Neolane's Cross-Channel Marketing Optimization solution is built on a single, open platform that centrally manages direct marketing campaigns, leads, resources, customer data and analytics to improve effectiveness and ROI. More than 350 of the world's most innovative marketers including Sony Music, Alcatel-Lucent, Orange, Sears Canada and Sephora run Neolane.
Neolane would argue that it's a bit of both. The science of direct marketing software has become much more sophisticated in recent years, as tools have emerged to help marketers precisely plan, target, execute and measure the impact of their efforts.
Direct marketing is no longer just about using the right words or having the most compelling offer at the right time. In today's cross-channel world, marketers also need to understand which channel each customer prefers. New channels like mobile and social media have made this task more complex. Traditional campaign management software, developed when direct mail was the primary (if not only) channel used by most companies, is simply not up to this task.