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Experticity and ReadyPulse Merging for Holistic Influencing

Experticity and ReadyPulse have recently announced that they are merging together.  Experticity is an influencer network that works to help find and support offline efforts for brands such as ski resorts.  ReadyPulse offers similar services but for online brands, helping match them up with advocates.  Together the two companies will be able to better offer holistic services in today’s world where most companies are offering both an online and offline presence to their customers.

The combined company will help make it easier for brands to create a campaign that allows for effective conversation between the customers and the passionate employees in a physical store or an online environment.

Both companies work by pairing up influencers by offering free or discounted products rather than direct pay.  While these are certainly perks to bring in influencers, the free merchandise is not typically seen as the main attraction.  Helping someone passionate about a product or industry get matched up with a brand in that space is quite a win-win situation for everyone involved.  Professional skiers, for example, are often more than happy to work with specific ski resorts or equipment manufacturers to cross-promote each other.

The brands get promotion from well-known figures in the industry, and the influencers get additional followers in addition to the free or discounted products.  Both benefit from the market trust that they have achieved, and help to build on it by associating with the other.

While this is certainly not a traditional marketing strategy, and not one that works in every situation, it is very effective in many industries.  How much of a boost the combined company will see compared to each operating independently is not yet known.  The two companies have not released the details of the merger at this point.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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