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TRANSCRIPT
White paper
Multi-channel marketing Orchestrate message, channels and countries
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Multi-channel marketing
© SDL Tridion 2007
Summary
Online marketing
Online marketing needs to be coordinated and consistent with marketing communication and business
objectives. To compete in today’s marketplace, marketing professionals need a solution that allows
them to react to changing market conditions cost effectively: coordinated marketing communication at a
lower cost.
SDL Tridion provides unique opportunities to coordinate all communications through many different
channels, across Web sites and different countries. All SDL Tridion products benefit from integrated
content management capabilities. Because all content is stored and managed from a single content
repository, organizations can ensure consistent messaging and branding across multiple channels.
Further, SDL Tridion products enable marketers, technical staff, and corporate communicators to
collaborate using efficient processes.
Multi-channel marketing provides unique opportunities to tailor content for specific target audiences and
to measure the effectiveness of their marketing strategy. SDL Tridion provides organizations with the
ability to continually improve their messages in all channels by providing measurement tools that
indicate the effectiveness of their messages and approach.
Outline
This white paper is divided into two main sections. The first half explains how to deliver better results by
carefully describing what customers look for. The second section examines how to control marketing
budget and process at the same time.
Target audience
This document is intended for marketing professional who want to integrate their business processes
with a content management system to achieve coordinated and consistent messages for multiple target
audiences.
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Multi-channel marketing
© SDL Tridion 2007
Table of contents 1 Better marketing with lower costs
2 What customers want
2.1 Consistency .................................................................................................................................................. 8
2.2 Continuity ..................................................................................................................................................... 9
3 What marketing professionals need
3.1 Effectiveness .............................................................................................................................................. 12
3.2 Efficiency .................................................................................................................................................... 15
3.3 Control ........................................................................................................................................................ 17
4 About SDL Tridion
1 Better marketing with lower costs Internet marketing is no longer a “new media”. It is an expected form of communication with
high demands from organizations, marketers, and consumers. The variety of uses and
increasingly multimedia nature of the Internet means that marketing managers need to
carefully select the ways that they use the Internet to market their organization, products and
services.
Internet marketing shares tasks, priorities and messages with traditional marketing channels.
Where it varies is in its ability to reach widely diverse target audiences and in the ways these
messages can be conveyed.
The Internet offers the unique opportunity to track real-time interaction with customers and
prospects. The interactive nature of the Internet means that marketers have unprecedented
access to consumer information and can therefore tailor messages for multiple target
audiences. The challenge, as with all marketing, is to ensure that messages remain consistent.
Internet marketing and traditional marketing need to be integrated. Both forms of marketing
can benefit from the other and should therefore work towards the same objectives and
prioritize the same messages.
Multi-channel marketing refers to the ways in which organizations coordinate and use online,
e-mail, print, RSS feed and other communication mediums to fulfill marketing-communication
objectives such as brand management, customer and prospect interaction and lead
generation. One of the unique opportunities of Internet marketing is that it allows customers to
act on the information and messages they have received.
Online marketing is not always effective. While many consumers receive e-mails with special
offers and promotional material from retailers, very few marketing messages actually result in a
response. Independent research shows that many variables affect customer responses and
purchase behavior.
To compete in today’s marketplace, you need a solution that allows you to control these
variables and use them to your benefit and react to changing market conditions cost
effectively.
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2 What customers want Marketing has changed dramatically. More and more organizations have started to move
towards customer-centric, multi-channel marketing and away from product-centric marketing.
Multi-channel marketing focuses on customer communication and synchronizes your
marketing strategy across e-mail, print and online channels.
Recent research shows that approximately one third of e-mail recipients click through links
within the e-mail directly from the e-mail communication. Direct access to Web sites from e-
mail messages provide consumers with the opportunity to act directly on the content contained
in the e-mail or as a result of the content contained on the Web site. As a result, these
channels provide immediate, invisible links between marketing channels.
