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BizReport : Advertising archives : June 16, 2016

Ad Roundup: Partnerships for better connection

In today's advertising roundup, three new partnerships that should give online marketers better connection with their customer bases.

by Kristina Knight

First, YesPath and Madison Logic have partnered on a program that will allow marketers to trigger campaigns based on buyer signals. Through the partnership, YesPath will identify real-time intent and engagement signals which will then trigger Madison Logic's engine to launch relevant campaigns.

"The YesPath team has developed an innovative approach to account-based marketing," said Madison Logic Co-Founder and SVP Audience Development Vin Turk. "By combining this approach with Madison Logic's rich data, clients now have unprecedented reach and scale to deliver the most relevant content to the most receptive prospects."

Meanwhile, Invoca is launching the Invoca for Social tool, which has a focus on Facebook ad optimization. Using the new tool brands can improve attribution, improve audience insights, and obtain call data from within Facebook's reporting.

"As smartphones have become the primary device for digital interaction, it's no surprise that people are increasingly blending online and offline interactions," said Kyle Christensen, VP of Marketing at Invoca. "Marketers are realizing that today's customer journey often jumps around between using the Facebook app, a mobile website, and an in-store visit or phone call. Invoca for Social is an important step forward for the millions of businesses advertising on Facebook that are looking to close the online/offline gap and optimize for the entire omnichannel customer journey."

And, nChannel has partnered with Shopify Plus, giving merchants the ability to move their ecommerce data into Shopify Plus, and to integrate their fulfillment systems with the platform.

"As any merchant or customer can attest, the retail industry has experienced a fundamental shift in the way it operates, in large part to the changing consumer shopping experience and what customers demand from today's retailers," said Steve Weber, president and CEO of nChannel. "Before they hit the buy button, Shopify Plus provides merchants with the tools to make it easy for shoppers to find and purchase the perfect product. After purchasen, nChannel enables flawless order delivery and provides real-time inventory updates to avoid stock outs and backorders."

Tags: advertising, advertising engagement, advertising tools, invoca, Madison Logic, nChannel

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