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The Comprehensive Guide to Native Advertising\ guide
GET STARTED NOW AT VOCUS.COMGET VOCUS. VOCUS GETS BUSINESS.
iPad 10:15AM
Paid For and Posted by XYZ
Promoted by XYZ
Sponsored by XYZ
The Comprehensive Guideto Native AdvertisingA Vocus eBook
The Comprehensive Guide to Native Advertising
The Comprehensive Guide to Native AdvertisingA Vocus eBook
Native advertising – the purchasing of sponsored content on social networks and online
websites – dominated digital marketing conversations the past year. Market research
company BIA/Kelsey estimates that U.S. native ad spending on social sites might have
reached $2.36 billion in 2013, or 38.9 percent of total U.S. paid social ad expenditures.
How can you effectively work native advertising into your marketing mix? This eBook
highlights some techniques brands are using to do just that. It will show you the rich
native advertising ecosystem of publishers, vendors, social networks and search engines
that help companies create, manage and track content.
Finally, we’ll show you the ethical issues to avoid with sponsored content. The Federal
Trade Commission (FTC) recently held a meeting with brands and publishers to discuss
native advertising – and while some issues were highlighted, others were raised. Your
brand can use this set of tools, as long as the ads disclose sponsorship so that consumers
are better informed.
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The Comprehensive Guide to Native Advertising
What is Native Advertising?
A survey from Online Publishers Asso-
ciation says native ads include “con-
tent integrated into the design of
the publishers site, living in the
same domain, as well as content
either provided by, produced in
conjunction with or created on
behalf of our advertisers that runs
within the editorial stream.” In
native ads, there is a clear delinea-
tion, labeling the unit as ad content.
The Interactive Advertising Bureau defines six types of native ad units in its must-
read, “Native Advertising Playbook”:
O Social media in-feed units (such as Facebook’s ads
with a social context)
O Paid search
O Recommendation widgets (often seen as “From
Around the Web”)
O Promoted listings
O Standard ads with native elements (banner or box
with text or placed at beginning of post)
O Custom campaigns created with the client
This graphic shows an “in-feed” example, from Forbes’
homepage. It looks like other articles, but is clearly called
out as a “Forbes BrandVoice.” The disclosure indicates spon-
sored content, in this case by Gyro, a B2B marketing firm.
In The New York Times example below, the post is clearly
labeled as “Paid For and Posted by Dell.”
And Buzzfeed integrates their native advertising in the
form of posts written by the brand, which is delineated as a
“BuzzFeed Partner.”
Edelman Public Relations’ Chief Content Strategist Steve
Rubel sums it up succinctly: “I’d define native advertis-
ing as taking that which is organic and flipping it around
into advertising.1”
Native ads aren’t unique to online publications like Forbes
or Mashable. Facebook’s ads (and, for now, their “sponsored
stories”2) and Twitter’s “Promoted Tweets” are examples of
sponsored content appearing in social networks. Unlike
the Facebook banner ads, content ads such as photo posts
1 Conversation with Steve Rubel, 1/2/142 Sponsored Stories will “sunset” on April 9th of 2014, http://allfacebook.com/sponsored-stories-sunset-april-9_b128224
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The Comprehensive Guide to Native Advertising
are paid promotions of actions that a user’s friends take on
the platform, including check-ins, “likes” or RSVPs. They
appear directly in the News Feed. Page owners can target
ads via Facebook’s ad manager.
A brand may have their own account on Twitter,
but much of their content is not seen because
most people are not on Twitter at any given
moment. A Promoted Tweet shows up
in the stream for users who follow that
account or are targeted based on the user’s
expressed interests, geography or device.
The Promoted Tweet is noted as “promot-
ed,” but appears natural within the user’s
stream, “integrated into the design” of the site.
Edelman PR’s Rubel says, “If you look at search content with
paid search results, that’s the model. If you look at Tweets
and Promoted Tweets, that’s the model. And it’s working.”
Content Marketing vs. Native Advertising
Currently, many firms are using “content marketing” to
reach customers. Native advertising has a lot in common
with content marketing; however, content marketing is
typically text, video or other media that is intended to
inform the customer, providing something of value.
Much of content marketing builds brand over time. This
paper itself is an example of content marketing - a neutral
point-of-view piece of content that is not selling a
specific service or product, but educates marketers as a
service from Vocus.
