infosys brandedge-a standardized framework for simplifying digital marketing

In partnership with

Digital Marketing. Simplified. www.infosys.com/brandedge

http://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.

2 | Infosys BrandEdge

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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 fast-

paced digital marketplace.

The platform encompasses the end-

to-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

ENGAGE

UNDERSTAND

LISTEN

BUILD

B L U E

BUILD Create your assets efficiently

LISTEN Capture the consumers activities

UNDERSTAND Develop deep consumers‟ activities

ENGAGE Use insights to activate targeted campaigns

Infosys BrandEdge | 3

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.


http://www.infosys.com/industries/life-sciences/industry-offerings/pages/digital-marketing-services.aspx

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.


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 „listening‟ 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.


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.


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.


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

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.

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.


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.


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.


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 [email protected] www.infosys.com

© 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.

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