Marketo, the provider of marketing software and solutions, has integrated its Engagement Marketing Platform with Google AdWords and Analytics to offer marketers the ability to develop more measurable and engaging campaigns.
The platform is intended to solve three core problems which Marketo suggests digital marketers face: access to richer data, firmographic and profile information; the ability to automatically export offline conversions tracked in Marketo directly back to AdWords and functionality to link additional Marketo data such as firmographic and profile information of known and anonymous customers with the Google Analytics platform.
“Paid advertising has lived in a silo for long enough,” said Marketo CMO Sanjay Dholakia. “With our integration to Google AdWords and Google Analytics, we are breaking down that wall and enabling marketers to look holistically at how they are engaging audiences across different channels. In today’s world, engagement marketing means delivering the right message at the right time over the right channel.”
Marketo’s integration with the Google Platforms coincides with a recent study conducted by the Economist Intelligence Unit and Marketo, which found that marketers’ most critical investment over the next 12 months will be in digital marketing and engagement.
Similarly, a recent study conducted by Edelman also found that 87% of consumers demand a meaningful experience with a brand.
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