ADOTAS – Social media and email marketing companies are rubbing up real close — so close it’s only matter of time before they all get hitched. Email specialist Constant Contact has added social CRM capabilities through the acquisition of Bantam Live, opening a cross-channel dashboard for monitoring clicks, email opens, survey responses, event participation and social media interactions in real-time.
By integrating Bantam Live’s Ruby on Rails-based technology, Constant Contact is planning to launch a social media marketing platform later this year. The purchase price was $15 million, and the Bantam Live staff will continue working from their base in New York City, where a Constant Contact development office will soon open. Bantam Line founder and CEO John Rourke joins the Constant Contact’s strategy and innovation team while CTO Henry Poydar shifts to director of engineering.
“With the Bantam Live acquisition and our internal development initiatives, we are building a platform that delivers a targeted approach to building stronger customer relationships and cultivating new ones — the number one business driver for small organizations,” said Constant Contact CEO Gail Goodman. “Armed with better, targeted insight, small organizations can more easily turn prospects into customers or members, and fans into advocates.”