iAPPS Product Suite Powers Personalized Interactive Marketing Campaigns for Songbird Hearing

Woburn, MA | November 22, 2010

Bridgeline Digital, Inc. (NASDAQ: BLIN), a developer of award-winning web engagement management software and interactive technology solutions, announced today that Songbird Hearing, the leading developer of affordable hearing devices and ancillary products designed to address the needs of people with mild to moderate hearing loss, has launched their newly developed public website and eCommerce store (songbirdhearing.com) to help them leverage online channels more effectively in their sales distribution strategy

Developed on iAPPS Content Manager, iAPPS Commerce and iAPPS Marketier, the website was developed to augment Songbird’s primary reliance on Direct Response Television advertising and give them capabilities to execute and track highly targeted interactive campaigns that increase the effectiveness of their advertising spend. Bridgeline's iAPPS Product Suite is an innovative SaaS solution that unifies Content Management, e-Commerce, e-Marketing, and Analytics capabilities - enabling users to swiftly enhance and optimize the value of their web properties. iAPPS Content Manager is the 2010 CODiE Award Winner for Best Content Management Solution, globally, and was recently highlighted by analyst firm Ars Logia as "the best overall platform for sub-$billion companies seeking a synergistic pre-integration of robust WCM, analytics, and eCommerce functions."

Songbird Hearing engaged with Bridgeline to develop an interactive marketing solution that more capably distributes their patented hearing technology to highly targeted audiences. With iAPPS Content Manager, iAPPS Commerce and iAPPS Marketier as their web engagement platform, Songbird is able to deliver relevant shopping experiences to site visitors that result in building long-term customer relationships and increased revenues. For example, iAPPS is able to accommodate targeted marketing campaigns and tracking through a single site by serving different homepages and/or variable offers driven by how users access the Songbird site. This capability is achieved within the main Songbird website - without the additional administrative effort of creating various microsites - and enables the collection of valuable ROI metrics specific to each campaign. The website also allows Songbird to enhance the traditional Direct Response tactic of a trial offer and give shoppers the discounted option to pay in full directly from their shopping cart without having to enter an additional promotional code. When a shopper clicks to purchase a trial offer, customized messaging appears that promotes the pay in full discount option. This capability can also accommodate multiple products in the shopping cart, automatically extending the discount as appropriate and serving to promote additional session sales.

Additionally, Songbird can use iAPPS Marketier to more effectively execute targeted email marketing campaigns to their existing customers based on purchase and site visitor history. With iAPPS Marketier natively integrated into their overall site solution, Songbird can easily assemble their campaign list within a simple-to-use administrative interface based on characteristics such as what a customer purchased or when they purchased it, as well as data around content they may have accessed on the site that could indicate buying intent. They can also take this one step further and provide special campaign specific offers using customized URLs. When a user comes to that customized URL available only from the campaign, they are delivered a product page offering just those users with special discounted pricing. This allows Songbird to not only tailor the experience to those specific users without requiring a cumbersome promotional code, but also to track the success and ROI of these highly targeted campaigns.

Beyond iAPPS’ industry leading product functionality, Songbird also leveraged Bridgeline’s user-centered design process to develop an intuitive, customized user interface and navigation structure that offers easy access to information and content, and provides the optimal customer shopping experience. For example, the Songbird website supports customers’ post-purchase needs within a user-tested interface that provides real-time order status and offers access to accessories, replacement parts, and customer service information that is specific to order history. And to continuously improve the site user experience, Songbird leverages iAPPS Content Manager’s forms building capability and provides visitors with an exit survey to assess the overall shopping experience and loop that feedback into additional development cycles.

About Songbird Hearing

Songbird hearing aids were invented by the Sarnoff Corporation in Princeton, New Jersey (formerly RCA Labs), the same technology lab that has created some of the world’s leading consumer technology innovations such as HDTV and Digital Satellite TV. Sarnoff’s scientists believed that a hearing device shouldn’t need to be expensive and difficult to both purchase and maintain. The introduction of the Songbird Disposable hearing aid in 2000 proved that a hearing device could be high quality, affordable, and easy to get and use. With the introduction of the Songbird Ultra in 2009 and the launch of the Flexfit in 2010, Songbird continues to bring products to the market to meet the growing needs of those with mild to moderate hearing loss. All of Songbird's products are manufactured in North Brunswick, NJ and sold directly to consumers. For more information about Songbird, please call at 800.789.1830 or send an email to info@songbirdhearing.com.

About Bridgeline Digital

Bridgeline Digital is a developer of an award-winning web engagement management platform and award-winning interactive business technology solutions that help customers leverage best in class web-based technologies to achieve their business objectives. The iAPPS Product Suite is an innovative SaaS solution that unifies Content Management, e-Commerce, e-Marketing, and Analytics capabilities into the heart of websites, online stores, intranets, extranets, and portals – enabling business users to swiftly enhance and optimize the value of their web properties. iAPPS Content Manager is the 2010 CODiE Award Winner for Best Content Management Solution, globally.

Combined with award-winning interactive technology development services by Microsoft Gold-Certified development teams, Bridgeline Digital helps customers to cost-effectively maximize the value of their rapidly changing web applications. Bridgeline's teams of developers specialize in web application development, e-commerce development, usability engineering, SharePoint development, rich media development, and search engine optimization.

Bridgeline Digital is headquartered near Boston, with additional locations in Atlanta, Baltimore, Chicago, Denver, New York, Philadelphia, Washington, D.C., and Bangalore, India. Bridgeline Digital has hundreds of customers ranging from middle market organizations to divisions within Fortune 1,000 companies that include: Sun Chemical, Honeywell, Healthcore, LG Electronics, Marriott International, Berkshire Life, PODS, Budget Rental Car, Washington Redskins, AARP, National Financial Partners, The Packard Foundation, DTCC, Cadaret, Grant & Co., National Insurance Crime Bureau, and the American Academy of Pediatrics. To learn more about Bridgeline, please visit www.bridgelinedigital.com.

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