Newton, MA
September 29, 2008
National Advertisers to Benefit from Enhanced Marketing Automation Infrastructure that Improves Personalization and Campaign Effectiveness While Driving Revenue
Neolane, Inc., the software company for new-generation marketing, today announced it has been selected by Image Direct to support its cross-channel direct marketing services. Los Angeles-based Image Direct is a direct marketing service provider focused on targeted business-to-business (BtoB) and business-to-consumer (BtoC) campaigns that span direct mail, online channels and database marketing. National advertisers use Image Direct's products and services to connect with specialized audiences, with a trigger event twist. The company will use Neolane's enterprise marketing platform to drive its newest cross-channel shared campaign, Exito USA, aimed at Hispanic small business owners.
With Neolane's marketing automation software, Image Direct will be better able to support closed-loop campaigns for its national brand-name advertising clients. Using this flexible, scalable, Web services-based platform, Image Direct will drive campaign planning, execution and measurement from a single online interface for real-time reporting and analysis.
"We recently extended our offerings to help clients move beyond traditional outreach by closing the direct marketing communications and response loop. As a result, we needed an enterprise marketing platform that could scale with our business and cater to our increasingly segmented audiences in multiple languages and across channels," said Alon Doron, president, Image Direct. "Neolane will provide us with a single platform to accommodate our databases, capture responses and create customer profiles for clients. We will also benefit from Neolane's powerful marketing automation capabilities and access to the timely campaign metrics our clients require to justify their marketing spend. Neolane's ability to drive high-volume, highly personalized campaigns across multiple channels was unmatched by any other vendor."
Image Direct's best-in-class clients participate in event-triggered programs such as Welcome Business USA, a direct marketing campaign that reaches more than two million new small business owners nationwide with customized offerings. In addition to sending valuable offers via the "New Business Startup Kit," Image Direct provides online resources that enable new business owners to access local affiliated service providers, and offers opt-in email newsletters with advice and how-to articles.
Image Direct recently partnered with The Latino Coalition to produce a customized membership drive that targets new and growing Hispanic-owned businesses. Called Exito USA, it will be the first program driven by the Neolane platform. More so, it will be one of the first, if not the only, shared campaign using this level of technological sophistication. Exito USA provides marketers with unparalleled reach into a growing number of Hispanic businesses nationwide. In fact, according to Hector V. Barreto, chairman of The Latino Coalition, the impact Exito USA can have for marketers is significant given that each week there are more than 20,000 starting or growing Hispanic-owned small businesses that are looking for important service or product information, discounts and special promotions. With Neolane, Image Direct empowers multi-cultural advertisers with powerful campaign management and marketing resource management capabilities, putting them in touch with audiences who are ready to buy.
"Neolane will serve as the backbone for Image Direct's increasingly popular direct response campaigns and has the flexibility to support broader cross-channel elements that are being incorporated into existing programs, including email and eventually SMS/text messaging," said Stephan Dietrich, president, Neolane, Inc. "For Image Direct to provide value to its clients, it must be able to execute highly-targeted campaigns that support a dynamic communications process, which is only made possible by creating a single view of the customer using a centralized datamart. Neolane allows Image Direct's clients to add value across the customer lifecycle, from initial offer response, to supporting dynamic online and email-based offers as their needs mature."
About Image Direct
Image Direct partners with Fortune 1000 companies in packaged goods,
financial services, technology and telecommunications industries to create
high-response direct marketing programs that reach target audiences during key
life events—when brand loyalties and buying patterns are determined. Image
Direct specializes in designing, implementing and perfecting response mechanisms
by timing the delivery of a tailored message to a specific group of well-defined
consumers or business targets, who might be segmented by geographical area, age,
economics or ethnicity.
For more information, visit http://www.imagedm.com.
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