SOURCE: Acronym

November 02, 2015 10:58 ET

Acronym, Conductor Form Partnership to Advance Intent-Based Marketing

Alliance Will Provide Brand Marketers With Advanced Content Mapping Capabilities

NEW YORK, NY--(Marketwired - Nov 2, 2015) -  Acronym, the international digital and search marketing agency, and Conductor, a leading provider of web presence management and SEO technologies, today announced a partnership that enhances the companies' intent-based marketing capabilities by delivering industry leading content mapping proficiency.

The partnership leverages Acronym's proprietary Keyword Objects™ search intelligence platform and Conductor's Searchlight platform to provide the deepest possible insights into consumer intent. Content mapping closely aligns digital marketing with consumer intent by identifying gaps in website content and continuously measuring content performance with regard to marketers' key performance indicators.

"Content mapping is the next key phase in the evolution of search strategy," said Acronym President Michael Bruh. "This partnership combines our expertise in categorizing keywords to different stages of consumer intent with Conductor's ability to create personas by lifestyles or product categories. The result is a visualization of where website content is inadequately addressing consumer needs."

"Content Mapping enables marketers to plan, execute, and measure an effective customer-first content strategy," said Seth Besmertnik, CEO of Conductor. "The technology gives insight into content's visibility online, detects gaps where content is under-performing or missing, and measures content performance along key dimensions like personas, the buyer's journey, and product type. With Acronym's partnership, we are able to empower marketers with unprecedented access to consumer intent. Through our combined technology, marketers have the capability to target their customers with content that is aligned to their consumer journey and meets their search intent."

The partnership with Conductor represents the latest stage of Acronym's intent-based marketing methodology that utilizes the "See," "Think," "Do" concept of engaging with consumers first espoused by Google Evangelist Avinash Kaushik. "See" represents a brand's largest addressable audience. "Think" is a subset of "See" that represents people who are actively interested in a product or service in the future. "Do" -- a subset of think -- is the stage in which someone is ready to purchase a product or service.

"The best way to effectively engage consumers, regardless of the stage they are in, is to have the best possible content strategy and optimization," said Bruh. "Partnering with Conductor puts us both in a position to seamlessly offer a higher level of expert-supported technology and consultancy services for existing and prospective clients."

About Acronym:

Founded in 1995 and based in Manhattan's Empire State Building, Acronym is a global leader in intent-based marketing solutions. Acronym blends proprietary technology and human ingenuity to help enterprise brands leverage customer intelligence to maximize ROI. The company's intent-based solutions -- including paid search, SEO, social media and digital analytics -- create personalized experiences that drive better results, incremental revenue and smarter marketing campaigns.

About Conductor:

Conductor is the global leader in web presence management, enabling marketers to create great consumer experiences through digital marketing. The Conductor Searchlight platform transforms a brand's web presence in "unpaid" channels, like organic search, content and social, into a powerful acquisition method that increases both traffic and revenue. The technology gathers data from the web to deliver insight into where a brand's content is getting discovered, how their competition is being found, and the playbook needed to win more customers online. Conductor's 500+ customers include global brands like Citibank and FedEx, emerging leaders like Birchbox and Houzz, and leading agencies like iProspect and Acronym.

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