• by Erik Sass , August 18, 2009

In a strategic move to bolster its affiliates' online radio audiences, Triton Digital has acquired Enticent, a loyalty marketer, and plans to merge it with an existing Triton division, Mass2One Media, to form a new unit called Triton Loyalty.

With the acquisition, Triton will be able to offer its roughly 4,300 affiliated digital radio broadcasters more features for building long-term audience engagement and retention.

Enticent's flagship application, StickyFish, is a points-based loyalty program with multiple databases collecting data from surveys, music testing, contests and flash-based gaming. StickyFish also allows clients to create consumer loyalty programs around actions like appointment viewing or listening to media, reading promotional emails, attending station events, Web surfing and e-commerce.

Another Enticent property, FanClub, offers many of the same loyalty-building services -- including surveys, music testing, contests, email marketing -- without the points-based accounting system. FanClub performs the same kind of database operations using data from password-protected areas of radio stations' consumer Web sites.

Enticent already has relationships with a number of big online radio players. In April of this year, Enticent signed a deal with Entercom to provide database marketing tools to all of the latter's online properties, including a number of station Web sites.

By acquiring Enticent, Triton Media COO Mike Agovino remarked: "The enhanced Triton Loyalty will offer a full complement of innovative products designed to enable mass media's transformation into a vital one-to-one audience engagement and marketing vehicle."