Nuts & Bolts - Tech Talk: Engagement Tracking
Hopkinton, Mass.-based Flimp Media says its recent integration of its landing page platform with more than 20 e-mail marketing services allows marketers using Flimp’s video marketing and analytics to track viewer engagement and interaction with video and rich media down to a specific address. Plus, the platform allows businesses to create, edit, deploy and track video e-mail and marketing campaigns and video landing pages on their own.
Now marketers can know what effect in-game advertising has on online consumer behavior. Ad Effx Action Lift for Gaming matches in-game console ad serving data from New York-based Massive Inc., a subsidiary of Microsoft Corp., with data from Reston, Va.-based online research firm comScore.
The partnership matches Microsoft’s anonymous tracking information—common across Xbox LIVE and Microsoft Web properties—with user data from comScore’s panel of 2 million global Internet users. Then, comScore can determine if panelists who saw
in-game advertising visited a brand site, searched for brand-related terms
or engaged in other online activities.
According to France-based on-demand e-mail marketing software provider Emailvision, marketers can track corporate e-mail campaigns from their smartphones now.
The company created an iPhone application for its software, Campaign Commander, allowing marketers to view campaigns in detail, monitor results and pause campaigns in the mobile channel. And if they choose to share the results, marketers can send information to colleagues from this secure application.
Integrated Marketing Workflow
Indianapolis-based on-demand marketing software provider Aprimo describes Aprimo Marketing Studio as a tool that provides “everything a marketer needs to work in 2010.”
The marketing desktop tool begins with the online world and extends out. From blog creation and management—which Aprimo says especially enhances SEO efforts—to managing cross-
channel campaigns, the software-as-a-service model can be tailored to fit both B-to-B and B-to-C marketers. The software includes Web analytics capabilities and management solutions for search engine marketing, commercial e-mail, triggered dialogue and more.