Alternately, native advertising is material that is spon-
sored. While it may offer valuable content, it is still an ad
trying to offer a product, service or point of view. Often
times, native advertising is used to expand the reach of
content marketing – to get more eyes on the content
produced by a brand.
Forbes Chief Product Officer Lewis DVorkin reminds us
that what we consider “content” is often marketing in
disguise. The Michelin Guide for travel and accommo-
dations was started to encourage travel (and inevitable
tire replacement).
While debate on content marketing vs. advertising
can go on all day, the form is considered native
advertising, implying a payoff for the marketer as well as
the consumer.
How Does Native Advertising Fit Into the Marketing Mix?
Many brands struggle with how native ads should fit within
their larger marketing strategy. Native ads straddle several
tactics, including social engagement, owned media, and
of course, paid advertising. But how does it help a brand
achieve its objectives?
“When we think about the distribution, amplification and
ultimately, the engagement with content – that’s where
we think about our client’s goals,” says Edel-
man Digital’s Executive VP of Emerging
Media and Technology Adam Hirsch.
Hirsch notes ways in which native
advertising can assist a marketer
at the top of their funnel with
acquisition and brand aware-
ness, as well as ways to generate
leads and conversions.
Brand building and awareness
are at the top of the traditional
sales funnel. Creating articles that run
in relevant publications can help make
customers aware of your products, services and
offerings. Publishing content in a Forbes, The New York
Times, or BuzzFeed environment delivers lots of attention
and possibly perception change or consideration regarding
products or offerings.
Sponsored content can generate conversions and create
leads. For example, social media in-stream ads can have
similar targeting ability to email and marketing automa-
tion, according to Hirsch.
“Facebook amplification has been pretty great for us
because you can optimize for engagement or conversions
that you can track,” says Hirsch. “[Facebook offers] content
that you’re able to amplify in a segmented and personalized
The Comprehensive Guide to Native Advertising
way. Through first-party targeting with their ‘custom audi-
ences’3 product, through third party use of pixels or retar-
geting, Facebook is providing the ability to target users on
exclusive social segmentation sets based on what they’re
talking about or what their interests are.”
Native ads can also help your brand with bottom of the funnel
activity by converting existing and new customers. For
example, a brand can create sponsored content ads directed
specifically at Facebook users who are already customers.
You can also target via “look-alike” audiences who share
characteristics with your existing fans and customers.
The level of targeting is so sophisticated that, in Hirsch’s
words, “You have an opportunity to share an article about
your brand only to journalists who work at The New York
Times and Wall Street Journal or whatever stakeholder
audience you’re targeting.”
Facebook also allows retargeting via its Exchange product.
If someone has come to your website to view a prod-
uct or service, you can retarget them so that when they
return to Facebook they receive an offer or message in the
native News Feed stream. Many Facebook targeting func-
tions are offered in the updated advertising manager inter-
face, but some require working with third party Facebook
Exchange partners.
Twitter has similar offerings. The company announced
targeting based on interests in 2012 and recently launched
the ability to retarget users, and is expected to offer a custom
audience product similar to Facebook’s. For example, Twitter
empowers restaurants to automatically suggest themselves
to someone who is searching for dining recommendations.
How much should you be spending on native advertising?
According to Edelman Digital’s Hirsch, it’s important to
allocate a reasonable budget to test out and get the most
impact out of native advertising.
“When it comes to content amplification, start with a
$5,000-per-month budget minimum, no matter what size
company you are,” says Hirsch. “You need enough money
in the budget to start testing what’s working. So every
month, optimize between networks, test on the networks
themselves, and see what’s working to figure out your
optimal media mix.
“In ‘old school lead’ generation, depending on industry and
company, the cost of leads can range from a few dollars
to thousands of dollars,” says Hirsch. “With hyper-targeted
networks, psychographic targeting and retargeting, you can
bring your cost-per-lead down significantly.” Measuring
results and seeing what types of content resonate on which
networks and platforms is an absolute must in native adver-
tising, as “best practices” are not yet established.
The Ecosystem of Native Adver-tising Providers
The native ad ecosystem includes content creators, such as
companies, brands and agencies, who create the content
either alone or in conjunction with the publishers, as well as
the search and social networks and vendors offering adver-
tising space. This diagram shows how they work together.
