BOSTON: Under its recent acquisition by Tesco, social media marketing agency BzzAgent will remain independent and continue to service its current clients, confirmed Dave Balter, the company's CEO.
As a word-of-mouth marketing agency that has worked with brands such as Michelin, Alexia, and Neutrogena, BzzAgent utilizes a network of more than 800,000 consumers to try out and rate products. Consumers then have the option to share their opinions of the products through various outlets and social media channels. BzzAgent tracks and measures the content that consumers create.
Under the acquisition, BzzAgent will work closely with Dunnhumby, a Tesco subsidiary company that uses consumer purchasing data as a basis for creating loyalty shopper programs and in-store marketing campaigns for retailers. The deal will allow BzzAgent to expand its network of 800,000 and tap into Dunnhumby's pool of more than 200 million shoppers.
Balter said that under the Tesco umbrella, the company will now be able to target and segment consumers more efficiently and will also have the ability to utilize data related to in-store consumer purchase behavior in its programs as well. For example, in-store transaction records will allow BzzAgent to track the ROI of its campaigns all the way through the point of purchase.
“The goal of this is to help the clients we work with get the next level of value,” Balter said. “We think this is the future.”