Optimove acquires mobile messaging provider

CRM marketing platform Optimove has announced that it has acquired Scotland-based mobile messaging provider Kumulos in an expansion of its messaging capabilities, enabling brands to orchestrate multichannel marketing journeys across web, email, and mobile channels.

“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,” said Optimove founder and CEO Pini Yakuel in a release.

New capabilities. The capabilities Kumulos will add include:

• Mobile push notifications that support rich media, templates, and deep linking.
• Customized in-app messages with branding.
• Web push messages responsive to customer’s on-site behavior.

Why we care. Optimove is an example of a CRM platform that does more than act as a repository for customer data and transaction histories. With an integrated CDP, it triggers relevant messages and sends them over a range of channels, a range that will expand with the Kumulos acquisition. Optimove has said it plans further acquisitions over the next year.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.