Uberflip acquires SnapApp for smarter content targeting
Summary
In other words, it’s not selling productivity and workflow tools for marketers to write blog posts and create videos. “Content marketing has gotten a bad rap in some ways,” Frisch said, noting that there’s been “a lot of consolidation in that space in the last number of years,” so Uberflip has been working to distance itself from that term. (To that end, Frisch recently published a book with the colorful title “F#ck Content Marketing.”) As for SnapApp, I wrote about the company’s interactive content tools back in 2015, but Uberflip CEO Yoav Schwartz told me that the product has changed dramatically in the last 18 months — it now offers “a better, smarter way to understand a visitor” by “peppering them with questions” as they’re browsing a marketer’s website. So Schwartz sees this acquisition — Uberflip’s first — as a way to help the company improve its personalized content recommendations. We’re going to allow time to understand how those two technologies can work together.” Frisch and Schwartz said that 10 to 15 SnapApp team members will be joining Uberflip, bringing the total headcount to around 150.
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