According to Forrester1 research, you can create effective multi-channel marketing by
providing your customers with choice, consistency and continuity in all channels (Figure 1).
Figure 1 Three principles of cross-channel marketing
Marketing professionals apply the following rules to create effective multi-channel marketing:
Give customers choice – Communicate through multiple channels and let customers
decide when and how they access information.
Present the information consistently – Ensure that messages are consistent in all
channels.
Provide continuity – Allow customers to move seamlessly from one channel to another.
1 Bob Chatham, Forrester TechStrategy Report “Simplifying Cross-Channel Design”, October 2003
Multi-channel marketing
© SDL Tridion 2007
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This section describes how marketing professionals can use SDL Tridion products to provide
their customers with choice, consistency, and continuity.
Choice
Marketing professionals can provide customers with choice by:
Communicating customer-centric information through multiple channels
Enabling customers to choose the information they receive
SDL Tridion R5™ makes it easy for you to create strategic marketing messages once, and
distribute these messages on Web pages, in e-mails, as printed collateral and through other
channels such as RSS and SMS. R5 offers subscription and profile management capabilities
that can be used to allow customers to choose the information they receive and the channel
that they want to use. Permission-based marketing ensures you interact with customers legally
and responsibly.
Online marketing channels
Web channel
R5 is a leading solution for global web content management (WCM). R5 provides marketing
professionals with tools to create marketing content for the Web efficiently.
You can easily assemble channel-independent XML content using Web templates to publish
content to your constellation of Web sites, providing consistent branding,
Web-specific search capabilities and navigation functionality.
In addition, R5 enables you to track and personalize content. You can track each article or
piece of content on a Web page individually. Tracking identifies each article request per
contact and logs these requests with a timestamp, so that you know who saw which content
when. You can use the tracking information to personalize the Web site for each visitor and to
produce Web pages that match the interests of the visitor “on the fly”.
E-mail channel
E-mail provides a cost-effective marketing tool. The cost of sending an e-mail is very low while
the benefits from well-planned e-mail marketing can be very high. Outbound E-mail™ provides
marketing professionals with control over the entire e-mail marketing process:
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Content creation
Permission-based, personalized delivery
Response tracking
Campaign analysis
Outbound E-mail uses e-mail templates that present content in a look-and-feel that is most
suitable for reading in an e-mail application. You can provide brief article summaries with “read
more” links to Web pages that contain the complete articles.
Outbound E-mail also provides e-mail tracking and personalization. The e-mail status shows
exactly how many messages have been delivered and how many of those have been read.
You can use personalization to include or exclude articles in the e-mail based on the profile of
the recipient. Presenting the e-mail recipient with relevant customer-centric content increases
the likelihood that the customer or prospect will act on the information that they have received.
You can also significantly increase the click-through rates by individualizing e-mails,
addressing the recipient by name.
Print channel
Print collateral is an important ingredient in the marketing mix.
InDesign Connector™ allows marketing professionals to
produce print collateral using the centralized marketing content
repository used for online communication.
Graphic designers can create professional print layouts using
Adobe InDesign® and include R5-managed content in the
layout within the InDesign interface. Designers can browse to
any text or image component and associate, position and
format these components within InDesign.
Other channels
Organizations can easily extend R5’s modular architecture for many more channels, including
SMS and RSS.
Multi-channel marketing
© SDL Tridion 2007
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Permission-based marketing
Outbound E-mail™ provides a built-in, out-of-the-box framework for permission-based
marketing, permission status, and confirmation messages (Figure 2).
Each contact in the contact database has a subscription status, which is set to subscribed,
opted-in, or unsubscribed. When a new contact is added or when a Web site visitor
subscribes, Outbound E-mail assigns the new contact the “subscribed” status.
act3.
