Melissa Campanelli's The View From Here: Two Signs That 'Traditional' and 'Social' Online Marketing Are Becoming One
Two announcements were made this week that in my eyes signify a true integration of traditional and social marketing.
The first was the announcement that Omniture and Facebook have joined forces to provide online marketers with solutions to optimize Facebook as a marketing channel. The partnership builds on the Facebook analytics and Facebook application analytics capabilities Omniture announced last year.
This alliance is designed to help companies integrate Facebook as a marketing channel and connect to relevant conversations with the site's 400 million active users.
Initially, "the two companies will focus on the most fundamental needs of online marketers today: the ability to automate Facebook media buying and access analytics that measure customer engagement on Facebook," according to an Omniture press release.
The solution, for example, will enable advertisers to buy media and track media on Facebook through Omniture tools such as SearchCenter Plus. It will also enable them to generate reports designed to understand ad effectiveness of Facebook pages and other Facebook applications.
The two companies will continue to expand their partnership as marketers increasingly use Facebook to optimize visitor acquisition, conversion and retention, Omniture said.
The next announcement came from email marketing provider ExactTarget, which announced this week that it has acquired CoTweet, a web-based collaboration platform that allows companies to manage multiple Twitter accounts from a single dashboard, support multiple editors, track conversations, assign roles and create follow-up tasks.
The acquisition will enable ExactTarget to offer marketers a solution for managing communications across all interactive marketing channels, including social media, email and mobile.
A key reason for the acquisition was because ExactTarget was finding that while "organizations are moving quickly to try to capture the potential of social, they're also discovering that it's siloed and not integrated effectively with other forms of digital communications," said Scott Dorsey, ExactTarget co-founder and chief executive officer, in a press release. "By combining the power of ExactTarget and CoTweet, we can provide businesses with a complete solution to tie together all forms of interactive communications and drive deeper customer engagement online."