Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
A recent acquisition by hosted CRM systems provider, Salesforce.com and a new service from its rival, NetSuite could usher in every advertising executive's dream: being able to relate advert viewing to ensuing sales and revenues, and drive more advertising dollars onto the Internet.
According to Ovum, "With online advertising, it is theoretically possible to know how effective your advertising is by tracking customers all the way from the initial click-throughs to a sale. [New services from Salesforce.com and NetSuite] enable anyone to do exactly that. Because of this, we are likely to see an even larger share of advertising spend shifting to the Internet."
Ovum notes that Salesforce.com has bought a small start-up, Kieden (pronounced'keyed-in'), and has used it to launch a new service called 'Salesforce for Google AdWords' that provides the capability to track click-throughs on Google ads (those on Google itself as well as ads on sites that have their advertising 'Powered by Google') to sales leads generated in salesforce.com. Kieden was already a salesforce.com partner and was hosted on salesforce.com's AppExchange online platform.
According to Ovum "This enables advertisers to correlate ad spending through to sales and ultimately (although this depends on linking to the accounting back-end) revenues."
Ovum notes also that, on the same day that Salesforce for Google AdWords was launched, salesforce.com competitor, NetSuite, launched a similar in-house developed service, NetSuite Keyword Marketing Module. "NetSuite's differentiator is that it offers hosted accounting as well as CRM, so the back-end comes ready integrate," Ovum says.
David Bass
| For the fourth year in a row, IDC has placed content security provider Websense (NASDAQ: WBSN) at the top of the IDC Worldwide Web Security 2011 –…
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