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Vibes, Marketo tie-up underscores growing opportunity for mobile wallet marketing

With marketing automation and mobile marketing gaining steam, leaders on either side, Marketo and Vibes, are teaming up to make it easier for organizations to integrate text messaging and mobile wallet content and ads into their automated programs. 

Through a new jointly built integration, marketers will be able to extend their marketing campaigns with SMS, MMS, mobile wallet content and mobile wallet advertising. As a result, marketers will be able to quickly reach consumers on their preferred device with personalized messaging. 

?Through this partnership with Vibes, Marketo is working towards providing the ability for marketers to engage via text messages/SMS and mobile wallet within our platform as easily as they set up other engagements with their customers,? said Mike Stocker, senior director of product solutions and innovation at Marketo.

?Additionally, mobile wallet is a huge new modern and powerful ability for our joint customers to market with mobile content to drive all new engagements and business outcomes,? he said. 

Campaign measurement
San Mateo, CA-based Marketo?s customers include Charles Schwab, GE Healthcare, Panasonic, MyFitnessPal and UBM Advanstar. The company provides engagement marketing software to help marketers develop long-term relationships with customers. 

The deal points to mobile marketing?s importance across industries and how text messaging and mobile wallets are, increasingly, a must-have capability. 

By incorporating text messaging into marketing campaigns on the Marketo platform, marketers can make them measurable. Marketers can also offer consumers the ability to choose if they would like to receive notifications via text or email. 

Mobile wallet marketing
As mobile adoption continues to grow, marketers on the Marketo platform can now integrate content to their email marketing campaigns to enable customers to save offers and loyalty cards to Apple Wallet and Android Pay. 

Marketers can also make a mobile wallet the post-click destination for digital advertising campaigns in Marketo. 
The new partnership builds on Vibes? existing relationship with Marketo as part of its LaunchPoint network.  

?Marketo believes marketers should be able to engage their customers wherever they are, and in their preferred communication method,? Mr. Stocker said. 

?Marketers need to think of being truly omnichannel to provide the most personalized engagements with their customers,? he said. 

?Marketo is serving as the marketing orchestration platform and we believe text message/SMS and mobile wallet functionality are key components for a marketer to engage with. The world is shifting towards mobile, and our partnership with Vibes adds these great capabilities for marketers.?