May 4, 2011, 2:24 PM

Search marketer Efficient Frontier buys social media firm Context Optional

The acquisition will lead to new services enabling retailers to manage Facebook campaigns.

Thad Rueter

Senior Editor

Lead Photo

Efficient Frontier, a search engine marketing firm, said today it had bought Context Optional, which sells software and services that help retailers and marketers reach consumers on social networks. Efficient Frontier did not say how much it paid for the company.

Efficient Frontier’s platform enables retailers to manage ad campaigns across search, display and social media. Context Optional’s products help merchants reach consumers via  Facebook and Twitter.  

Efficient Frontier says it will combine its advertising campaign management and optimization services with Context Optional’s page management platform. That will enable retailers to use one tool to acquire, manage and engage their Facebook fans, Efficient Frontier says.

“We are excited to offer marketers a complete solution for capitalizing on the growing social marketing opportunity across Facebook, Twitter and LinkedIn,” says David Karnstedt, Efficient Frontier’s CEO.  “Social media marketing is more than just the initial contact with the customer and requires both compelling experiences and an ongoing dialog to realize the full potential of the interaction.  The acquisition of Context Optional will create a unified platform for marketers to manage all of their social media touch points with brand enthusiasts.”

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