SAN FRANCISCO -- On Wednesday Responsys announced Interact Marketing Cloud, a platform aimed at letting companies stay in touch with customers as they move across digital channels. Interact Marketing Cloud is a new moniker that encompasses the company's previous offerings with new functionality.
At the Responsys Interact 2013 Conference on Wednesday, the company said that its software will let marketers build complete profiles of individual customers and then personalize marketing programs across the web, display advertising, mobile, and social media.
Responsys introduced Interact Profile, technology that lets marketers combine data from a variety of sources, including demographics, campaign responses, online behavior, social signals, and preferences. It adds mobile insights, such as clicks, conversions, devices, and browsers used, via a partnership with Velti.
Interact Profile now includes Interact Preference, cross-channel preference management technology that lets marketers create more flexibility in opt-ins and opt-outs, as well as maintaining a single view of a consumer's communication preferences across media. Interact Preference is delivered by a partnership with PossibleNOW, a provider of enterprise preference management software.
Interact Preference lets consumers "opt down, instead of opting out," according to Dan Springer, CEO of Responsys. He says that most consumer communication opt-ins still begin via email, and the number one place consumers provide their email addresses is on the page of the brand. Other key trigger points for a consumer to provide email are on purchase pages and order confirmation.
Intuit, a Responsys customer, will use Interact Preference to make up for the lack of flexibility in its own email preference management system, built in the early days of email.
According to Timothy O'Brien, group manager, small business direct response and digital communications, when a customer opts out from communications from one of Intuit's many brands, they're unsubscribed at the corporate level. "The thought was, we are Intuit, and this person does not want to hear from Intuit," O'Brien explains. "Now, we have a variety of business units in which the marketers want to protect their customer bases and communicate the way they want to."
With Interact Preference, Intuit can give customers choices about the brands they want to hear from and the types of communications they want. "Instead of yes or no to email, it's yes to emails about special promotions or yes to tricks and tips," he says. This was not possible to implement in-house because of the complexity of Intuit's technical infrastructure.
O'Brien said that Responsys has allowed Intuit to move into mobile and display marketing, as well. Responsys said it had increased the number of display advertising networks from which it provides inventory to customers. Intuit used the display retargeting capability to reinforce its recent email campaign for QuickBooks. It set the campaign to display ads with similar creative to the emails it sent to existing customers.
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
March 19, 2014