Retailers shift their ad spending from TV, radio and print ads to digital ads.
The deal will give retailers more ways to manage their social media campaigns.
Retailers using VerticalResponse Inc.’s services to manage their online marketing efforts now will have more tools for managing their social media marketing campaigns, too, thanks to the company’s acquisition of Roost Inc. VerticalResponse did not disclose terms of the deal.
Businesses use Roost’s technology to create, schedule and publish Facebook and Twitter campaigns. Roost suggests content to post in case a retailer doesn’t know what content to post. That should aid users wondering what to post and when to post on a social media network, VerticalResponse says.
“The number of our customers who share their email marketing campaigns with their social networks has increased over 1,400% since the beginning of 2011, so it’s clear that small businesses understand the power of social media,” says Janine Popick, VerticalResponse CEO.
VerticalResponse users pay nothing for using Roost, but pay either a per-use or monthly fee of $8.50 for e-mail marketing services, according to VerticalResponse’s web site. VerticalResponse also offers online surveys, which start at $11.48 per 1,000 responses. In addition, VerticalResponse provides event marketing services, charging no fee for free events, but assessing a charge of 2.5% of the ticket price plus 99 cents per ticket for paid events.