Neolane Unifies Inbound and Outbound Marketing Communications

Neolane has launched new options for its marketing automation platform in a bid to help marketers improve loyalty and create new revenue opportunities.

 

Neolane Interaction, Neolane Distributed Marketing and Neolane Campaign Optimization have all been unified.

 

Based on Neolane’s v5.1 platform, these options are able to unify inbound and outbound communications, drive meaningful conversations and present timely, relevant offers across channels.

 

Suresh Vittal, principal analyst, Forrester Research (News - Alert) believes that the notion of campaigns has extended beyond traditional communication channels to include emerging and inbound channels like mobile, Web sites, landing pages and social networks.

 

In an April 2009 report titled, ‘Campaign Management Needs a Reboot,’ Vittal says that campaign management applications struggle to keep up with the design, management and reporting needs of these channels.

 

He emphasized the need for campaign management tools to deliver a flexible, rule-based engine. This will allow marketers to design programs that promote a conversation rather than just push marketing communications. Also, campaign management tools must also leverage the history of a customer’s relationship with a firm to power dialogues across both inbound and outbound channels.

 

The three new options complement the capabilities of Neolane’s Cross-Channel Marketing Optimization solution and help improve the effectiveness of cross-channel marketing campaigns at all stages of the customer lifecycle.

 

”The secret to perfecting marketing campaigns is to recognize every customer and what is relevant to them, in every communication you have together, regardless of channel or whether contact is inbound or outbound,” said Stephane Dehoche, CEO at Neolane. “Neolane does exactly that.”