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Nuts & Bolts - Tech Talk : Mobile, Social Media, Ad Creative and Online Video

October 2010 By Melissa Ward
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Mobile
Marketing campaigns don't exist solely between the hours of 9 to 5, but if a marketer can't access campaign and customer data away from the office, it's almost as if they do. Enter Indianapolis-based on-demand marketing software solution firm Aprimo and its latest offering, Aprimo Mobile.

With Aprimo Mobile, marketers can access their campaigns, reports, content, data and more from any smartphone device, such as the DROID, Blackberry, iPhone or even an iPad. This keeps a campaign running efficiently outside of working hours, and allows marketers to be more productive while not tethered to the office.

Social Media
E-commerce solution provider Digital River, based in Minneapolis, recently announced its new social media tool.

SocialStream, powered by the company's e-commerce solutions, gives marketers the ability to launch and maintain their e-store promotions over multiple social media accounts, like Twitter and Facebook. Using SocialStream, marketers can gather sales metrics; create detailed campaign reports that show activity such as unique clicks, conversions and revenue generated; and develop promotions quickly and post them to social networks simultaneously.

Ad Creative Optimization
Bringing together the science of analytics and the art of creative, Atlanta-based EyeWonder, a Limelight Networks business, has unveiled AdVolve—a tool to help marketers boost ROI and the effectiveness of their media spend.

Described as "an intelligent creative tool that helps advertisers ... maximise the impact of every impression by dynamically analyzing then optimizing the performance of the creative elements that make up a display advertisement," AdVolve can be used to determine the caliber of creative combinations, launch localized interactive ads and capture live feedback in real time. The tool is powered by the decision engine technology in the EyeOne next-generation cloud-based platform, which also debuted recently.

Online Video
According to Reston, Va.-based comScore, more than 177 million Internet users in the U.S. watched video content in June. As viewing videos online continues to grow by leaps and bounds, comScore has introduced Video Metrix 2.0, a next generation of the company's online video measurement service. Enhancements to the tool include filtering viewing activity between content and ads; TV show-level reporting for major sites such as NBC.com, CBS.com and ABC.com; video ad network ranking by the reach of ads delivered to viewers; and additional reporting metrics—viewing sessions, percentage of ads by videos viewed, average daily unique viewers, etc.

 

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FROM THE BOOKSTORE

<P>“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.” <BR><STRONG>--Chris Brogan</STRONG>, president of Human Business Works <BR><BR>“Social media isn’t inexpensive; it’s different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In <EM>Social Media ROI</EM>, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It’s about time.” <BR><STRONG>--Jay Baer</STRONG>, coauthor of <EM>The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social <BR></EM><BR>“<EM>Social Media ROI</EM> gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can’t go wrong with <EM>Social Media ROI</EM>.” <BR><STRONG>--Geoff Livingston</STRONG>, author of <EM>Welcome to the Fifth Estate</EM> and <EM>Now Is Gone</EM> <BR><BR>“Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding.” <BR><STRONG>--Kyle Lacy</STRONG>, principal at MindFrame (yourmindframe.com) and author of <EM>Branding Yourself <BR></EM><BR>“Ladies and gentlemen, the social media code has officially been cracked. In <EM>Social Media ROI</EM>, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments.” <BR><STRONG>--Sally Hogshead</STRONG>, author of <EM>Fascinate: Your 7 Triggers to Persuasion and Captivation</EM> <BR><BR>“If you know Olivier, you know he goes beyond the bullshit. He ‘gets it.’ This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It’s a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results.” <BR><STRONG>--Brandon Prebynski</STRONG>, social media strategist <BR><BR><STRONG>Use Social and Viral Technologies to Supercharge Your Customer Service! <BR></STRONG><BR>Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. <EM>Social Media ROI</EM> delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. </P> Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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