Digital marketing company emfluence is acquiring Spiral16, an Overland Park firm that specializes in online listening and sentiment monitoring.

The emfluence platform already offers users a simple, yet comprehensive way to create email campaigns, landing pages and other digital marketing messages. Customers had been asking for the company to offer some kind of social media monitoring tool, too.

“Our goal is to constantly be adding to our marketing stack,” said David Cacioppo, emfluence’s CEO. “In this case, an opportunity to integrate new technology into our existing digital marketing platform turned into something bigger.”

The two companies had actually been working together over the past year to integrate Spiral16’s analytics tools into emfluence’s service.

“During the process, we realized there was a bigger opportunity for combining the two powerful platforms,” Cacioppo said. “It adds to the emfluence suite of tools and will take Spiral16 from operating in a narrow marketing technology niche to becoming part of a broader array of digital marketing tools.”

Spiral16 has already relocated to emfluence’s offices in downtown Kansas City, Mo. Mike O’Malley of M&A specialists O’Keeffe & O’Malley represented emfluence in the acquisition.