SAN MATEO, Calif. and NEW YORK, Sept. 24, 2014 /PRNewswire/ -- A new partnership between Marketo (NASDAQ: MKTO), the leading provider of marketing software, and Turn, the advertising technology and analytics platform, will bridge the gap between anonymous advertising and marketing automation to help brands identify and find new consumers and build durable, lifelong relationships with those consumers.
Most marketing departments are structured so that one team manages the advertising budget and acquires new consumers via paid channels while a separate team manages the marketing budget and engages consumers via owned and earned channels. These silos often lead to an inconsistent experience for the consumer as well as inefficiencies in advertising spend. In order to promote loyalty and influence purchase decisions throughout the relationship, today's forward-thinking marketer must leverage data to bridge this gap and engage with consumers in a consistent way across all channels.
Turn's platform allows marketers to identify the consumers they want to reach and execute media campaigns through display, mobile, video and TV. Marketo's customer engagement platform helps marketers build long term relationships with consumers by orchestrating personalized experiences across email, website, mobile and social. Together, these open platforms share data to help marketers deliver relevant, timely experiences at scale. Marketers can also increase their return on advertising spend (ROAS) by targeting the best consumers and then converting them to lifelong customers through deep, continuous interactions.
"As marketers compete for consumers' attention, success depends on shifting from one-time campaigns to continuous conversations," said Robin Bordoli, general manager, consumer marketing at Marketo. "Marketers need to view customer relationships with an eye towards the entire journey - from awareness to consideration to purchase to loyalty and ongoing repeat purchases. Our partnership with Turn allows our customers to deliver relevant experiences across multiple channels throughout this journey."
"The key to developing long-term customer relationships is understanding consumers and engaging with them effectively from the very first interaction," said Maureen Little, senior vice president, business and corporate development at Turn. "The Turn platform has access to billions of digital consumers, providing rich insights into their demographics and interests. When combined with Marketo's engagement platform, this enables marketers to leverage what they know about their best customers to find more consumers like them and ultimately increase ROI."
Turn delivers real-time insights that transform the way leading advertising agencies and enterprises make marketing decisions. Our integrated cloud platform enables data management, cross-channel advertising, and advanced analytics from a single login, along with point-and-click access to more than 150 integrated technology partners. Turn is headquartered in Silicon Valley and provides its products and services worldwide. For more information, visit turn.com or follow @turnplatform.
Marketo (NASDAQ: MKTO) provides the leading marketing software for companies of all sizes to build and sustain engaging customer relationships. Spanning today's digital, social, mobile and offline channels, Marketo's® customer engagement platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo's applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 320 third-party solutions through our LaunchPoint ® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,000 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.