Friday, July 14, 2006
Provided by theWiseMarketer.com
The personal relevance marketing (PRM) firm Knotice has unveiled a software platform called Concentri that allows marketers to create and manage marketing campaigns from a central console, delivering consistent messaging to consumers via any combination of e-mail, web and mobile channels. According to Knotice, by tailoring messages for individuals based on their preferences, and using multiple channels, companies can create very strong brand relationships. Knotice realised that the key to such interactive marketing is relevance. Going beyond simple opt-in marketing, PRM uses consumers' self-entered preference data to nurture the same kind of relationship that face-to-face interaction might generate. For example, a supermarket might offer specials to encourage the purchase of products in other categories, but PRM ensures that vegetarians are never offered meat products. The Concentri platform manages such campaigns through a web browser, and full support for mobile marketing is currently in the beta testing stage, planned for release in Q4 2006.