Publishers
Publishers are considered the media sites that create online
content, with regular publication schedules and sizeable
audiences. Web properties such as The New York Times,
Forbes, The Huffington Post, BuzzFeed and Mashable all
have different ways of presenting and promoting native ad
content to their audiences. The New York Times states that
native ads will have a color bar and the words “Paid Post”
prominently displayed.
PublishersForbes, Mashable, BuzzFeed etc.
Native ads "In-Feed"
Content Platforms
Content Recommen-dation, Outbrain,
Taboola, AddThis and many others
Boxes under/near content.Titles like
"Content Fromaround the Web"
Content DistributionSharethrough, Nativo, others
Articles, Videos, placed in-feed on publishers' sites
SearchGoogle, Bing, Yahoo,
others
Sponsored Search results next to organic results
Social NetworksFacebook,Twitter, LinkedIn, Tumblr,
YouTube, etc.
Content showing inside the user's
main feed (FB Spon-sored stories Twitter
Promoted Tweets)
Content Creators
Brands themselves AgenciesPublisher studios (like Huff
Post Partner Studio)
3 See Vocus FB Guide for how to create custom audiences.
The Comprehensive Guide to Native Advertising
Forbes shows native ads under the branding “BrandVoice”
and the units can be seen on the lower portion of its home-
page. Forbes BrandVoice partners use the masthead’s tools
to publish content. Their headlines and their posts – the
native ad content – flow though the content management
system onto Forbes.com.
In anticipation of December 2013’s FTC hearing on
native advertising, Forbes published specific statistics on
its BrandVoice platform. DVorkin states, “1,100 total Brand-
Voice posts generated 821,000 social shares. Those actions
resulted in 565,000 social referrals to content [on the Forbes
site]. Search referrals generated an additional 1.1 million
visits.” Partners had as many as 13,500 views per post,
with up to 120,000 monthly unique visitors to the content
published on Forbes’ site.
How much does a native ad campaign cost? According to
a Digiday report from June 2013, campaigns can
range from as little as $5,000 for a post on
Business Insider to as much as $100,000
for five posts on BuzzFeed. For example,
The Huffington Post charges $40,000
for an article, but promotes it on their
site for four days. Such a promotion
would yield approximately 20 million
impressions. However, it is not known
how many audience members click
through and read the content, nor what
actions they take.
If publishing prices for top websites alarm you, there are
alternatives. “Consider working with ‘mid-shelf sites,’ with
publishers who are experimenting,” says Edelman PR’s Steve
Rubel. “There are sites in the ‘mid-tail,’ below the ComScore
1000, and you can experiment in everything from newslet-
ters to event co-branding.
“Webinars have a similar business model,” says Rubel. “If
you’re looking to experiment on big sites with a lower bud-
get, pick your spots with publishers that will drive some sort
of meaningful brand-building within that platform. If you
know that a BuzzFeed or Mashable is not going to cover you
at length, you could use budget to create a one-time boost
within that particular site.”
B2B and trade magazine sites are experimenting and you
can get a lot of value. Some of them even have “studios” that
will help you create content without the six-figure budget.
Content Platforms
Vendors are developing products to help brands place their
content adjacent to high quality editorials. An Altimeter
Group report on the native advertising landscape lists more
than 40 vendors, including Outbrain, Taboola, AddThis,
and Sharethrough.
There are two main types of content platforms – content
distribution and recommendation, and native feed insertion.
Content distribution and recommendation platforms tend
to show their content next to or below the main page con-
tent. They typically serve a widget that offers related con-
tent from within the site, as well as “From Around the Web.”
Users are targeted via cookies and other mechanisms, and
the content is personalized based on previous clicks and the
context of the current page. Marketers bid on a cost-per-
click basis and can analyze their traffic to optimize results.
Vendor Format Business Model
Outbrain “Additional Recom-
mended Content”
widgets on sites like
CNN, Time, and
Rolling Stone.
Personalized via
individual’s brows-
ing habits.
Real-time analytics.
Websites are paid
for referring traffic
outbound.
Marketers pay on a
cost-per-click basis,
with a $10 mini-
mum daily budget.
Taboola “Content You May
Like” widgets on
USA Today, TMZ
and more. Video
and text.
Targets users with
content, uses A/B
testing to improve
ROI.
