Naviant to acquire Softbank marketing solutions

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The marketing company Naviant has acquired Softbank Marketing Solutions (SMS), a specialist in direct marketing and loyalty programs.

SMS will bring its interactive program, Instant Rewards, a Web-based server solution called Club Rewards, and its e-mail-based Smart Messaging programs to Naviant.

 “Softbank Marketing Solutions are a natural fit for the Naviant business model,” said Charles Stryker, president and CEO of Naviant. “We will significantly enhance the capabilities, speed, and flexibility of our e-Registration product line.”

SMS will become a Naviant division with offices in San Francisco and Boston, and the current CEO of SMS, Paul O’Brien, will lead the integration.

 “We are looking forward to becoming a part of this leading precision marketing company,” said O’Brien. “Through our direct marketing services, we connect buyers and sellers internationally, through a unique process that presents users with valuable and targeted offers based on rich user profiles and demographics.”

Naviant also recently acquired the Strategic Database Group, formerly owned by Webcraft.

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