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It's Still a Mocial World for Email Marketers

Email marketers continue to embrace technologies that can be dubbed mocial - a buzzword that is a play on mobile, social and local, the trifecta of online ad trends now. Over the past week, a handful of email marketers introduced new functionality in at least one of these categories — or in the case of the data segmentation roll out — functionality that touches upon all three.

Publish-to-Social

Silverpop just launched its Publish-to-Social tool. It allows customers to post or schedule posts, via Silverpop Engage, to Twitter, Facebook, LinkedIn and/or RSS feeds that coincide with their email sends. After setting up their email send in Engage, marketers select the social networks they want to distribute to and customize the message as appropriate for each network.

Mobile Response Targeting

BlueHornet Networks has introduced mobile response targeting in its flagship email application, eMarketing Suite Enterprise. It allows marketers to automatically identify and segment subscribers who view email campaigns on a mobile device. It also means marketers can send follow-up emails to offer, say, a flash-sale promotion.

Data Segmentation

ExactTarget has debuted a new data segmentation application Audience Builder. Its features lets marketers consolidate, analyze and take action on customer data in real time. It has a drag-and-drop interface that consolidates and segments data from any source to create targeted audiences for campaigns across email, mobile, social media and the web.

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