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Neolane Launches Automation Solution for Cross-Channel Marketing
 TMCnet Contributing Editor
Enterprise marketing software vendor Neolane has launched a marketing automation product described by company officials as "designed for cross-channel, not just multi-channel, marketing."
Called Cross-Channel Marketing Optimization, it gives marketers "the ability to create, manage and execute campaigns across both traditional and emerging channels such as mobile from one platform," company officials say.
The product "is built on the new Neolane v5 platform — a single, Web-services based platform that centrally manages direct marketing campaigns, leads, resources, customer data and analytics," company officials say, the idea being to have campaigns "coordinated and consistent across channels, rather than just executed in silos."
Neolane also offers the option of adding Marketing Resource Management capabilities, providing one interface for marketers to handle planning, budgeting, physical and digital asset management, process automation and program measurement, in addition to cross-channel campaign management.
"Marketers are under increased pressure to be more accountable when it comes to defending, measuring and protecting marketing spend," says Stephan Dietrich, president at Neolane.
Traditionally, the Neolane officials say, legacy marketing software "has not supported all marketing channels, or been able to provide one single, one code-based interface for campaign management, analytics and MRM. Therefore, over time, many marketing organizations have created a patchwork of technology -- a Frankenstein monster. The Frankenstein lurches along clumsily until it becomes overwhelmed and collapses."
The Neolane v5 platform, however, was "created from the ground up" to allow companies to "design and orchestrate targeted, relevant, personalized and event-triggered campaigns."
Last month IDC's ( News - Alert) Market Intelligence Advisory Practice released a study titled Market Intelligence Advisory Best Practice Series: MI Portals That Provide On-Demand Intelligence.
The report, based upon interviews with market intelligence executives at technology firms and portal vendors, provides conclusions and case studies on the management of MI portals and their increasing importance within technology firms.
IDC finds that the new generation of MI portals will be enriched with Web 2.0 technologies to move the MI portal from a simple self-service model to a dynamic Web tool. The future state-of-the-art MI portal will engage users more collaboratively and more frequently.
Laura Curtis, director of the IDC Market Intelligence Advisory Practice, said based on the findings, "market intelligence executives should transition their market intelligence portal into a core strategic product for delivering information on demand to all functional areas of the organization."
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users.
David Sims is a contributing editor for TMCnet. To read more of David's articles, please visit his columnist page. He also blogs for TMCnet here.
Edited by Mae Kowalke
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