Infosys, a provider of consulting, outsourcing, and technology, and WPP, a communications services group, today unveiled Infosys BrandEdge in partnership with Fabric, a WPP company. This cloud-based offering brings together integrated marketing and technology expertise on a single unified platform. It transforms the full spectrum of digital marketing activities including creation and management of digital properties, data management, coordination with multiple partners, and campaign execution.
Powered by an underlying BLUE framework, the platform comprises four modules that enable marketers to build digital assets, listen to and understand target segments, and engage consumers across a wide array of digital channels.
The four modules are as follows:
- BUILD: Helps marketers create, manage, and reuse digital properties. It brings together internal and external stakeholders on a single platform to collaborate seamlessly, reducing time-to-market by up to 40 percent and costs by up to 30 percent.
- LISTEN: Integrates owned and earned digital asset data with CRM data and other third-party data sources to allow organizations 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 organization and can be shared with other toolsets or services, such as media buying or advertisement serving technologies.
- UNDERSTAND: Provides advanced intelligence to analyze consumer behavior across multiple digital channels. The fine-grained, interactive, and consumer-centric reports enable marketers to improve targeting of existing consumers. The real-time analytics help identify new segments faster.
- ENGAGE: Helps 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.
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.
"As organizations work towards building tomorrow's enterprise, they must deliver personalized products and services to an informed and discerning digital generation," said S. D. Shibulal, CEO and managing director of Infosys, in a statement. "Infosys BrandEdge, in partnership with Fabric, is a unique platform that 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."
Martin Sorrell, CEO of WPP, 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, in partnership with Fabric, a WPP company, provides a comprehensive solution to bridge this divide and help our clients create unique personal experiences for consumers."