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NY’s Yodle aims big with IPO and new HQ

Things are on the up for online ad firm Yodle: it’s just filed for a $75 million IPO and signed the lease for a swanky new office. Phenomenal success Art directors and account managers who work for online advertising agencies in the Big Apple may already have heard of Yodle. Founded in New York 2005, it specializes in helping local businesses achieve the most effective online advertising campaigns, with a platform encompassing email marketing, internet marketing social media marketing, reviews and recommendations, marketing automation, SEO and local search. In a nutshell, Yodle is a lead-generating machine that helps local businesses advertise their products and services by delivering optimal search results on all the major search engines. Yodle ads will point straight to its customer’s websites and lets them track the effectiveness of their online marketing from a single, personalized performance dashboard. Business-savvy account managers may also appreciate that it’s been phenomenally successful. In 2005, it had a mere 9 employees. Between 2007 and 2010, its annual revenue soared by a staggering 700 percent, its staff headcount ballooned to 250 and its client roster skyrocketed from 600 to 5000. Today, that’s exploded to 45,000 local businesses, the staff headcount now tops…

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Introducing LocalMaven, the startup that tracks and incentivizes recommendations

New York startup LocalMaven is making it easy for local businesses to generate word-of-mouth referrals with a simple incentive: cash. Upon reading this blunt summary, the more inquiring product manager will want to know how this idea actually works. Let’s begin at the beginning. Frustration, the mother of invention The company, which officially launched just yesterday (8th July), is the brainchild of erstwhile events business executive Arnon Rosan, and he hatched the idea out of his growing frustration that no reliable means existed to track or reward positive referrals. The only way he’d find out whether a recommendation he’d given for, say, a good tent company actually went anywhere was if he asked about it later. And, even though his referral could have generated a goodly slice of business revenue for the service provider, his only reward (if he was lucky) might be to be taken out for dinner. The result of these irksome vexations was a unique platform capable of literally organizing an informal referral economy, operating across all market segments and industries (not just Rosan’s specialty, events businesses) and accessible anywhere in the world with an internet connection. An online referrals marketplace Now we can come back to…

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New York’s CrowdTwist enhances advertising with tailored loyalty programs

New York loyalty and rewards platform CrowdTwist is taking loyalty-creation to new heights after a $9 million Series B investment round. Omni-channel loyalty While Adland’s account managers focus their efforts on optimizing relations with key agency clients, no one with media jobs in online advertising agencies is unaware of the importance of cultivating customer loyalty. And CrowdTwist, which was founded by NY compadres Irving Fain, Josh Bowen and Michael Montero in 2009, has fast become a leading supplier of multi-channel loyalty and analytics solutions for brands, marketers and advertisers. Essentially, intrigued account managers may wish to know, CrowdTwist provides tools to help its clients create online loyalty programs. Co-founder and CEO Irving Fain says that the new cash will help it expand beyond the “intense fervor around gamification” with which it’s been associated, and deliver “long-term, sustainable value to brands.” According to Mr. Fain, CrowdTwist’s unique appeal resides in what it actually does with loyalty programs, how it puts them to work: they become sources of valuable consumer data on an “omni-channel” basis (i.e., across offline, online, social and mobile channels). Not only that, but all the data that gets sucked up is opt-in and owned by the brand instead…

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GeoMarketing startup Yext heads for IPO and international expansion

Yext, the New York-based ‘GeoMarketing’ company, appears to be heading for an IPO after raising a walloping $50 million in Series F. Product managers who think the word “GeoMarketing” sounds cool but feel baffled about what it means should read on. Essentially, Yext’s Software-as-a-Service capabilities allow businesses or stores to control their listings in local searches. Synchronizing across local searches Take the case of a drugstore chain: it might have 60 different stores in a city, each one with slightly different contact information, opening hours, etc. As things stand, they’ll each be listed slightly differently in Google search, Foursquare, Yelp and other location databases. Yext’s platform lets businesses control the content of all those assorted listings from a single dashboard. The startup launched as a pay-per-call advertising company in 2009, but morphed over the ensuing couple of years to focus instead on developing its unique GeoMarketing software (the ad business was sold to IAC’s Grid Media). And even the most hard-headed product manager will concede that the shift of emphasis has proven a big success. Yext now handles data for over 300,000 active locations and it saw a handsome $34 million in revenue in 2013, a spectacular 116 percent higher…

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Social media marketing startup Offerpop looks beyond New York to expand after 15 million Series C round

As just about all social media managers know, social media has become an indispensable channel for marketing. And New York’s Software-as-a-Service startup Offerpop aims to consolidate its increasingly vanguard status in this field. This follows a successful Series C round this month which added an additional $15 million to its coffers. Smart tracking The company was founded in 2009 by Allen Bonde, Mark Cooper, Wendell Landsford and Prakash Mishra and has become a leader in social media marketing in an impressively short space of time. Its roster now includes over 2,000 enterprise and mid-market clients, amongst them big names like Comedy Central, Lilly Pulitzer and L’Oreal. Social media managers hearing about it for the first time here will probably want to know a little more about what this up-and-coming startup offers, so here’s a little lowdown. If a customer tweets about, say, a L’Oreal product, Offerpop’s platform not only lets L’Oreal know, it can also do much more intricate stuff as well. Like, for example, sending automated responses to the relevant tweeters, obtaining permission to include user-generated images in forthcoming marketing materials and monitoring the success or failure of specific campaigns by identifying whether those tweeters actually ended up buying…

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