GLOBAL – BANGALORE, LONDON, NEW YORK, APRIL 25, 2012: Global consulting, outsourcing & technology leader Infosys and WPP group in partnership with WPP’s Fabric, unveil cloud-based platform called Infosys BrandEdge.
Said to be a first, the technology simplifies digital marketing by bringing together integrated marketing and technology expertise on a single unified platform. It transforms the full spectrum of digital marketing activities including creation and management of digital properties, data management, coordination with multiple partners, and campaign execution.
Powered by an underlying BLUE framework, the platform comprises four modules that enable marketers to efficiently BUILD digital assets, effectively LISTEN to and UNDERSTAND target segments and easily ENGAGE consumers across a wide array of digital channels.
· BUILD: Helps marketers create, manage, and reuse digital properties efficiently. It brings together internal and external stakeholders on a single platform to collaborate seamlessly, reducing time-to-market by up to 40 percent and costs by up to 30 percent.
· LISTEN: Integrates, owned and earned digital asset data, with CRM data and other third-party data sources to allow organizations to set measurement, privacy and security standards and control this data. This unified view of the consumer can be made available in real-time across the organization and can be shared with other toolsets or services such as media buying or advertisement serving technologies.
· UNDERSTAND: Provides advanced intelligence to analyze consumer behavior across multiple digital channels. The fine-grained, interactive and consumer-centric reports enable marketers to improve targeting of existing consumers. The real-time and bespoke analytics help identify new segments faster.
· ENGAGE: Helps marketers maintain homogeneity in communication across digital channels. It provides a common gateway to a catalogue of pre-integrated marketing tools to connect with consumers across a range of digital channels, such as email, social media and advertisement gateways.
Offered in the Cloud, the platform is available in a subscription-based, pay-per-use model. This will enable marketers to convert their capital expenditure into variable operational expenditure while embracing the latest advances in technology and marketing.
Sir Martin Sorrell, CEO of WPP, said: "It seems to us that clients are seeking simpler solutions in an increasing complex marketing world. The application of technology and data analytics to accelerate effectiveness and efficiency is well established. However, the traditional approaches of technology and marketing rarely speak the same language. Infosys BrandEdge, in partnership with Fabric, a WPP company, provides a comprehensive solution to bridge this divide and help our clients create unique personal experiences for consumers.”
