Digital Marketing. Simplified.

Transcription

1 Digital Marketing. Simplified.

2 DIGITAL MARKETING PAIN POINTS Infosys research indicates that there are numerous barriers to effective management of digital marketing campaigns, including: Agencies and vendors use different tools, systems, and protocols Campaigns lack cohesion because so many hands touch the process Controls and methods have to be reengineered for each new campaign Service teams don t understand marketing objectives Corporate policies and guidelines are so cumbersome that business units work off-platform Time is so limited that tagging, reporting, and measurement are often neglected Underlying technology becomes obsolete too quickly Simplify Your Digital Marketing Digital marketing is revolutionizing the way you interact with consumers, giving you the power to share your knowledge, products, and brands in real time, in every corner of the world. You can publish ideas, presentations, videos, promotions, and catalogs across a broad range of digital spaces. You can reach the right people at the right time with the right information. Real-time measurement techniques allow marketers to identify consumer segments and target the right messages at consumers in these spaces. But how do you manage and measure an increasingly complex system of digital campaigns and engagements? How do you collaborate effectively with partners and agencies spread across multiple time zones and with differing levels of expertise? How do you efficiently reach consumers across multiple channels? Infosys knows that the digital marketing lifecycle should be simple and holistic. After years of successfully executing digital marketing campaigns and working with a broad range of clients, we intimately understand the frustrations, challenges, and opportunities of working with multiple brands across various geographies through numerous agencies. We know the technology and marketing issues that get in the way of seamless collaboration. That s why we ve partnered with marketing leader WPP, a global advertising agency to create Infosys BrandEdge. 2 Infosys BrandEdge

3 Infosys BrandEdge Infosys BrandEdge is the first comprehensive Cloud-based Platform that simplifies digital marketing. The platform s BLUE framework enables marketers to efficiently Build digital assets, effectively Listen to and Understand target segments and easily Engage consumers across a wide array of digital channels. Offered in the Cloud, the platform s digital asset reuse and audience intelligence capabilities streamline campaign processes and accelerate deployment of digital marketing initiatives. ENGAGE UNDERSTAND LISTEN BUILD B L U E BUILD LISTEN UNDERSTAND ENGAGE Create your assets efficiently Capture the consumers activities Develop deep consumer insights Use insights to activate targeted campaigns Figure 1: The Infosys BrandEdge BLUE framework Infosys BrandEdge 3

4 BUILD The Build module enables the efficient creation of digital properties as part of a campaign setup. Standardization, Performance, Automation, Collaboration and Re-use are the key drivers to efficiency improvement, and the Build module provides specific components targeted to each of these drivers. Together, these features can reduce time to market by up to 50% (based on previous engagements). Features: Configurable workflows for greater standardization Collaboration Portal for enhanced coordination among both internal and external stakeholders Digital Asset Management (DAM) solution promotes asset centralization, re-use, and consistency Figure 2: Searching assets in the Digital Asset Management solution Automation of frequently used processes, such as approval and release management, based on best practices Configurable dashboard displays campaign status and brand performance across markets and channels LISTEN The Listen module uses components of the platform to capture consumer activities on brand sites along with activity from across wider web channels, including social and mobile, through a container tag mechanism. These listeners can be configured to capture data across various digital assets and channels such as websites, ad banners, and s. The data is collected and centrally stored for consistent and comprehensive views of consumer behavior, allowing you to locate existing consumers and target future consumers. Listen provides a view of your consumers across all digital touch points. Features: Tag management capability allows you to insert tags to capture how consumers want to interact with your brand and campaigns Unified Consumer Profile (UCP), a client-side data silo, organizes consumer behavior across all digital channels into usable information Best-in-class, integrated applications designed to capture demographic and psychographic data, user interactions, and preferences 4 Infosys BrandEdge

5 UNDERSTAND The Platforms Understand module uses the Unified Consumer Profile to generate superior consumer insight and enable effective segmentation and personalization as you better serve existing consumers and attract new consumers. Because the information you need is no longer scattered, Infosys BrandEdge allows marketers to generate truly actionable insights. The result is better targeted and better performing digital marketing campaigns. Features: Audience Intelligence capability leverages the UCP from the Listen module to generate granular, interactive, and consumer-centric reports for better targeting existing consumers Figure 3: Accessing brand information in real time Real-time and customized analytics quickly identify new consumer segments ENGAGE The Engage module allows marketers to communicate with consumers through a suite of fully integrated marketing tools. Marketers can leverage the insights gained from the Understand module to activate targeted campaigns and achieve a deeper level of consumer engagement. It also draws on available digital assets in the central repository (DAM) to quickly launch new campaigns. Features: Single sign-on allows brand managers to execute campaigns right from the platform Re-use and launch digital assets like Infographics, videos, and produced ads from the central repository (DAM) in the Build module Application Suite includes campaign planning tools such as Quantcast (audience research), Visible Technologies (social listening), and Google Trends Figure 4: Accessing the Connected Marketplace to enhance collaboration Support and integration for multiple campaign management tools, including 24/7 Real Media (ad server) and Buddy Media (social media campaigns). Infosys BrandEdge 5

