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BizReport : Ecommerce archives : June 05, 2012

3 moves to help online brands acquire more

Three moves in the online space - one in search, another in email and a third in online experience - may push brands to higher consumers engagement levels.

by Kristina Knight

First up, Rio SEO, who has acquired Top Local Search. The acquisition will give Rio SEO customers access to five hyper local options for campaigns. Going local with search has been shown to have good results for businesses - localizing search ads can help bring foot traffic and may more deeply engage consumers who want to support local businesses.

The new solutions include Rio SEO Location Finder, Rio SEO Mobile Location Finder, Rio SEO Local Search Optimizer, Rio SEO Local Map Optimizer and Rio SEO IYP Link Optimizer.

Meanwhile, from ividence, a $4 million Series B funding announcement. Led by Omnes Capital, the funds will help expand the infrastructure into the US space. The ividence platform helps marketers and list owners optimize email ads through behavioral targeting.

Finally, Teradata and Aprimo have finalized the acquisition of eCircle. The acquisition should give global marketers the ability to create and launch more targeted and relevant online experiences for consumers.

"We looked around the world to find the best company in digital messaging, with the greatest respect for data privacy and the highest compliance standards, and which was the best fit with our vision, culture and values. We found it in eCircle, the digital marketing leader of all Europe, and we welcome them to the Teradata/Aprimo team," said Bob Boehnlein, president of Aprimo. "The addition of eCircle increases Aprimo's European presence more than three-fold, and gives us expertise and market presence in all major European countries, creating the largest marketing applications provider in Europe and enabling delivery of Aprimo's solutions globally."

Teradata is a date warehousing and analytical platform while Aprimo offers integrated marketing solutions; eCircle is a digital messaging hub.

Tags: ad optimization, ad tips, ad tools, Aprimo, ividence, online advertising, Rio SEO

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