Social Marketing: How Bolzter Creates a Social Graph for Each Lead

gravity4 logo Social Marketing Platforms create a social graph for each lead by tracking that lead's connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. The Social Marketing sector is red hot. Acquisition-crazy Gravity4  just bought Bolzter to Add Lead Gen to its Marketing Cloud for further expansion in the U.S. and Latin America.

Gravity4 just further bulked up its marketing automation offerings with the acquisition of Bolzter.

Bolzter is a social marketing platform that creates a social graph for each lead by tracking that lead's connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. Direct-response marketers can profile prospects based on actual past behaviors, likes and preferences, influences and influencers, generate lookalike audiences, and then provide targeted promotions.

Hernan Rodriguez Gravity4The company will rebrand Bolzter as CrossGraph, a part of Gravity4's Marketing Cloud. Hernan Rodriguez, CEO of Bolzter, will join Gravity4's global management team. This marks Gravity4's tenth acquisition in just eleven months.

"We have a platform with which you can reach Hispanic clusters using Facebook, as well as other channels like Google or mobile, as well as doing campaigns for Latin American markets," Rodriguez says. It should be noted that this is a global offering, so marketers can target any geographic region or cultural group.

Combining the two companies puts additional boots on the ground in Latin America, because adding together staff from each company at the Sao Paolo office will create a 30-person operation there. "Integration of the two offices will enable us to offer better services to our clients in Latin America," Rodriguez says.

Bolzter technology works with third-party solutions, and, once a lead is created, it is automatically sent to other marketing applications; in the case of Gravity4, that means CRM.ME, allowing marketers to do all their lead management in one place.

Instead of delivering impressions via display or email and then creating landing pages to capture consumer data, marketers can drive traffic within Facebook to specific pages and directly capture the data.

Xavier Mantilla, SVP Multicultural, UMXavier Mantilla, general manager of LATAM for Gravity4, points out that Bolzter was already Facebook's top revenue-generating partner, while Gravity4 is the largest buyer of Facebook advertising in Colombia, in part due to its representation of the Homecenter chain of stores. Mantilla, an executive with experience at Publicis, WPP and IPG, came to Gravity4 in March of this year and immediately opened the office in Sao Paulo.

Mantilla explains that adding Bolzter/CrossGraph to the Gravity4 platform will make retargeting more efficient, because data from all channels can flow into a single data management platform so that the same customers are not inadvertently retargeted multiple times as they move across platforms.

"Bolzter was the first company to go into Facebook Exchange and create lead-generation campaigns," Mantilla adds. "This changes the lead-generation model from affiliate marketing to dynamic product ads."

Mantilla says that, instead of delivering impressions via display or email and then creating landing pages to capture consumer data, with Bolzter, marketers can drive traffic within Facebook to specific pages and directly capture the data. He says, "It starts to become much more efficient."

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Susan Kuchinskas @susankuchinskas

Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

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