Websites generate
revenue by hosting
sponsored content.
Cost-per-click
model, plus more
premium platform
with dedicated sales
team.
The Comprehensive Guide to Native Advertising
Native-feed insertion companies like Nativo and Share-
through let marketers place content right in the organic
areas of the website, in the feed or on the main page of
a site.
Share-through
Self-service ads
show “in-feed” on
mobile. Full service
model guarantees
impressions, on
desktop and mobile.
Targeting via DMA
and Zip Geographic,
behavioral/lifestyle,
and contextual in
verticals like busi-
ness or entertain-
ment.
No minimum for
self-service, CPM
basis.
Full service is a
minimum $20,000
spend.
Nativo Self-service model.
Targeting includes
geography and
device, control over
placement, real time
monitoring of time
spent with content.
Placement into
many major pubs,
on desktop, mobile
and within mobile
apps.
Works with limited
number of premium
brands, primarily
through agencies.
Cost-per-thousand
buying, with a min-
imum spend around
$20K. Includes en-
gagement analytics.
Text, images, slide-
shows and video
content.
These networks put content right into partners’ site feeds.
Sharethrough’s Tom Channick, senior communications
manager, claims this is the most effective way to reach
people, especially on mobile. He suggests testing targeting
with different pieces of content, and monitoring results
to see what content works. The Sharethrough team has to
approve all content, since Channick says the company
doesn’t want their distribution platform to be sharing “belly
fat” and “lower mortgage” ads.
Nativo President Justin Choi says, “Native [ads] typically
focus on the top of the funnel. There are great mechanisms
on the Web for the bottom half of the funnel, but there aren’t
great mechanisms for the top of the funnel, both in terms of
creative that has impact and that’s scalable, and also is mea-
surable.” Nativo offers the ability to drop a retargeting pixel,
so companies can use their existing bottom-funnel mech-
anisms. Both vendors note that direct response can work
if the content shared has a specific response call-to-action.
Search and Social
In addition to the platforms that help brands put their mes-
sages adjacent to or within the context of a publishing site,
search engines and social networking sites provide a way
to put brand content in the main context of the user expe-
rience. Most web users are already familiar with the spon-
sored search results that appear on the top and right sides
of Google, Bing and Yahoo! search results pages. This is
probably one of the earliest and most ubiquitous examples
of native ads, as it appears “integrated into the design of the
publishers site.”
Social networks have followed suit. From Facebook, Insta-
gram and Twitter to LinkedIn, most of the major social net-
works have figured out a way to offer content from advertisers
where users previously expected content from friends.
Platform and Con-tent Unit
How It Works Cost Model
ads with
a social
context
(formerly
“sponsored
stories”)
• Page owner
promotes a fan’s
actions taken on a
page to amplify with
the action-taker’s
friends.
• Works with likes,
check-ins, use of a
game, RSVP’ing to
an event, or posting
on page.
• Extensive target-
ing.
Self-service via ad
manager.
The Comprehensive Guide to Native Advertising
Platform and Con-tent Unit
How It Works Cost Model
Instagram • Shows as a spon-
sored picture within
the native stream.
Initially working
only with brands
that have exten-
sive followings.
See Burberry and
Michael Kors as
examples.
Promoted
Tweets
• Regular tweets,
boosted to the top of
stream, marked as
promoted.
• Recommended
follows.
• Targeted via inter-
est, gender, geog-
raphy, by device,
and via audience
similarity to existing
followers.
Self-service via ad management
interface.
LinkedIn Sponsored Updates and con-tent ads
• Promotes content
shared via a
company page to
a wider audience,
extensive targeting
capabilities.
Via ad manager.
Rubel states, “For the social networks and search, this is their
entire business model. It’s no longer display. Their model is
effectively to integrate – to take the organic structure and
flip it around to an ad.”
“LinkedIn is a huge opportunity, especially for specific types
of companies or specific types of messages from those com-
panies, whether it’s for a B2B or B2C audience,” says Hirsch.
“There are a lot of key audiences you can target directly from
LinkedIn for content amplification from company pages. Its
usage is dramatically increasing across Edelman, with the
product out only for the last three months or so. It’s a new
‘owned’ media channel for content amplification.”
