Nuts & Bolts - Tech Talk : Customer Engagement, Search Engine Marketing and Online Marketing Performance
February 2011 By Melissa Ward
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Customer Engagement
Connecting the dots between various points of customer interaction with your brand can be difficult, especially as the variety of touchpoints increases with social media adoption. But UK-based integrated marketing firm Alterian has a new marketing platform for that: Alterian Alchemy.
Combining the company's existing integrated marketing platform with customer engagement features, Alchemy provides marketers with the tools to see customer interactions with their brands across separate channels—email, social media, Web and traditional media—in one platform.
Search Engine Marketing
New York-based TRAFFIQ, an end-to-end digital media planing, buying and management platform, recently announced the launch of TRAFFIQ Search Desk. The new tool allows marketers to manage SEM campaigns and online media buying from a single interface.
Marketers are able to either place their search campaigns on autopilot—using bidding algorithms—or they can choose to be more hands on. Search Desk also provides features such as bulk editing of campaigns, keywords, etc.; aggregated reporting; custom filters; customizable alerts and bid automation.
Online Marketing Performance
Marketing isn't rocket science, but there are times when juggling campaign data makes it feel like it is. To simplify matters, or at least keep things organized and manageable, Louisville, Col.-based myDIALS offers its Performance Management Platform.
Marketers can use the platform modules to monitor any campaign in real-time and determine ROI. The Web-based SaaS includes an interactive dashboard, real-time analytics, performance driver drill-down, alert notification and automated data capture.
Companies Mentioned:
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Social Media ROI
Email Marketing that Works (2nd Edition)