The new contact automatically receives an opt-in message to confirm the subscription. Once
confirmed, the subscription status changes to opted-in. The contact can then receive e-mail
marketing material in compliance with EU directive 2002/58/EC2 and the American CAN-
SPAM
Figure 2: Permission-based marketing process
2 DIRECTIVE 2002/58/EC OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL of 12 July 2002:
http://europa.eu.int/eur-lex/pri/en/oj/dat/2002/l_201/l_20120020731en00370047.pdf
3 “Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003”. http://frwebgate.access.gpo.gov/cgi-
bin/getdoc.cgi?dbname=108_cong_bills&docid=f:s877eas.txt.pdf
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Contacts can easily opt-out of future e-mail communication by sending an opt-out message or
by cancelling their subscription on the Web site.
Personalization and individualization
Customers receive an ever-increasing number of e-mails. Spam is responsible for a
substantial part of this problem, since it makes it difficult for customers to distinguish between
legitimate and annoyance e-mails. Permission-based marketing initiatives ensure that
recipients receive legitimate marketing information. Even after e-mail marketing reaches the
inbox, it must still compete for customer attention. You can use personalization and
individualization to ensure that information is relevant and recognizable to your customers.
To personalize a message, you need to be able to manage customer profiles, including
personal information and areas of interest. In addition, you need to be able to categorize
marketing content by topic. Outbound E-mail combines contact profiles with content
categorization to create highly personalized effective marketing messages.
Individualization goes even further by allowing you to address contacts directly. The most
common example of individualization is addressing a contact by name, but individualization
can do much more. For example, you can place a personal note in the subject line of an
e-mail or sign the message with the name of the contact’s account manager.
Subscription and profile management
Audience Manager™ enables contacts to manage their own profiles. Marketing professionals
find that customers are not only willing to spend time updating personal information for trusted
companies, they also feel reassured if they can control and select the information they receive.
Audience Manager makes it easy for customers to manage their own profiles. Customers can
access their profiles on Web sites or by following a link included in every e-mail. You can
provide customers with extensive options to add personal details, to subscribe or unsubscribe,
and to select specific newsletter topics.
Multi-channel marketing
© SDL Tridion 2007
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You can even allow subscribers to determine how often they want to receive e-mails. The
frequency with which individuals receive e-mails influences whether a recipient opens the
e-mail or considers it to be spam.
Profile Management at SenterNovem
SenterNovem is a governmental organization that provides information about high-tech subsidies. High-
tech industries turn to SenterNovem to learn if they are eligible for state subsidies and to find
out how to obtain them.
The objective of SenterNovem is to make it easy for companies to receive information by providing them
with a choice of communication channels. On the SenterNovem Web site, companies can use extended
search features and browse through topics such as Energy or Life Sciences.
Companies with a long-term interest in subsidies can also sign up for
targeted newsletters. SenterNovem subsidy experts send regular
newsletters on specific topics.
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Consistency
Consistent design, branding and messages are important for all channels. Consistency
reinforces your brand, promotes customer recognition, and provides reliable navigation. These
measures ensure that your customers can trust and recognize your communication.
Your organization can use R5 to create a consistent, yet persuasive online experience for
multiple target audiences, in multiple languages, across multiple web sites and channels.
Brand consistency
Consistent branding is a challenge when creating a multitude of messages across many
channels. Consistent branding reassures customers to trust in the source of communication.
SDL Tridion designed R5 to ensure brand consistency. All content is managed from a single
repository, including content, design and distributed content (e-mail, web and print).
BluePrinting™ technology ensures that content and layout is consistent across multiple
channels. BluePrinting allows you to create content or layout centrally, share, and adapt these
items for each channel. Different channels can then use centrally defined branding throughout
all Web sites, print and e-mail marketing collateral.
Multilingual marketing communication
Multilingual marketing communication provides another example the challenge of ensuring
consistent branding in all channels. Marketing professionals need to address customers in
their preferred languages and therefore need to produce marketing material in multiple
languages.
