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Yamaha Rolls Out Paragon

Yamaha recently launched Paragon, a dealer tool designed to increase efficiency, accessibility and measurement of online and social content. Paragon (Product and Resource Asset Galleries Online) provides user-friendly resources that make it easy for dealers to add Yamaha content to their websites, including content that integrates with mobile devices, and measure the impact of marketing efforts on Facebook and Twitter — all free of charge.

Paragon consolidates content and functionality from The Hub multimedia portal, Yamaha Online University and the URL shortening tool, which lets dealers track the effectiveness of their social media efforts and generates a QR (Quick Response) code — letting them integrate their online and offline marketing efforts. With Paragon, dealers can get a quick snapshot showing the proportion of users that are viewing content on mobile devices, so dealers can use QR codes more strategically.

"Music stores spend a lot of time and energy balancing their books, updating IT architecture and managing inventory," said Jeff Hawley, director of Yamaha's customer experience group. "That amount of careful attention and planning isn't always applied to social media and data-driven marketing."

Paragon makes it easy for dealers to add downloadable and embedded HTML5 images and video galleries to their store's websites. The embed feature lets dealers deploy trackable content for mobile devices.

Yamaha Online University will also migrate to Paragon and includes a tablet-optimized interface with role-based reporting and tracking for store owners and managers.

"If Yamaha can help dealers use social media to adopt a data-driven approach to marketing efforts, do a better job selling themselves and draw more novices into the network of people who are actively making music, then we all win in the long run," Hawley said.