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Nuts & Bolts - Tech Talk : Search Engine Optimization, Lead Management and Data Integration

August 2010 By Melissa Ward
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Search Engine Optimization
Optimizing your online content takes time, and marketers typically don't have all the time in the world to fiddle with keywords and page titles. Enter San Mateo, Calif.-based BrightEdge and its SEO Platform, a SaaS solution.

The solution is designed to increase revenue from organic search in a measurable way and helps marketers prioritize their SEO projects, as well as identify other opportunities to increase traffic and sales. Features include: Closed Loop Analytics, which target SEO changes that will boost revenue; Competitive "Keyword Map," which helps marketers determine the best keywords to use to increase traffic by identifying competitors' strengths and weaknesses; and SEO Intelligence for the Enterprise, which provides actionable SEO recommendations across the company.

Lead Management
To really close the loop between sales and marketing, prospect and customer input is key, claims NitroMojo of Indianapolis. To answer this sales and marketing need, the company has launched a lead management SaaS platform with the same name, which will deliver the typical functionality of lead capture, scoring, routing and filtering; contact management; reporting; and dashboards.

On top of these features, the NitroMojo platform also offers an automatic Voice of Customer (VOC) functionality, which allows marketers to follow up with customers in the database and have the feedback delivered to the appropriate people within their organizations.

Data Integration
Dallas-based Epsilon recently announced the upgrade of its Agility data integration solution. The data solution, which provides marketers with knowledge of the customer at every touchpoint, will include new features such as real-time name and address pulling and verification; increased ability to manage global data; Canada NCOA (national change of address); and enhanced hygiene capabilities.


 

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The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

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(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars. <b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b> First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to: • Choose the right channels for your campaign • Develop creative that works across multiple channels • Revitalize the direct mail component of your multichannel mix • Make sure email plays its increasingly important role perfectly • Seamlessly integrate mobile marketing into the fundraising campaign • Boost your online strategy with social media • Create a multichannel donor renewal campaign • Figure out that you're doing right — via testing and results measurement • Use all the pieces of the multichannel puzzle Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked. About DirectMarketingIQ The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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