SDL Tridion’s BluePrinting™ technology ensures both consistent branding and allows you to
create local versions of Web sites, e-mail newsletters, and printed marketing collateral
efficiently. R5 uses BluePrinting to centralize layout across multiple language-specific
publications. BluePrinting can make translation processes more efficient by allowing your
organization to provide localized versions of content within reusable, localizable templates.
Consistent personalization
Personalization also needs to be consistent across channels. R5 personalization uses a single
contact profile across all channels. Since content and content metadata are also used in all
Multi-channel marketing
© SDL Tridion 2007
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channels, you can provide your customers with consistent personalized content no matter
which channel they use to access information.
Crystal-clear communication at Interpolis
Interpolis is one of Holland’s major insurance and retirement plan providers. Interpolis communication
needs to live up to the organization’s core value: crystal-clear communication.
Interpolis uses e-mail and Web sites as its primary means of communication with its customers, agents
and employees. Each business unit within Interpolis is responsible for its own internal and external
communication. This decentralized approach means that Interpolis needs to ensure the accuracy and
consistency of all correspondence.
R5 enables Interpolis to achieve consistency in
branding, content and style by driving all communications
from a central location. As a result, Interpolis prevents the
release of conflicting and possibly damaging information.
2.1 Continuity Research shows that marketing communication is most effective when customers can move
from one channel to another seamlessly. This continuity can significantly increase the chance
of purchase, for example, the ability to “click through” from an e-mail to a Web page to
purchase a product and to use an online coupon for offline purchase in a store. The time
between a Web site visit and a follow-up e-mail also has a considerable impact on consumer
behavior.
SDL Tridion provides tightly integrated products, enabling a seamless handover between
different channels and tracking across each marketing channel.
Channel handover
Channel handover provides communication continuity by allowing customers to easily access
information from another medium. SDL Tridion makes channel handover easy because a
single system delivers all channels. Some examples include:
Generating a “read more” link from an e-mail to a Web site
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Preventing broken links by generating the link target automatically
Adding tracking code into a link at request time
Linking form e-mails to web-based profiles
Publishing PDF documents to the Web site
Channel independent tracking
Communication Statistics™ tracks each piece of content across each channel. Whenever a
contact accesses a piece of content, the tracking module identifies and logs the content
accessed, the contact that accessed it, the communication channel used and the date and
time. This information identifies popular content and the target groups that respond to specific
channels. This information is available from a single system and enables marketing
professionals to provide the right marketing mix.
E-mail notification at the Ministry of Justice
The Dutch Ministry of Justice uses an e-mail notification service. This service provides a great example
of continuity between Web and e-mail channels. The Ministry of Justice creates articles about many
topics. Each article is initially written for publication on the Web site. The articles are assigned to one or
more topics and then published in the appropriate topic-specific section of the Web site.
Topic experts, journalists and other parties who are interested in a certain topic can sign up to be
notified by the Ministry whenever new content is published. Those interested can provide their e-mail
address and select the topics for which they want updates.
The notification service is fully automated. Newly
published articles trigger the generation of an
e-mail, which contains teaser text for the article.
This e-mail is sent to those contacts who have
indicated an interest in the topic of the article.
The e-mail also contains “read more” links that lead
to the full article on the Web site.
Multi-channel marketing
© SDL Tridion 2007
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3 What marketing professionals need The first half of this paper demonstrates the many benefits of multi-channel marketing for
consumers and shows how R5 makes those benefits a reality. Marketers have additional
requirements. Marketing communication needs to be effective, efficient and cost-effective.
Accenture4 explains how marking communication efficiencies enable organizations
successfully to manage a marketing value creation framework (Figure 3).
Figure 3. Marketing Value Creation Framework
The R5 marketing communication process enables marketing managers to achieve a better
ROI on marketing investments. Better marketing execution improves communication within
each production cycle:
Content is created once and reused across channels.
Personalized versions of the content are assembled based on user profiles.
