Optimove Acquires Kumulos

Optimove, a marketing platform provider, has acquired Kumulos, a provider of a personalized messaging platform for mobile applications. Financial terms of the deal were not disclosed.

The acquisition furthers Optimove's efforts to expand the native messaging capabilities of its Customer Relationship Management (CRM) Marketing platform and bolsters its artificial intelligence engine, adding native mobile capabilities to help companies orchestrate multichannel marketing journeys across web, email, and mobile channels.

"Our accelerated growth has been driven by building the most powerful orchestration brain in the market on top of our [customer data platform]," said Optimove Founder and CEO Pini Yakuel in a statement. "To support our next stage of growth, we will continue to add expanded capabilities to help marketers reach customers in many different ways. We already do this in email, and Kumulos was a natural fit to offer this across mobile marketing as they provide an easy way to build out sophisticated mobile and web campaigns."

With the Kumulos acquisition, Optimove now empowers marketers to do the following:

• Re-engage customers with mobile push notifications that support rich media, templates, and deep linking based on each customer's usage history.
• Create customized in-app messages with on-brand overlays and inbox messages for onboarding experiences, customer-based messaging, and rich in-app communications.
• Maximize opt-ins and conversions with fully customizable permission overlays and soft prompts as well as personalized rich media web push messages that dynamically adapt to each customer's on-site behavior.
• Trigger automated messages leveraging geofences and beacon technology combined with real-time behavior, customer attributes, and preferences.
• Acquire new mobile app users from websites, email, social media, digital advertising, out-of-home advertising, and more with deferred deep linking powered by universal smart links and web-to-app banners that navigate each customer to a unique destination.

<p"We were already partnered with Optimove and share an open, collaborative culture, so integrating our technology into its UI as a fully native solution was seamless," said Bob Lawson, co-founder of Kumulos, in a statement. "Kumulos brings a unique blend of mobile messaging and engagement features to enable personalized mobile-first experiences for brands. Customers will be able to build these mobile campaigns and journeys directly from within Optimove from day one."