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BizReport : Advertising archives : December 30, 2010

Optify offers quick global campaign launch

From monitoring the impact of a campaign on organic search to tracking conversion rates, today's online merchant needs to be in the know. That means real-time information. SaaS provider Optify has upgraded their platform to give marketers more insight into campaigns from search to display on an international level.

by Kristina Knight

Optify CEO and Co-Founder Brian Goffman tells BizReport just how important the global marketplace can be for merchants and how to take advantage of a global consumership. Their SaaS platform is cloud-based and can be running within minutes of installation.

Kristina: "For brands looking at global campaigns, how important is it to be able to reach into multiple platforms?"

Brian: "Extremely. We know that both Google and Bing give different results based on your location, and for companies with global campaigns, the ability to know where they rank on local search engines and to optimize their pages to rank on those pages is essential to the success of their campaign. If you are running a global campaign, you want to make sure that people find you online, regardless of where they are located. Additionally important is begin able to rank for local language keywords. Local search engines support local language and being able to track local keywords in a particular locale or country is important for companies who want to be able take care of regional or local variants to term use, target keywords and language."

Kristina: "How can brands best obtain the same-but-different messages - conversation in social, direct/transactionary in search, etc. - that are needed in the different advertising realms?"

Brian: "One of the most important keys to success of a campaign and a brand is message alignment. Marketers want to know that the message they push on one channel is aligned with the message communicated on other channels. This is also true for global campaigns. While the language might be different, marketers want and need to make sure that the message they are communicating in different countries is harmonized and/or the same. With the world becoming increasingly connected through technology, different messages in different countries will create brand confusion."

Kristina: "How important is the ability to have real time information for today's marketers?"
Brian: "By monitoring marketing data in real time, Marketers can have a competitive advantage by being aware (before their competitors do) about what's working and what isn't working, and responding more quickly to customers' needs. If you are able to match the state of mind of your customers, and match their location in the purchase cycle, then you have a stronger chance of meeting their needs and closing a deal. Real time information lets you reach out to prospects at the time they are most influenced by the information you provide. Real time information allows you to reach out to prospects when you, or your product, are still fresh in their mind."

Tags: ad campaign, Brian Goffman, ecommerce, global marketing, online advertising, Optify

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