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BizReport : Advertising archives : October 04, 2016

Ad Roundup: New tools for personalization, calling

In today's advertising roundup, new releases from Marketo and DialogTech should help brands better connect with and measure digital campaigns.

by Kristina Knight

First, Marketo has released new features to their suite to marketing tools; the new features include account based marketing, an audit trail and personalizations for both SMS and web-based campaigns. The releases are geared toward helping brands better connect across channels and devices.

"Marketo has been setting the pace for marketing for the past decade because we're uniquely focused on helping marketers reach and engage their customers in conversations that matter to them. This new suite of updates re-emphasizes that commitment," said Cheryl Chavez, group vice president of product management, Marketo. "We heard our customers and have delivered new capabilities that enable them to further enhance their cross-channel communications effectively and at scale."

Meanwhile, DialogTech has launched the DialogTech for Display suite of tools. The new tools include targeting and attribution models, as well as click-to-call display ads and multi-touch platform integrations.

"Historically, marketers have struggled to measure the full impact of display advertising on lead generation and revenue, and the explosion in call conversions from mobile ads has only made things worse," said Irv Shapiro, CEO of DialogTech. "The DialogTech for Display solution is unique in enabling marketers to get full credit and attribution for every call influenced from display campaigns. They can then use call data from display and other channels to optimize audience targeting, real-time bidding and display ad placement to drive more calls, customers and revenue."

Tags: ad personalization, advertising, advertising trends, DialogTech, in-call marketing, Marketo

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