Messages can be tailored for multiple target audiences
Consumer responses can be tracked and measured
4 Naveen Jain and Marianne Seiler, Accenture, “The Case for Marketing Resource Management”
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The resulting statistics are used to improve both the content and user profiles.
As a result, each cycle leads to better deliverables and more targeted messages at lower
costs.
Figure 4 The Marketing Loop
This section describes the needs of today’s marketing professionals and shows how R5
satisfies those needs. This section addresses three items on the marketing wish list:
Effectiveness
Efficiency
Control
3.1 Effectiveness Today, many consumers use the Web as a tool to
gather information about products they want to
purchase. As a result, the online channel has
become an important tool to generate leads and
contact information.
Multi-channel marketing
© SDL Tridion 2007
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Web site visitors no not mind giving contact details to an organization as long as they benefit
directly. Newsletter subscription and information downloads are sufficiently beneficial for many
visitors so providing this kind of information can be a great way to generate leads and identify
qualified contacts. In addition, subscription behavior provides valuable segmentation
information.
Build a contact database today
Audience Manager™ contains all the tools organization need to gather contact information.
The contact management module makes it easy to create and maintain contact records.
Records contain standard, out-of-the-box contact fields and organizations can extend these
records by adding with custom fields.
Audience Manager integrates with Outbound E-mail subscription management. Subscription
management provides an opt-in process that meets legal requirements. In addition, bounce
management capabilities allow the marketing department to build up a contact database
quickly and keep contact data accurate and up-to-date.
Contact records also contain profile information. Profile information uses keywords to manage
any additional information that the marketing department wants to identify, for example, areas
of interest for each contact. Each contact record integrates with the tracking module to provide
a history of interaction.
Segmentation
Audience Manager also provides
segmentation functionality. Marketing
managers can use keywords to place
contacts into distribution lists and target
groups. Combining a segment of Web site
visitors in a distribution list can be as easy
as selecting one or more keywords.
Bounce management
Bounce management is essential to maintaining a clean and accurate contact database.
Audience Manager has a bounce processor directly built into the contact management module.
E-mails that cannot be delivered successfully are returned by the mail server.
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The Audience Manager bounce processor receives and filters returned mails:
The bounce processor determines if the returned mail actually describes a delivery
problem.
If so, the bounce processor identifies if the delivery problem is temporary – for example,
an out-of-office reply or a full mailbox – or permanent – for example, a nonexistent e-mail
address.
Based on this analysis, the contact record will be adapted. The record will be set to “soft
bounce” in case of temporary delivery problems and “hard bounce” otherwise.
You can configure the mailing process to check for this bounce status, so that, for example, no
e-mails are sent to “hard bounce” contacts.
Import/export or synchronize
Audience Manager can be used with a dedicated system for contact management, such as a
CRM system or a custom contact database. To do so, contact data of the dedicated contact
management system needs to be synchronized with that of Audience Manager.
Keeping contacts synchronized is usually a two-way process:
Organizations can import contact details and profiles into Audience Manager when
creating a new campaign.
Campaign tracking results, new subscriptions, profile changes and updated bounce
information can be exported from Audience Manager to the CRM system or custom
contact database.
Subscribers at the Dutch Ministry of Justice
The Dutch Ministry of Justice maintains contact data for its e-mail notification service. This service is
extremely efficient: the Audience Manager is used for all contact management. No CRM or external
databases are used. The Ministry also allows contacts to manage their own profiles, contact details,
e-mail addresses and optic subscriptions. Audience Manager provides a lightweight, fully Web-based
contact management system, which is also open to self-maintenance by subscribers.
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© SDL Tridion 2007
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3.2 Efficiency Marketing managers need efficient marketing operations that reduce costs and minimize
errors. SDL Tridion’s multi-channel architecture helps the marketing professionals to reduce
costs, while ensuring that customers have choice, consistency and continuity.