Anyone can create ads on social networks, but smart brands
leverage their existing presence. For example, don’t jump
on Twitter and start promoting your Tweets if you have
no followers. Sponsored stories can help grow a brand’s
likes and followers, but only when the content resonates
with users.
A sponsored story promoting a post that has little organic
traction will probably do poorly. Promoting content that
is already being shared to a wider audience is a recipe
for success.4
Content is Still King
Native advertising requires quality content.
Studies show that if sponsored con-
tent delivers context, people gladly
embrace it as something worth-
while and useful. Furthermore,
publications hold sponsored
content to strict editorial stan-
dards. Not every message can
be a textual article featured on
Forbes or Mashable, and creat-
ing content for both properties
can cost a significant amount.
At the same time, creating singular
Cadillac pieces also exposes companies
to risk of must-succeed situations.
“Instead of creating one gigantic piece of content, try several;
use a PR post, link an article, post a Vine video, run them
through the platform and see what works,” says Share-
through’s Channick.
The media type also greatly affects how it is presented.
“[Producers] put a can of Diet Coke on ‘American Idol’ and no
one complains,” says Rubel. “Or a radio DJ gives away tickets
to a concert and plugs it, no one complains. The closer you
are to entertainment-based or lifestyle content, the more
the lines get blurry and the deeper the topic can be inte-
grated, provided it’s not a product review type of post.”
“I think that’s giving BuzzFeed the ability to really do that in
earnest because a lot of the ways they integrate brands is
through lifestyle content,” says Rubel. “Native ads get most
disruptive the closer they are to being straight up advertorial
in nature, and interruptive as opposed to additive. The
efficacy of that remains to be seen.”
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4 http://images.prsoftware.vocus.com/Web/Vocus/%7Bca91784d-8997-494c-8237-8e77fad39d39%7D_Vocus_-_New_Facebook_Guide.pdf
The Comprehensive Guide to Native Advertising
Creating great amounts of content often isn’t “native” to
midsized companies or smaller brands. They may be used
to creating brochures, posting blog posts or even sharing
content on networks. But some of these new formats, along
with the corresponding content types and targeting, will
be unfamiliar.
Rebecca Lieb notes in the Altimeter Group report5 that
education and training will be required. Marketers need to
apply skillsets like strategy, content, media buying and a
social component. For companies that don’t have the staff
to handle content creation or who wish to outsource it,
publishers like The Huffington Post provide “studios” to
create content on behalf of advertisers. The company has
staff separate from the journalists and video creators who
work with brands and agencies.
“The native advertising space relies on catchy headlines, and
it’s important [to] write content that people really want to
access,” says Tom Chernaik, CEO of CMP.LY, a monitoring,
measurement and insight tool company. Chernaik is also
co-chair of the Member’s Ethics Advisory Panel at the Word
of Mouth Marketing Association. “What’s driving all of this
is that content gets shared by people. You want to make
sure that it’s clear where the content comes from.”
Adding a social dimension of amplification to the content
that’s being shared natively is another point made by Lieb,
Rubel and Hirsch. Having content seen once is a benefit.
Having it shared many times can reduce your overall cost
of customer acquisition.
Disclosure and Challenges
“Consumers, overall, are responding very well to native
ads, and that’s why it’s such an appealing area for
advertisers,” says Chernaik. However, the FTC
is asking questions to protect consumers.
The commission held a meeting in
Washington, D.C. last December to
explore these issues. “How clear do you
need to make it, and when do you need
to make it clear that something is actu-
ally sponsored content?” asks Chernaik.
“Since there’s no standard way to disclose
it, or to present the information, it becomes
challenging to know how much they need to disclose, and
for consumers to understand how much an advertiser has
played a role in presenting content to them.”
Some publications clearly denote content is sponsored.
Other sites are less forthcoming. Another challenge, claims
Chernaik, is that people use different words to describe
the ad units, such as “sponsored” or “promoted” when they
really mean “advertisement.” “The industry needs to step up,
or a regulator needs to say ‘This is what we expect,’ and it’s
often better if the industry steps up,” adds Chernaik.
Consider Forbes’ “BrandVoice,” which
is marked at the top of articles and
has a disclosure link that states,
“Forbes BrandVoice™ allows
marketers to connect directly
with the Forbes audience by
enabling them to create con-
tent – and participate in the
conversation – on the Forbes
digital publishing platform.”
