Uberflip, a content experience platform that creates personalized content experiences through audience intelligence, journey acceleration, and experience management, recently acquired SnapApp. SnapApp, another content experience platform, has been offering interactive content tools since its founding in 2012.
SnapApp offers online tools for building calculators, quizzes, infographics, interactive videos, and various other types of interactive content. However, according to Uberflip’s CEO Yoav Schwartz, SnapApp has “changed dramatically over 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.” Uberflip’s acquisition of SnapApp will improve users' ability to personalize content and serve content recommendations to potential buyers and current customers.
Randy Frisch, President and CMO of Uberflip, posted a blog on LinkedIn in early 2018 which discussed how marketers need to shift their focus from just creating great content to delivering great content experiences. Frisch added that marketers spend a lot of time around content creation and organization, but not enough time on content distribution.
There is also content experience software that can be utilized within an account-based marketing strategy, called account-based web and content experiences software. This type of software displays unique content for each targeted account on a company’s website by personalizing text, branding, calls to action, images, etc. and also assists marketers in monitoring page views and conversions per account as they engage with their website and content. Uberflip is included in this category.
We can expect content experience software to continue to evolve and grow as consumers expect a 1:1, hyper-personalized content experience. This will include not just personalizing for each individual, but also personalizing how they consume content across multiple channels.
Emily is the market research manager for the applications squad as well as G2's research principal focused on marketing + digital advertising software. She earned her BS in business administration and MBA with a concentration in marketing and business analytics from the Georgia Institute of Technology. She enjoys coaching and volunteering for Girls on the Run, attending concerts, running half marathons, and hiking.