Manage Campaigns and Content
E-mail Delivery
Web Delivery
Print Delivery
Measure Success
Synch contacts+tracking
Publish
Manage Profile
Track Behaviour
Print Production
Bouncechecking
Mail message
Deliver Print
Send e-mail
Tridion
txt
txt
Figure 5 Content-centric architecture for multi-channel marketing
Efficiency through reuse
Ad-hoc copy-paste processes are still the most common approach to reuse, but this approach
is both time consuming and prone to error. When marketing managers make last minute
changes to one version of the content, they may not have the time to update all the other
versions.
BluePrinting provides tremendous efficiency through reuse. BluePrinting enables organizations
to create content once and reuse it many times across multiple channels. During system
implementation, a BluePrinting structure that models the expected reuse scenario is created.
Content is then available for reuse in Web sites, e-mail and printed collateral. BluePrinting also
provides a structure for content that needs to be localized or translated.
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Efficiency of a common interface throughout marketing
Using R5, marketing departments use a single user
interface to create and deliver content across all
channels. The user interface provides access to all
communication channels and content. Marketing
managers and other content authors work with the same
interface to create Web, e-mail and print content.
The same concepts and processes can be applied when publishing a Web page or sending a
mailing. Authors and editors can apply layout and branding by selecting predefined templates.
Efficiency of a single system and single repository
R5 provides a standards-compliant enterprise-level content architecture, which can easily
integrate with a wide range of operating systems, database systems, application servers, Web
servers, e-mail and print technologies.
IT departments only need to install, configure and maintain a single system to provide
technical support for all marketing channels. R5 is scalable to ensure the best possible
performance regardless of the number of its users or the volume of e-mail messages and Web
pages.
All forms of content, including text, graphics, templates and code, are stored within a single
repository, providing managed access to content for all contributors from marketers to
programmers.
Multi-channel marketing
© SDL Tridion 2007
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Adding newsletters to the Renault F1 web site
Renault Formula 1 has a very popular Web site that keeps racing fans up to date on the latest
developments at the Renault Formula 1 team. On the R5-powered Web site, Renault fans can sign up for
newsletters. Renault uses the newsletters frequently throughout the race weekends to keep fans up to
date on the results of the practice, time trials, and actual race. Initially, Renault F1 sent the newsletters
using a separate e-mail system, requiring the administration of
two software systems and maintenance of a custom integration
between the two.
Renault Formula 1 therefore decided to add Outbound E-mail
functionality to its Web site. This decision greatly reduced
the operational costs of providing up-to-date information to its
fans on the Web and through e-mail.
3.3 Control To make the most of tight marketing budgets, today’s marketing managers need to control
marketing communication processes and demonstrate marketing efficiency to their CEO.
Empower the marketing manager
Using R5, marketing professionals can control all aspects of marketing communication: create,
review and approve content; quickly assemble Web, e-mail and print deliverables; and test and
distribute the content.
R5 provides instantaneous feedback for the
communication process. For example, consider
the process of sending a mailing. After careful
preparation and testing, the mail is sent out to
possibly thousands of contacts. Outbound E-mail
provides instant feedback so that the marketing
manager can immediately start analyzing the
results of the campaign.
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Measuring marketing results
Today’s marketplace sees a shift away from finding the most creative message to promote a
product (qualitative marketing) and toward an analytical framework that allows marketing
managers to measure marketing efficiency (quantitative marketing). Marketing executives
need tools that provide instant insight into how marketing campaigns are performing and how
efficient a marketing channel is with respect to a certain message or target group.
R5 gives the marketing department better insight into campaign effectiveness by closing the
marketing loop of plan, execute, and analyze. While planning a campaign, marketers create
content using the same tool they used for executing the campaign.
They execute the campaign instantaneously by clicking on a
“publish” or “send” button. All communications are
automatically tracked.
The marketer can immediately check the campaign’s success.
With the campaign analysis again presented in the same
interface, planning for the next campaign can start
immediately.
