Smartfocus unveils social network marketing tool

Smartfocus has launched a social network marketing solution that allows marketers to measure online behaviour and increase the value of customers based on the influence of social networks.

The solution is said to offer marketers a cost-effective way to engage with customers and increase revenue gained from social networks, shifting marketing from targeting the individual to targeting the individual and their social network.

It allows marketers to track consumers' online activity and behaviour through the viral process of social networking and place a value on individuals' network of influence across a range of websites, including Twitter, Facebook, Linkedin, Delicious and Digg.

Smartfocus said that by gaining measurable insight and quantifying the value of customers as 'social advocates', its social networking marketing solution enables marketers to understand and rate individual customers' social networks as well as the performance and reach of their campaigns.

Armed with one-to-one-to-many insight, marketers can optimise the approach to social network marketing, increase revenue and reward advocates based on the number and value of customers their behaviour has helped acquire, retain and affect.

On its own, tracking online behaviour to determine a customer's web journey is said to offer significant insight into a consumer base.

Product affinities, preferences, recommendations and next-best actions can all be derived easily from this information and deployed to great effect through one-to-one targeted and personalised communications.

Combined with Smartfocus's social advocacy solution, the capability to understand consumer web interactions extends to the social network of the individual, allowing marketers to understand the profile of the advocate's network and to engage with customers on a one-to-many basis.

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