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BizReport : Advertising : August 10, 2016


Ad Roundup: Social, calling solutions

In today's advertising roundup, two social marketing solutions, and a new way for brands to engage through the call.

by Kristina Knight

First, Act-On Software has released the Advanced Social Media Module; the new offering allows brands transparency into their social media campaigns. Businesses can publish social marketing campaigns, listen to the response to a campaign, and receive analysis of the campaign.

"Social media is a critical channel for marketers and should not be executed in a silo. It must be integrated into the overall marketing strategy to realize its full potential," said Kevin Bobowski, CMO of Act-On Software. "Act-On's Advanced Social Media Module empowers marketers to leverage social data to deliver more personalized, real-time experiences for prospects and customers, resulting in better conversions and more loyal advocates."

And Sysomos has launched a social media insights platform that gives brands data at near real time. Called Sysomos Paid Social Analtyics, the platform aggregates and benchmarks KPIs, IDs top creatives and audiences and shares those across markets.

"As marketers focus their ad strategy more and more toward paid social, there is a greater need for actionable insights to help them modify and improve their campaigns and effectively reach their customers," said Mark Young, chief marketing officer of Sysomos. "Paid media is evolving from static A/B testing to a focused strategy driving engagement much deeper than a click or impression. With Sysomos Paid Social Analytics marketers know what ads are the strong performers - or aren't delivering results as expected - enabling them to quickly make the needed adjustments so advertising objectives are easily exceeded with less spending."

Meanwhile, Invoca has launched Invoca Enterprise, an update to its Call Intelligence platform; the new solution offers custom insights, real time automation and integration.

"Invoca has grown our enterprise customer base by more than 5X in the past three years, and we've seen firsthand that F500 marketers need to deliver a consistent and personalized omnichannel experience for their customers," said Kyle Christensen, VP of marketing, Invoca. "Invoca Enterprise delivers not only marketing attribution analytics, but also the individual caller intelligence and automation capabilities that large enterprises need to increase revenue."



Tags: Act-On Software, advertising, advertising tools, Invoca, mobile marketing, social marketing, Sysomos








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