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BizReport : Ecommerce archives : July 27, 2012

Marketfish release tracks conversions, targets leads

Two new products out from Marketfish may give brands more insight into how consumers are engaging - clicking, converting - with ads and should also offer insight into past purchasing. The Click Conversion Tracker evaluates email performance for brands while the Record Purchase tool allows users to 'rent' or 'purchase' specific sale records to increase lead quality.

by Kristina Knight

I recently chatted with Marketfish about the releases and what they mean for advertisers.

Dave Scott, Marketfish CEO: The ultimate question for any company is 'did it generate revenues' but understanding how much traffic or how many leads it generated is the next best thing. At the very least, it allows the marketer to understand how well their part of the sales and marketing funnel is working.

Kristina: For lead marketers, do products like this offer an advantage?

Dave: Yes. If this was a car, traditional lead gen platforms may provide you with headlights. Our new features gives you GPS and turn-by-turn navigation. Our platform allows marketers to have a 'test and refine' approach to the lead generation programs. For instance, you can run an A/B test against 3 separate lists. In real time, we can let you know which lists were losers and which list were winners. We let you know which subject header tested the best or which creative won over the audience. Marketing is a learning process and we facilitate that learning process.

Kristina: We're beginning to hear more about tablet traffic and how consumers are engaging - reading more content, shopping more from mobile - how is this trend also impacting lead marketers?

Dave: The mobile movement is affecting email based lead generation is a profound way. Studies show that most people read their emails on a mobile device but may not act upon that email until they are on their computer. This means designing for readability on a mobile device is critical. It also means that you get 3 seconds to impress someone while they are on the move.

Kristina: What trends are you seeing in lead marketing?

Dave: Marketers are getting smarter about lead generation marketing due to the sheer amount of data that is out there. In this universe, the marketer looks more like a scientist than an artist. It means that marketers can use data and facts to guide their decisions, rather than hunches and innuendo. Welcome to the atomic age of marketing.

Tags: lead gen tools, lead generation, Marketfish, online advertising

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