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BizReport : Advertising : October 07, 2013


Mobile, social products to improve reach, measurement

A trio of new releases may change the way brands look at mobile and social marketing by improving their ability to reach, track and measure engagement across devices.

by Kristina Knight

First, Marchex has launched Call DNA and Dynamic Tracking options, tools said to not only improve campaign performance but to lower customer acquisition costs and protect consumer privacy at the same time. With Dynamic Tracking brands can detail what triggers calls to their business while Call DNA gives brands more insight into which leads improve sales as well as call scoring options.

"These products are a significant advancement for our customers. As mobile continues to grow, marketers are increasingly unable to close the loop between which online actions drive an actual conversation and, ultimately, a sale," said Pete Christothoulou, President of Marchex. "Call DNA and Dynamic Tracking provide actionable insights that can transform advertising performance. We've seen these products improve ad performance by more than 25% and are excited to see the technologies yield leaner, more efficient advertising budgets for our customers."

Meanwhile, Demandbase has launched targeting tools with programmatic buying options for B2B brands in the social space. The toolset allows social brands to utilize Demandbase's Company-Targeting Advertising solution within Facebook to enhance message reach.

"Advertisers are missing out on a valuable opportunity to market to businesses across multiple social channels - reaching the millions of executives who are also on social sites while at work on Facebook - at the very moment when they are making important business decisions," said Greg Ott, CMO, Demandbase. "Until now, business marketers have targeted Facebook users based on Likes, posts, connections or past Web activity, but this isn't the most effective way to reach the accounts that are likely to convert. Now, B2B marketers can layer Company-Targeted Advertising on the Facebook ad platform, targeting only the companies they want to focus on."

And, from AppsFlyer, a Facebook option to increase the reach of branded mobile app ads. AppsFlyer has integrated the solution so that marketers can push engagement across mobile devices within the social structure.

"Increasingly, we see mobile app developers, publishers and brands spending more on mobile user acquisition," said Oren Kaniel, CEO & Co-Founder, AppsFlyer. "With AppsFlyer NativeTrack™ and the new Facebook Engagement Ads, advertisers have the transparency and the data they need to run smarter and more profitable app marketing campaigns."

The solution allows brands to measure and optimize the acquisition process, track in-app conversions and retarget campaigns across networks.

Tags: AppsFlyer, call advertising metrics, Demandbase, in call advertising, Marchex, mobile marketing, social marketing, social marketing tools










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