6 Putting it all Together to Increase Marketing Efficiency and Effectiveness The four modules of BLUE bring together the best of technology and marketing onto a single, unified platform, making it easy for vendors, agencies, and internal stakeholders to efficiently work together, no matter what their level of expertise. Information and processes are stored in the cloud and the platform provides end-to-end accountability across both technology and marketing operations. Infosys BrandEdge transforms the full spectrum of digital marketing activities including creation and management of digital assets, data management, coordination with multiple partners, and campaign execution. Components from each phase of the process bring something valuable to the digital marketing equation. While the central repository of digital assets (DAM) ensures you no longer have to reinvent the wheel every time you launch a campaign, the Collaboration Portal streamlines the coordination and approval process. And while automated workflows boost productivity freeing up the marketing team to spend more time on strategy the performance dashboard gives marketers a quick pulse of key dimensions within a given brand or campaign. At a glance, you can see agency performance, brand performance across markets and channels. This help you to access the required data points to make quick strategic decision. In addition, listening tools allow you to access the consumer online conversations and integrate the listened data across channels into a unified consumer profile (UCP). Analytics tools use the consumer data stored in UCP to provide demographics and psychographic segmenting to enable targeted marketing by enterprises. Because Infosys BrandEdge is designed to integrate seamlessly with your existing marketing tools, you can increase the return on existing technology investments while using a framework based on industry-best standards. 6 Infosys BrandEdge

7 Benefits Results* Hard benefits Reduction in site development costs Infrastructure costs Maintenance costs 20-30% reduction in digital development costs Rationalization of data center/storage costs Common technical standards and testing Soft benefits Time to market Wasted staff time Compliance Faster adoption of web development standards Capex to Opex Data appending Reporting dashboard Data definitions SEO standardization 30-50% improvement 10-20% reduction 10-20% reduced efforts 200 brands and 50 agencies on-boarded in 6 months Pay-per-use pricing Reduce append/data enrichment and 3rd party reporting costs Reduced time and cost of creating custom reports Cross-brand comparisons and improved decision-making 5-10% increase in traffic per site Application marketplace Access to digital marketing services Single data repository Faster integration with other applications Pre-negotiated pricing available 10 days saved per vendor on sourcing details and rates 10-20% reduction in integration time Specialist services User engagement, site optimization, content targeting, multivariate testing SEO optimization, analytics, reporting, advisory services 5-15% improvement 5-10% increase in site traffic Figure 5: Infosys BrandEdge benefits * Based on previous Infosys engagements Infosys BrandEdge 7

8 Transform Your Digital Marketing Driving revenue growth through better consumer engagement is the goal of every digital marketing campaign. The Infosys BrandEdge platform is uniquely positioned to make sure consumer targeting is combined with audience intelligence, directed delivery, and configurable technology. Infosys BrandEdge uses an open, service-oriented architecture, combining the flexibility you want with the compliance and data protection you need. The Infosys BrandEdge solution is backed by world-class operations management support, ensuring high availability and user-friendly expertise for both internal marketing and external agency teams. The service organization provides focused and responsive support that balances the needs of marketing and IT to keep your Infosys BrandEdge platform working productively. Infosys has partnered with Fabric Worldwide, a WPP Group company, to create this truly unique solution. This allows Infosys BrandEdge to provide exceptional decision-making, social engagement and personalization in real time, across all digital touch points. Infosys BrandEdge brings the best of technology and marketing to a unified platform. It helps you boost productivity, enhance efficiency, and quickly build and launch campaigns that deepen consumer engagement. Infosys BrandEdge provides the agility needed to tap the true potential of digital marketing, accelerate consumer engagement, and drive growth. Infosys BrandEdge provides a comprehensive cloud-based platform specifically designed to simplify and enhance your digital marketing efforts. Highly configurable platform Seamlessly integrates with existing marketing solutions Delivers both an internal and external view of digital marketing activity Subscription, pay-per-use model 8 Infosys BrandEdge

9 Deliver Faster, More Effective Campaigns Infosys BrandEdge combines the analytics, tools and technology expertise of Infosys with the marketing domain expertise of Fabric Worldwide, a WPP company. This pioneering partnership enables your marketing team to efficiently create digital assets, build superior consumer insights, and engage consumers across a wide array of digital channels all through a single platform. Infosys BrandEdge frees up your team to focus on innovation and core competencies while dramatically improving cost efficiencies and the quality of your digital marketing efforts. Infosys BrandEdge simplifies digital marketing management with processes that are: Comprehensive and intuitive Highly configurable and flexible Designed to deepen consumer engagement Future-ready Infrastructure-free, for low-risk implementation and faster adoption Cost, time, and personnel efficient Infosys BrandEdge 9

10 Strategic Partnership Fabric Worldwide LLC is a marketing technology company. Fabric provides a client side Data Management Platform (Fabric DMP) to help securely control your digital data and unify all your digital touchpoints. This allows decision-making, social engagement and personalization in real time across your whole digital estate. Fabric also provides a range of services to simplify the way large scale organizations execute digital marketing including team of Marketing Technologists who serve as guides for both the IT and Marketing teams, helping them make stronger connections with consumers through the Fabric solution set and providing access to a range of specialist strategy, analytics & social engagement services. 10 Infosys BrandEdge

11 Find out more For more information about Infosys BrandEdge and how it streamlines digital marketing efforts so that you achieve more from the processes and platforms you already use, or write us at more information. Infosys BrandEdge 11

12 About Infosys Many of the world's most successful organizations rely on Infosys to deliver measurable business value. Infosys provides business consulting, technology, engineering and outsourcing services to help clients in over 30 countries build tomorrow's enterprise. For more information, contact Infosys Limited, Bangalore, India. Infosys believes the information in this publication is accurate as of its publication date; such information is subject to change without notice. Infosys acknowledges the proprietary rights of the trademarks and product names of other companies mentioned in this document.