News Column

Waterfall Launches Cross-Channel Messaging Platform

January 31, 2014

Waterfall, a mobile and social marketing platform provider, announced new features to its platform, designed to drive more personalized engagement and one-to-one customer conversations for agencies and enterprise companies.

According to a release, Waterfall's SaaS offering helps marketers with large volume direct marketing campaigns create meaningful, interactive dialogues across SMS, MMS, Passbook, Facebook, Twitter, 2D Codes, voice, mobile wallets, mobile coupons and push notifications through an friendly suite of tools and analytics. While Waterfall's solutions simplify these emerging channels for marketers, the open architecture allows customer data to flow freely to and from its clients' data warehouses, websites and other marketing automation and customer relationship management (CRM) platforms.

"With Waterfall as the cornerstone of our mobile communication efforts, we can link our social media marketing campaigns with our mobile site, which has enabled us to turn a lot of our fan base into brand loyalists," said Kristin Eglentowicz, Director of eCommerce Operations at Stuart Weitzman. "For example, when we post image shots on a social channel, customers can text the style name and receive back a direct link to that product purchasing page. With its new features, Waterfall has given us access to more data, which we plan to use to allow us to deliver more targeted campaigns based on location and personal preferences. Being armed with this information will help us stay focused on our 2014 goal of increasing customer acquisitions through mobile campaigns."

Key new features as listed by Waterfall include:

-Insights Dashboard: Measure subscriber list health and analyze customer engagement across mobile and social.

-Conversation Stream: Manage one-to-one SMS and Facebook conversations in real-time with multiple marketing and/or customer service personnel.

-App Integration and Push Notifications: Capture actions, activity and location via your brand application for targeting, then schedule and send push notifications.

-Unlimited Data Segmentation: Maximize ROI through segmentation and targeting by capturing metadata online via social channels, through activity, or synching with any external source (CRM or data warehouse) in real-time.

-SaaS Experience: Latest JavaScript technologies combine to produce a single page web app that looks, feels and acts like a preinstalled native application.

-Open Architecture: Whether campaign creation, data synchronization or creating complete custom standalone messaging apps, an easy-to-use RESTful API provides connectivity to every feature in the core Waterfall JavaEE software stack.

"Personalized engagement means sending a compelling message, at the opportune time, in the correct format, to a precise target that incites action," said Matt Silk, Chief Marketing Officer at Waterfall. "However, the challenge for marketers has been in creating this personalized, one-to-one experience that seamlessly integrates across social and mobile channels. With these new additions to our platform, we address this issue and help brands and agencies view mobile and social marketing as elements of a broader CRM strategy, rather than one-off campaigns."

All new features of the platform are currently available through the web interface and API, with access via iOS and Android applications coming in Q1.

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