In partnership with
Digital Marketing. Simplified.
www.infosys.com/brandedge
Business Overview
The dawn of the digital age has transformed marketing. As consumers shift online – and advertising activity and media spend follow them – marketers have greater opportunities. They can measure behavior and make decisions more accurately based on hard data about the consumers they serve and the channels they use. Simply put, digital marketing helps marketers leverage interactive digital channels to listen to what consumers say and respond appropriately.
However, as the digital marketing environment has grown, the more complex it has become. Campaigns increasingly span multiple markets, languages, media channels and technology platforms. Rather than freeing marketers to do better and more relevant work, “big data” has created an overwhelming fragmented digital landscape. Marketers are grappling with the dual challenges of addressing enterprise marketing efficiency and effective consumer engagement.
The industry needs a standardized framework for simplifying digital marketing. With 30-35% of the marketing budget spent on digital initiatives, getting them right is essential.
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Infosys BrandEdge BLUE Framework
Infosys BrandEdge – in partnership with Fabric, a WPP company – is the first comprehensive cloud-based platform that simplifies digital marketing. At its core is a proprietary framework, BLUE, which consists of four modules that together 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. The BLUE framework brings together the best of both worlds – technology and marketing. This gives marketers an edge in today‟s fastpaced digital marketplace.
ENGAGE UNDERSTAND
The platform encompasses the endto-end processes brand managers require while running a digital campaign. It brings agility and efficiency that helps their teams and partners stay focused on core competencies instead of spending time and resources on micro-managing the many facets of a digital marketing campaign.
Infosys BrandEdge addresses digital marketing challenges by: • Driving Enterprise Marketing Efficiency • Increasing Consumer Engagement Effectiveness
LISTEN
BUILD
B L U E
BUILD
Create your assets e ciently
Capture the consumers
LISTEN activities
Develop deep
UNDERSTANDconsumer insights
Use insights to activate
ENGAGE targeted campaigns
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Driving Enterprise Marketing Efficiency
Marketing is all about reaching out to consumers. The key to marketing efficiency is to achieve that goal faster, cheaper and better than the competition. However, a lot of groundwork must be done before the message reaches the consumer. You need to first build a campaign. This entails interacting with multiple external agencies, getting approvals from legal, finance, IT, and other internal stakeholders, and working through a complete checklist of campaign requirements.
This calls for a digital marketing solution that addresses four primary requirements to drive efficiency in a digital marketing campaign: 1. Configurability - to meet the requirements of varying geographies, processes, and products. 2. Extensibility - to leverage existing tools within the enterprise. 3. Personalization and Contextualization - to deliver smart user experiences for internal/external stakeholders. 4. Verticalization - to enable tailored workflows to meet the specific needs of different industries.
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The Infosys BrandEdge BUILD module was created to help marketers meet these requirements. It improves the efficiency of any digital initiative with features designed to enable standardization, performance measurement, automation, reuse and collaboration. These features include: • A set of completely configurable workflows to enable „standardization‟ of the build process. The build process fits your organizational needs like a glove. • A „collaboration‟ portal that helps promote seamless collaboration between external and internal stakeholders, removing inefficiencies resulting from offline media. • A Digital Asset Management feature that enables asset centralization driving „reuse‟ and consistency. Since digital assets need not be recreated, marketers spend less time and money. • „Automation‟ of frequently executed processes – such as infrastructure planning and approval or release management – decreases effort and enhances efficiency. • A fully configurable brand „performance‟ dashboard gives marketers a quick pulse of the key dimensions that they choose to monitor, be it agency, brand or campaign performance.
Reusable Web Services Global enterprises host several websites which share web services. To drive efficiency and minimize the need to develop the same code over and over, Infosys BrandEdge provides a catalog of standardized Web Services, including: registration, profile creation/update, preferences, subscription, login, password, contact us, etc. This enables marketers to create digital property instantly by accessing the inventory and choosing the required services, bringing in speed and standardization. Infosys BrandEdge extends the catalog to include vertical Web Services ensuring that the consumer experience is unique to a particular industry.
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Increasing Consumer Engagement Effectiveness
Leading industry reports project that by 2015, digital marketing will influence as much as 80% of discretionary consumer spending. So a consumer-focused strategy that leverages opportunities in the digital space will directly increase engagement levels, leading to higher response and conversion rates. With its listen, understand and engage modules, Infosys BrandEdge helps drive greater consumer engagement effectiveness. It provides organizations with easier ways of listening to consumers, effectively understanding the segments, and engaging them across multiple digital channels.
LISTEn Companies are increasingly investing in solutions to track the voice of the consumer in the digital world. These „listeningâ€&#x; tools mine consumer response on digital campaigns, including social media. However, the data generated through such tools tends to reside in silos and often present only fragmented and incomplete views of the consumer. Compounding this challenge is the multi-platform activity of the digital consumer, who converses, shops and offers opinions across several digital channels. Tracking their interests throws up huge volumes of data that is hard to measure and integrate. The Listen module addresses this issue with a proprietary tag management technology. Marketers can insert Tags based on desired parameters during the Build phase. These can be used to listen to consumers across different channels. The data gathered is pushed into a single repository, giving marketers a 360-degree digital view of the consumer.