Will the FTC accept the phrasing
“Connecting marketers to the
Forbes audience” instead of “spon-
sored content?” It remains to be seen.
The previously mentioned “IAB Native Advertising Play-
book” takes some of the first steps towards industry self-reg-
ulation by publishing disclosure principles, which state that
“The disclosure must use language that conveys that the
advertising has been paid for.” The FTC also states advertise-
ments “must be large and visible enough for the consumer to
notice it in the context of a given page and/or relative to the
device the ad is being viewed on.”
Consumers should be able to distinguish between paid
advertising and editorial content. The problems can extend
to content when it leaves the publisher’s site.
Chernaik noted that if something is showing on a page,
there may be disclosures, but in a feed or on someone’s
timeline, it may not be clear to consumers, which is where
the FTC may step in. He warns, “People are focusing on it as
an ad medium, and you get tripped up when you look at it
as ads. The component that makes it so compelling isn’t the
ad component, it’s the word-of-mouth component. That
5 Chart on Page 11, http://www.altimetergroup.com/2013/09/new-research-defining-and-mapping-the-native-advertising-landscape.html
The Comprehensive Guide to Native Advertising
wasn’t addressed in the FTC workshop. It’s the buzz that
builds around the content that drives native advertising, not
the content presentation.”
The FTC has not taken formal action yet, but since
they’ve previously issued guidance on making
blog and celebrity endorsements more clear,
it is reasonable to think they will monitor the
native ad ecosystem with similar vigilance.
“The real question,” says Edelman’s Rubel, “is
‘What does the reader want?’ I know what the
technology vendors, publishers, and advertisers
want from native advertising. I don’t necessarily
know what the audience wants from this yet.”
Research shows the efficacy of native ads. According to
a study by Interpublic Group’s IPG Media Lab and Share-
through, consumers looked at sponsored content 52 per-
cent more frequently than banner ads. Native ads generated
9 percent higher brand affinity lift and 18 percent higher
purchase intent response than banners.
Conclusion
Consider how you can apply native ads to your larger
marketing stream. Ask the right questions: Will they help
convert sales? Or will you use them to amplify and build
social brand and content marketing activities?
Once you decide, consider your options from the increas-
ingly rich world of native advertising providers. Search
and social networks may be the easiest entry points into
sponsored content for brands. Many of these choices, from
Facebook’s ads and Twitter’s Promoted Tweets to Linke-
dIn’s Sponsored Updates are self-service offerings. These
social networks offer guides and case studies that explain
best practices and walk marketers through the steps needed
to execute a campaign. Native units are most helpful to
brands that already have a presence on the networks and
who know how their users respond to content.
Working with publishers can be a potentially expensive
endeavor unless you find a site that’s willing to work with a
smaller brand. Look for more midrange sites to offer spon-
sored content opportunities to attract first-time buyers.
Most publications have or are planning an offering on their
digital site.
Services like Outbrain, AddThis and others offer self-service
ways to promote content in the context of large publisher’s
sites without having to directly deal with the publishers and
their budget minimums. Bid-based marketplaces encour-
age experimentation and give marketers a chance to hone
their messages and content types while controlling spend.
These services can help make an already popular post more
widely shareable. Nativo, Sharethrough and others put
brand content right into the feed on multiple publishers’
sites, with targeting and analytics to measure the results.
Using analytics and setting key performance indicators
(KPIs) will help you evaluate all the offerings discussed.
As a marketer, it will be more important than ever to test
multiple content formats. Will native advertising result in
the promised payoff of higher engagement and interaction
– as much as 39 percent higher in some cases? Only your
own tests, metrics and KPIs will answer that question.
One thing is for sure – 2014 is definitely the year to try
native advertising.
About Vocus
Marketing can be hard. To help you succeed and generate
more revenue, Vocus offers an integrated suite of the most
powerful tools you need.
We help you attract and engage prospects on social media,
search engines and in the news. We get your message in
front of the right prospects at the right time with tools, cus-
tomized landing pages and targeted emails.
Our suite includes a social CRM to manage the activity of
your prospects and customers, and integrated analytics to
discover what drives likes, shares, opens, click-throughs
and conversions.
With our marketing consulting and services team ready to
help, Vocus delivers marketing success.
Find out more at www.vocus.com.
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