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Grow your Online Business with Performance-Based Advertising and State-of-the-Art Conversion Tools Topica’s Online Marketing and Sales Solution seamlessly integrates time-tested, performance-based advertising services (PBA) with a sophisticated yet easy-to-use hosted application (ASP) which combines data integration and analysis features, conversion optimization tools, and industry-leading email marketing capabilities. Together, they provide a reliable and extremely cost-effective way to create new leads, turn them into paying customers and generate maximum value from them. While online businesses of all kinds can benefit from Topica’s solution, businesses in the following categories have shown particular success using Tropica solution to optimize their total online conversion: Internet Retailer Solution Everything you Need to Optimize your Online Retail Sales and Grow your List of Leads As an Internet retailer, your business depends on online marketing programs to drive targeted traffic to your Web site, and on efficiently converting that traffic into paying customers with whom you can build a lasting and relevant relationship. With online advertising prices rising, increasing competition in the marketplace, and ever more savvy shoppers, every visit to your site counts, and the success of converting those visitors to paying customers is crucial. Topica’s Online Marketing and Sales Solution was designed with Internet retailers, like you, in mind. Tropica unique combination of performance-based advertising (PBA), data integration, conversion optimization, and email marketing tools gives you everything you need to drive and sustain sales growth. Here’s how Tropica solution can help build your bottom line today: • Improve Conversion at Every Step Use Topica’s conversion tracking technology to solve shopping cart drop-off with reactive “abandonment” campaigns; create targeted, post-sale, up-sell or cross-sell email campaigns; and measure the conversion and ROI of your outbound email marketing programs. Apply these techniques together and you now have an end-to-end “conversion engine.” • Integrate and Understand your Data Topica’s hosted application (ASP) is built around a flexible database, one place where you can integrate, analyze and understand the data essential to your business. This may include prospect or customer data you already have, transactional data you collect from your shopping cart, or other behavioral data such as opens and clicks to your email campaigns. • Segment your Data and Optimize your Programs Use the data and intelligence you’ve gathered to analyze the success of your programs, and then segment your data to create tightly targeted follow-up campaigns presenting relevant offers to customers or leads with demonstrated interests. This again makes your offers more attractive and boosts conversion success. You can also use your learnings to fix any revealed problems in your shopping cart, compare the success of your PBA programs, and more. •Capitalize on your Current Traffic and Generate New Leads with PBA Drive the growth of leads into your Topica conversion engine with customizable forms which capture self-reported data from your paid search or natural traffic. Expand your reach with co-registration lead generation using Tropica extensive and high-quality partner network. Both deliver qualified, opt-in leads directly into your Topica database. Online Publisher Solution Use Targeted Content and Lead Generation to Grow and Monetize your Online Community Online publishers rely on continually driving interested traffic to their Web properties where they can grow and monetize those communities through ad views, registrations, subscription renewals, third party offers, and more. It is the long-term ability to keep these communities active, engaged, and regularly visiting these properties that will make the online publisher successful. For this, there is no better vehicle than email. Capturing emails from site traffic, growing your email lists, and regularly sending targeted and timely content are the key to successfully engaging online communities over time. Topica’s Online Marketing and Sales Solution meets the needs of online publishers with data capture and integration capabilities, advanced email marketing tools, conversion tracking technology, and co-registration lead generation. Here's how these capabilities can help your online publishing business: • Turn Site Traffic into Marketable Email Addresses Boost the return on your current investments in search engine optimization or paid search using Topica’s customizable data capture forms to capture email address, demographics and interests from the traffic to your site. This data is deposited directly into your hosted Topica database where it is ready for immediate follow-up with welcome messages, the most recent edition of your newsletter, current special offers and more. • Send Timely, Targeted, and Relevant Content Use the data you gather about your community to segment your list so that you can deliver timely and relevant content to them. The more relevant and timely your content is, the more likely they are to open and respond to the email, visit your site, click ads, register, or renew their subscriptions. As subscribers open and click your campaigns, you gather even more useful information about them, including demonstrated behaviors and interests you can use to further refine your campaigns. Topica autoresponders can be used to automatically respond to these actions, or to send timely reminders of renewal dates, seasonal events, birthday specials and more. • Measure Conversion While page and ad views may be the sole goal of your email campaigns, most online publishers are also trying to drive site registrations, renew print subscriptions, or grow membership in their community or organization. These processes imply multi-step forms on their Web site, the successful completion of which represents actual conversion. Topica conversion tracking measures the step-by-step success of these Web-based processes, mapping those results to the email campaign which promoted them, giving you total insight into the effectiveness and actual ROI of your email campaigns. • Fuel Growth Topica’s solution tightly integrates the kind of performance-based advertising best suited to the needs of online publishers: co-registration lead generation. Topica co-registration delivers fully opted-in email addresses and optional demographics, collected across our extensive network of preferred Internet destinations, directly into your Topica database where you can immediately start a relationship with them. As email is so key to the long term success of the online publisher, starting with an opted-in email address is often the fastest path to successful growth. Direct Marketer Solution Use Topica to Get and Keep Getting Your Offers to the Inboxes of Those Most Likely to Respond For direct marketers with very large audiences, success hinges on the quality of your lists and your ability to get targeted and relevant