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UnDERSTAnD The Holy Grail of marketing is „Right messaging for the right audience at the right time‟. Traditionally, marketers were stuck with the „one message for all audiences‟ approach. With the advent of digital channels, they now have the potential to unleash creativity and tailor the message to match consumer maturity in the buying lifecycle. Consumer maturity can be broadly categorized based on a consumer‟s stage in the buying cycle: 1. Attention – Consumer is „aware‟ of the brand 2. Interest – Consumer shows „interest‟ in the campaign/brand 3. Desire – Consumer moves to a deeper level of „engagement‟ by blogging and asking questions 4. Action – Consumer shows „intent‟ and wants something based on the campaign from the organization or brand 5. Loyalty – Consumer demonstrates commitment by purchasing the product and continues to be involved with positive feedback about the brand, evolving into a marketing channel for the brand As these stages show, it is vital that marketers have the capability to customize messages for each stage to move the consumer to the next level. The Understand module has advanced audience analytics features that use the consumer data gathered in the Listen stage to provide actionable insights to marketers. This enables marketers to understand the consumer‟s stage in the buying lifecycle and tailor messages accordingly.
EnGAGE A key challenge that marketers face is to sustain the consistency of messaging across various channels. As consumers are dispersed across different channels, it is critical that they are not confused by varied messaging from the same brand. Such a situation can quickly snowball into a brand identity crisis. The Engage module enables marketers to communicate with consumers homogeneously through a catalog of pre-integrated marketing tools called the „Application Store‟. It facilitates targeted campaigns and effective consumer engagement based on insights generated by the Understand module. Engage also allows brand managers to execute campaigns straight from the platform through a convenient, single sign-on feature.
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Implementing Infosys BrandEdge Infosys BrandEdge, with its highly configurable framework that provides built-in tools and applications, can be implemented with ease and speed. The framework consists of Horizontal and Vertical Applications, a configurable insights dashboard, and specialized marketing services by experienced marketers.
Horizontal Applications (HApps) The Infosys BrandEdge platform includes tools that are uniformly applicable to all marketing departments across various industries. HApps includes two types of tools: a. MRM (Marketing Resource Management) tools such as Content Management, Digital Asset Management, Document Management, Records Management, CRM, etc. These tools manage marketing resources such as digital assets, websites, user profiles, etc. b. MOM (Marketing Operations Management) tools and processes such as those used in the „Plan-Execute-Measure‟ process of campaign management. This covers planning, budgeting, sourcing, building, execution, and impact measurement.
Vertical Applications (VApps) Vertical applications within Infosys BrandEdge offer specialized tools for different verticals. These tools address industry-specific marketing requirements that vary according to each industry‟s unique regulations, processes, and needs. For instance, in the pharmaceutical industry e-tailing became a trend for successful marketing, as did dealer-OEM integration in the automobile industry, and ecommerce in retail.
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BLUEDash Measuring Success of Digital Marketing Initiatives A fully configurable brand „performance‟ dashboard, BLUEDash, gives marketers a quick pulse of the key dimensions that they choose to monitor. They can see at a glance – agency performance, brand performance across markets and channels, active programs and their status, consumer reactions to campaigns, and their engagement level with the brand.
Specialized Marketing Services
The Cloud Advantage Designed as a cloud offering, Infosys BrandEdge is available on a variable pay-per-use subscription model. This enables enterprises to reduce capital expenditures and optimizes operations costs. It also equips your business with the latest advances in technology and marketing, providing you with the agility required to quickly launch your digital marketing initiatives.
Infosys BrandEdge offers specialized services to enhance marketing efforts. These services include – agency liaison, SEO program design and deployment, tag audit and management, website optimization, user experience consulting, and digital analytics and research. Going beyond the platform offering, these services help optimize marketing efforts and maximize ROI.
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Benefits
Efficiently Build Digital Properties Infosys BrandEdge reduces overall time to market for creating campaigns by up to 40%. It also addresses the distributed marketing needs of your enterprise by empowering local marketing teams to build targeted campaigns while adhering to overall corporate best practices.
Easily Listen to Consumers Infosys BrandEdge facilitates marketers to get a holistic view of their consumers across all digital touch points. The comprehensive tagging capabilities enable you to capture demographic and psychographic data, user interactions, and preferences across all digital channels.
Effectively Understand Segments Infosys BrandEdge provides advanced analytics and intelligence capabilities that provide you with unparalleled ability to enhance consumer segmentation and engagement – both within and across channels.
Consistently Engage Consumers across Channels Infosys BrandEdge offers a single gateway to access all digital channels. It helps you achieve the objective of reaching out to consumers with consistent messaging across channels.
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Strategic Partnership Fabric Worldwide LLC is a marketing technology company that helps organizations act on what matters, today. 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. This unified view of your consumer is at the heart of our Marketing Operating System (Fabric OS), a flexible system that enables consistent ways of using these up to the minute views of your consumers across the entire organization and accessing other tools, data and capabilities that utilize this same view. Fabric also provides a range of services to simplify the way large scale organizations execute digital marketing including our 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.
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Š 2012 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.