As just about all social media managers know, social media has become an indispensable channel for marketing. And New York’s Software-as-a-Service startup Offerpop aims to consolidate its increasingly vanguard status in this field. This follows a successful Series C round this month which added an additional $15 million to its coffers.
The company was founded in 2009 by Allen Bonde, Mark Cooper, Wendell Landsford and Prakash Mishra and has become a leader in social media marketing in an impressively short space of time. Its roster now includes over 2,000 enterprise and mid-market clients, amongst them big names like Comedy Central, Lilly Pulitzer and L’Oreal. Social media managers hearing about it for the first time here will probably want to know a little more about what this up-and-coming startup offers, so here’s a little lowdown.
If a customer tweets about, say, a L’Oreal product, Offerpop’s platform not only lets L’Oreal know, it can also do much more intricate stuff as well. Like, for example, sending automated responses to the relevant tweeters, obtaining permission to include user-generated images in forthcoming marketing materials and monitoring the success or failure of specific campaigns by identifying whether those tweeters actually ended up buying anything. As CEO Wendell Lansford puts it:
“The world of brand marketing is changing every day. With the rise of mobile and social, the most powerful content is now user-generated. And the most effective marketing is authentic and consumer-driven.
“Offerpop provides a complete solution for this new reality, allowing brands to adapt to a new marketing landscape driven by social and mobile consumers and content creator.”
The startup’s software handles social media in no fewer than 18 different languages, and although New York will remain its chief base, Lansford says that a new San Francisco office will open in the near future. The company is looking to scale up its overseas capabilities as well.
The latest round of funding, which was led by Edison Ventures, brings the company’s investment total so far to $24.5 million. If any social media managers reading this want to know what else the new funding will be used for, Lansford says that new software products are in the offing along with a major investment in infrastructure.