Multi-channel statistics
tatistics for an n the
ail newsletter or in
printed collateral.
n
r content items,
target groups and time frames.
process.
arketing manager with a
cause-and-effect analysis of marketing communication efforts.
Communication Statistics™ provides content-centric, multi-channel statistics. Marketers can
access the statistics easily by viewing s
Web site, in an e-m
y folder that contains content used o
Marketers can easily evaluate multi-channel
scenarios during statistics analysis. Communicatio
Statistics provides information fo
Tracking statistics also contain information about the content creation and publishing
Content events, such as the creation of a new version of content or the sending of a
newsletter, are shown directly in the charts. This provides the m
Multi-channel marketing
© SDL Tridion 2007
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Intuitive, usable statistics
Communication Statistics enable marketing professionals to see the statistical results of a
campaign and use this information to improve their communication. As a result, they can
position popular content more prominently on the Web site or include only the most popular
articles in a newsletter. Traditional Web statistics tools usually produce reports that are usable
for Web masters, but not for the average marking professional.
Marketers can view communication statistics directly in a published Web site or in a newsletter.
The statistics are gathered for individual pieces of content rather than to whole Web pages.
This makes it easier for marketers to understand the impact of their communication
Figure 6: Communication Statistics
Statistics are intuitive because they are shown within the context of the published Web site.
Every marketer is intimately familiar with the Web site he or she is responsible for. Statistics
shown directly in the context of that Web site speak for themselves in showing campaign
success. The statistics are usable because they are fully integrated into the marketing
communication process. The statistics allow for the continuous, real-time improvement of
campaigns.
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Case study: product managers in control at Interpolis
Interpolis listened very closely to its customers when deploying R5. True to its slogan, “Interpolis.
Crystal-clear”, Interpolis wanted to provide its customers with consistent online and offline
communication. R5 ensures consistency by providing central control for communication across all
channels.
At the same time, Interpolis improved efficiency considerably by streamlining its communication
process. Before Outbound E-mail was introduced, Interpolis used external agencies to send email
newsletters. Product managers would prepare content and send it to the agency by e-mail.
The agency then needed to recreate the content in their
newsletter system and submit the content back to the
product manager for approval. This usually resulted in
a lengthy exchange of e-mails back and forth.
Using Outbound E-mail, the product managers
are now in full control. They create both the content
and the newsletter itself directly in R5. Now, they can
send the newsletter with one click of a button as
soon as the content is ready.
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4 About SDL Tridion SDL Tridion is a global leader in Web Content Management (WCM) solutions. In addition to
content creation, management, translation, delivery and archiving solutions, SDL Tridion
provides brand management, targeted communication, multi-channel delivery and visitor
interaction capabilities.
SDL Tridion enables organizations to provide a persuasive customer experience through all of
their front office activities. Corporate communication, marketing and customer service can
ensure that their communication connects with their key target audiences.
Unlike other WCM products, SDL Tridion’s enterprise class WCM solution and unique
BluePrinting technology enables organizations to deliver a consistent, interactive, and highly
targeted customer experience in multiple languages and across multiple Web sites and
channels.
More than 500 organizations rely on SDL Tridion solutions, including well-known global brands
such as ABN AMRO, BBVA, breastcancer.org, Canon, Emirates, KLM, Lexus, Renault, Ricoh,
Sanofi-Aventis, Scania, Toyota, Unilever and Yamaha. SDL Tridion has offices and partners
throughout North America, Europe and Asia. For more information about SDL Tridion, please
visit www.sdltridion.com
SDL Tridion is a division of SDL, the leader in global information management (GIM) solutions.
For more information about SDL, please visit www.sdl.com
Contact information
E-mail: [email protected]
Web site: www.sdltridion.com
Copyright © 2007 by SDL Tridion.
SDL Tridion®, SDL Tridion R5™, BluePrinting™, SiteEdit™ and WebForms™ are trademarks of SDL Tridion or its affiliates. All other company or product names used herein may be trademarks of its respective owners.