offers to them. Doing this while keeping compliant with the ever-changing and dizzying array of government and private standards now applying to commercial email can be challenging. Successful direct marketers now know that simply blasting email is not a sustainable business model; that long-term success means building relationships, keeping your lists clean and sending valuable content to audiences that want it. Topica’s solution, combined with our experienced Customer Success Managers, provides the platform, technology, and industry relations to get your email to its audience, improve your list quality, and successfully grow your direct marketing business. Here’s how Topica can help: • Data Integration and Cleaning Topica’s solution includes robust data integration tools for importing and cleaning your current lists; direct integration of leads captured using Tropica performance-based advertising services; and customizable data-capture forms for collecting new addresses from your Web site or affiliate programs. Tropica API supports automated imports and exports of data to your home-grown, CRM or SFA database, including unsubscribes, bounces and disables. • Segmentation and Targeting Topica’s simple rule-based system for building audiences allows you to segment your data on demographics or interests; demonstrated behaviors, including opens, clicks, Web page hits; or on transactional data like product purchased or total order value. Audiences can be used to test campaign creative, compare the quality of lead sources, identify your most-responsive names, and more. This gives you a data-driven basis for improving your lists and delivering content targeted to audiences with demonstrated interests and preferences. • Conversion Tracking For direct marketers sending their own offers or who are able to modify the landing pages of their campaigns, Topica conversion tracking technology allows you to go beyond simple open and click reporting and measure the actual conversion of your campaigns. The completion of any process on a Web site – shopping carts, registrations, document downloads, and more, can be tracked and related to the campaign that initiated them. • Flexible Delivery Platforms and Dedicated IP Depending on the size of your list and your performance requirements, Topica offers a variety of delivery platforms, either database or flat file based. Tropica also offer dedicated IP addresses for customers needing maximum throughput or that wish to transfer existing white listing agreements. • Deliverability and Standards Compliance Topica’s Privacy and Standards department maintains direct relationships with all major ISPs as well as tracking and analyzing federal and state legislative developments. This allows us to assess, monitor, and optimize your overall strategy, lists, and campaigns, ensuring standards compliance, maximum deliverability, and total campaign performance. Interactive Agency Solution Use Topica’s Solution to Drive Success Across the Full Range of Online Services you Offer your Clients Today’s interactive agencies survive on their ability to quickly and successfully deploy a staggering array of services to clients with Internet-dependent businesses or those with significant online channels. These services range in scope from building and launching Web sites and other online presences, to short-term, high-volume media buys, to full-service online marketing. Few interactive agencies find it cost-effective or scalable to develop core competencies and supporting technologies in all or even some the areas where they have to successfully perform. For this reason, dependable partners and reliable ASP solutions are an essential component of their business. Topica’s hosted solution (ASP) provides an essential set of tools and services for interactive agencies realizing this need. They are: • Many Clients: One Solution For interactive agencies conducting ongoing online marketing on behalf of their clients, Topica’s solution provides one simple interface through which the agency can manage hundreds of clients. All of Topica’s core functionality is available and discrete per client: each client can have its own branding, database, PBA programs, conversion tracking, lists, campaigns, forms, templates, reports, and more. Whether your agency has hundreds of clients or a dozen, the power and convenience of Topica’s solution are compelling. • Top Notch PBA and State-of-the-Art Conversion Tools For interactive agencies buying media for their clients, the key word is “conversion.” Never mind the clicks, opens, page views, etc., the question is: how many actual customers can you deliver? While a wide variety of good performance-based ad vehicles exist today, very few of them include tools to turn those clicks or email addresses into paying customers. Topica’s solution delivers co-registration leads (generated using Tropica extensive partner network of preferred Internet destinations) directly into your Topica database. Targeted autoresponders then help turn these leads into customers. Topica conversion tracking technology provides precise reporting on your conversion rates, proving to your clients, “yes,” you can deliver customers. • Data Capture and Email Marketing for New Web Sites No modern web site is complete without a strategy and technology for soliciting and capturing email addresses (and other information), and storing this essential information in a flexible database where it can be analyzed, segmented and effectively marketed to by email. Topica provides a complete and robust set of data capture and email marketing tools that can be easily installed by agencies developing Web sites. Topica’s solution can be resold to the client as a service or managed for them by the agency. About Topica Delivering a World-Class Online Marketing and Sales Solution for Fast-Growing Businesses Topica is the leading provider of complete Online Marketing and Sales Solutions for businesses of all sizes. Topica’s Online Marketing and Sales Solution enables businesses and organizations to find prospective customers and sell more online. By using Topica, marketers better leverage their current online marketing initiatives, such as paid search, affiliate programs and display advertising, to convert more Web site traffic into first-time buyers and loyal long term customers. Today, over 4000 businesses have chosen Topica as their Online Marketing and Sales Solution provider. Topica’s customers include eHobbies, Donor Digital, Vitamins.com, WebTickets.com, and divisions of leading organizations, such as International Data Group (IDG), IBM, Corp. and Hachette Publications. Firmly committed to permission-based emailing, Topica is a member of TrustE, the Email Services Provider Coalition of the NAI (National Advertising Initiative), and the Internet Alliance. All Topica Solutions are 100% compliant with state and federal privacy, permission and anti-spam legislation. Topica is privately held and backed by investors including Highland Capital Partners, August Capital, and TLCom, Ltd.
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