April 18, 2013, 11:07 AM

Social media marketing firm Wildfire shutters its standalone promotions tool

The changes are effective as of July 1.

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Google Inc.-owned social media marketing firm Wildfire, which helps retailers manage their social media marketing efforts, says it is shuttering its social media promotions product that enable retailers and other marketers to create one-off campaigns on their own.

Wildfire will only offer its promotions tools as part of its broader social marketing suite, which costs $2,500 a month. The suite is a hub where marketers can organize their social marketing content, including Facebook posts, the Twitter messages known as tweets, promotions and ad placements.

The move is the first major shift since Google acquired the vendor last year.

Retailers using Wildfire’s stand-alone self-service tools to run promotions can continue to do so through June 30, the vendor says. After that, they can upgrade to the suite or export their leads to another vendor’s system.

“We understand that some of you will still want to run stand-alone promotions, so we’re glad to know that there are other companies dedicated to helping you do this,” Wildfire writes in a blog post. “But we’ll be sad to see you go.”

The Internet Retailer Social Media 300, a comprehensive analysis of e-retailers’ social commerce strategies, includes a vendor section that profiles the leading social consultants, platform providers, app developers, analytics and other social networking and marketing providers.

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