ExactTarget Unveils MobilePush Application, Integrates Push Messaging into Cross-Channel Marketing

INDIANAPOLIS--(BUSINESS WIRE)--Global interactive marketing provider ExactTarget (NYSE:ET) announced its new MobilePush application today, providing marketers the first enterprise application to integrate push notifications into cross-channel digital marketing.

“The number of apps downloaded is staggering; however, the opportunity for app-level messaging has largely gone unrealized as marketers struggled to integrate the channel into their broader interactive marketing mix”

Built on ExactTarget’s Fuel platform and integrated with the ExactTarget Interactive Marketing Hub, MobilePush enables marketers to power push notifications from applications on smartphones and tablets and seamlessly integrate the message with campaigns across email, mobile, social and the Web.

“The number of apps downloaded is staggering; however, the opportunity for app-level messaging has largely gone unrealized as marketers struggled to integrate the channel into their broader interactive marketing mix,” said Scott McCorkle, ExactTarget president, technology and strategy. “ExactTarget MobilePush provides the industry’s first solution to seamlessly integrate app-level messaging and leverage engagement data from across email, mobile, social and the Web to deliver the most relevant engaging experience.”

Key features of ExactTarget MobilePush include:

Cross-Channel Integration: Seamless integration into the Interactive Marketing Hub allows marketers to associate push messages with ExactTarget-powered campaigns across email, social and the Web.
Advanced Segmentation: Trigger relevant messaging based on consumer preferences and engagement across email, mobile, social and the Web.
Reporting and Analytics: View consumer behavior and application engagement metrics in real time to optimize cross-channel experiences.
Industry Leading Technology: Powered by a partnership that unites Urban Airship’s leading Push notification technology with ExactTarget’s strength in cross-channel marketing automation.

ExactTarget MobilePush is expected to become generally available during the fourth quarter of 2012.

“As brands realize the tremendous opportunity to drive deeper engagement with mobile consumers, push messaging is the strategic channel that leverages rich app user behavior and preference information as context to deliver relevant, personalized communications,” said Scott Kveton, co-founder and CEO, Urban Airship. “We are thrilled to be the go-to provider of precision-targeted push messaging as other marketing technology leaders seek to broaden their mobile capabilities.”

MobilePush is the second mobile marketing innovation launched this year by ExactTarget. In June, ExactTarget launched MobileConnect, its next generation SMS marketing application, featuring intuitive message templates, easy-to-use reporting, advanced enterprise management of short/long codes and keywords and cross-channel integration with campaigns across email, social media and the web.

The launch of MobilePush comes during ExactTarget’s annual client conference Connections. More than 4,000 ExactTarget clients and partners from around the world are attending the event, which will run through Thursday. The event features keynote addresses from Michael J. Fox, illusionist David Blaine and executives from Twitter, LinkedIn, Foursquare, reddit and the New York Stock Exchange. For real-time updates throughout the conference, follow @ExactTarget and the hashtag #ET12 on Twitter.

Connections ’12 follows ExactTarget Connections ‘11, an event that welcomed more than 3,000 marketers to Indianapolis and featured a lineup of industry thought leaders including Jimmy Wales, Wikipedia founder and Soledad O’Brien, award-winning CNN anchor and special correspondent.

About ExactTarget

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices across North America and in Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.