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BizReport : Advertising : March 07, 2013


New releases to give brands more insights into purchasing funnel

In the online space matching customers and brands is a hard business. But a new partnership between eWayDirect and Publisher's Clearing House and a new offering from The Search Agency could help brands make faster, smarter customer matches.

by Kristina Knight

First, from The Search Agency, the h(Paid) platform which tells brands what customer actions - like searching a product or reading a review - mean and then offers insights into how the brand can then interact with the customer. Knowing how to approach an in-market customer is a huge advantage in the online space - too soon and a brand could turn a shopper off, too late and they may find a similar product elsewhere or find the product on another retailer's site.

Through the platform brands can target shoppers across online channels by delivering relevant creative to the right customer at the right time. The platform also offers optimization and analytics so that brands have a picture of what shoppers are doing in the different channels.

"We know that customers work across multiple channels when they are making purchasing decisions -- from search, to social, to reading mobile reviews--and marketers need to shift gears to engage them with the right message at each stage," said Keith Wilson, vice president of Agency Products, The Search Agency. "There has historically been a dearth of tools that enable marketers to take a holistic view of their marketing strategies, resulting in lagging performance, inadequate resources, and lack of visibility to the effectiveness of their entire online marketing spend. h(Paid) helps marketers keep audiences engaged every step of the way, regardless of where customers look for information on the web or which device that they use to do so."

Meanwhile, eWayDirect and Publisher's Clearing House have begun a partnership to help brands reach customers faster. PCH has been using eWayDirect's CertainSource 2.0 platform to help better match customers and brands.

"CertainSource has opened a whole new acquisition channel that has exceeded our expectations, delivering highly qualified customers who are already engaged with our brand,"said Sal Tripi of Publishers Clearing House. In just the first four months of the PCH campaign, CertainSource has helped PCH achieve its customer-acquisition targets cost-effectively while reducing risk to the PCH brand.

"PCH came to us with an already incredibly large database, so finding new customers was challenging," said Neil Rosen, eWayDirect's CEO. "But with CertainSource's intense qualification process, we've been able to deliver highly qualified prospects and new customers at a rate that satisfies PCH's aggressive growth goals at a very effective price point."

Tags: advertising funnel, advertising tools, eWayDirect, online advertising, The Search Agency










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