Technology

Infosys, WPP partner to launch cloud-based digital marketing platform BrandEdge

MUMBAI: Global consulting, outsourcing and technology leader Infosys and Fabric, a part of global communications service group WPP, have tied up to launch Infosys BrandEdge.


The platform was launched by Infosys CEO and MD S D Shibulal and WPP CEO Martin Sorrell at the Infosys Experience Center in London.Three leading Global 200 companies are leveraging the platform to accelerate digital engagement.


BrandEgde is a comprehensive cloud-based offering that simplifies digital marketing by bringing together integrated marketing and technology expertise on a single unified platform. Its functions include full spectrum of digital marketing activities like creation and management of digital properties, data management, coordination with multiple partners, and campaign execution.


Offered in the Cloud, the platform is available in a subscription-based, pay-per-use model. This will enable marketers to convert their capital expenditure into variable operational expenditure while embracing the latest advances in technology and marketing.


Shibulal said, "As organizations work towards building tomorrow‘s enterprise, they must deliver personalized products and services to an informed and discerning digital generation. Infosys BrandEdge provides the agility needed to tap the true potential of digital marketing, accelerate consumer engagement and drive growth. With our deep industry experience, drawn from working with over 600 clients across domains, and proven cutting-edge technology leadership, we are uniquely positioned to develop offerings such as Infosys BrandEdge and drive innovation-led growth for our clients."


Sorrell said, "It seems to us that clients are seeking simpler solutions in an increasing complex marketing world. The application of technology and data analytics to accelerate effectiveness and efficiency is well established. However, the traditional approaches of technology and marketing rarely speak the same language. Infosys BrandEdge provides a comprehensive solution to bridge this divide and help our clients create unique personal experiences for consumers."


The platform is powered by an underlying BLUE framework, and comprises four modules that enable marketers to efficiently build digital assets, effectively listen to and understand target segments and easily engage consumers across a wide array of digital channels.


It will help marketers create, manage and reuse digital properties efficiently and brings together internal and external stakeholders on a single platform to collaborate seamlessly, reducing time-to-market by up to 40 per cent and costs by up to 30 per cent.


BrandEdge will also help integrate owned and earned digital asset data, with CRM data and other third-party data sources to allow organisations to set measurement, privacy and security standards and control this data. This unified view of the consumer can be made available in real-time across the organisation and can be shared with other toolsets or services such as media buying or advertisement serving technologies.


In addition, it will also provide advanced intelligence to analyse consumer behaviour across multiple digital channels. The fine-grained, interactive and consumer-centric reports enable marketers to improve targeting of existing consumers. The real-time and bespoke analytics help identify new segments faster.


Lastly, it will help marketers maintain homogeneity in communication across digital channels. It provides a common gateway to a catalogue of pre-integrated marketing tools to connect with consumers across a range of digital channels, such as email, social media and advertisement gateways.

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