not disclosed.