Software vendor Vocus is out with the next generation of its cloud-based marketing and publicity suite, Vocus Marketing. Targeted at medium-sized businesses, the update adds mobile landing pages, campaigns, social customer relationship management (CRM) and enhanced tracking. The new features enhance the ability to pitch, track, personalize and analyze customers in campaigns, across a variety of digital touch points.

Central Location

Late last month, Vocus co-founder and CEO Richard Rudman told analysts the third quarter represented another step in the company's " transition beyond PR to the broader marketing space," as well as a step away from small business and toward "higher-priced Marketing Suite subscriptions in the mid-market."

To facilitate management of the many facets of a digital campaign, the updated Vocus Marketing offers a central location for managing, tracking and analyzing news releases, email, landing pages, social media posts and story pitches. Mobile landing pages can now be created to capture the interest of customers and potential customers who have reached the pages because of email, social media or web promotion.

The social CRM feature is designed to manage customer relationships through their social media activity, such as monitoring tweets from known contacts. Additionally, this component enables social media identities to be connected to email contacts, when possible. It also allows tracking of social media contacts when they register and visit webpages, and offers tagging, segmenting and engagement-scoring of identified prospects or customers.

Customer tracking and analytics have become an intrinsic part of any marketing suite, and Vocus’ new release introduces tracking of individual activity performance in conjunction with that individual’s engagement level, as well as a comparison to aggregate and campaign statistics.

The Vocus Difference

You Mon Tsang, senior vice president for products at Vocus, described Vocus Marketing to as “an all-in-one software suite,” with everything a SMB needs for marketing.

It’s simpler and less expensive, he said, than many other marketing packages, and offers features that “historically, have only been available in Marketo, Eloqua” and other, more expensive and what he described as harder-to-manage suites. In particular, he cited the ease of Vocus’ integrated campaigns, which unify search, email and analytics.

Tsang also pointed to some "unique features” in Vocus, such as the ability to issue news releases to news outlets and search engines, as well as integration with the Vocus-owned HARO — it's Help A Reporter Out connection service that promises to link reporters with experts.