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BizReport : Advertising archives : August 15, 2013

Social, mobile tools to increase business awareness

Two new toolsets in the online space should set up brands to better understand how their mobile and social presence is impacting customer engagement.

by Kristina Knight

First up, from location hub Placed, the new Placed Attribution tool, set up to measure mobile ads and in-store traffic. The solution is programmatic so it delivers results in real time, combining direct measurement with opt-in panels so that mobile brands know how effective their advertising is.

"Placed is the attribution layer for mobile. Placed Attribution changes the way marketers perceive mobile, where the conversion is no longer just the click, it is a quantifiable store visit," said David Shim, Founder and CEO of Placed. "By combining direct measurement with a 100% opt-in panel, Placed delivers an unprecedented view into the effectiveness of mobile advertising."

Meanwhile, from Topsy, new APIs set up to deliver more powerful social data to businesses. Through the new tools brands, as well as developers, can integrate real time social analysis into their apps and dashboards.

"Our new social data APIs turn the Twitter Firehose into high-value streams of enriched metrics and content that companies can easily use in their applications, products, and other solutions," says Jamie de Guerre, SVP of product and marketing at Topsy. "By doing the heavy lifting of analysis and enrichment for developers, we're looking to unlock the power of real-time social conversations and catalyze more widespread usage of this information."

Topsy APIs include real time count/measurements as well as geo-filtering options so that social brands can see how targets are engaging with their social presence.

Tags: mobile marketing, mobile marketing tools, Placed, social marketing, social marketing tools, Topsy

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