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Best practices and help on how to sync salesforce with third party app

I have a third party app on the app exchange that is used to pull in contacts and campaigns that are later used to send as email campaigns.  Right now our app is only doing push and pull operations to send and receive the data as its needed.  i would like to modify the app so that it is alot more integrated with salesforce and not sure how the best way of doing this is.  I have read on methods such as getUpdated() and getDeleted() which could be be used in a nightly process, and have also read a bit on outbound messaging.  Doing the sync in real time is not my main priority but would be best.


Can someone please help me understand how many big name companies manage to keep salesforce data syncronized with there own web app.