Infosys, the global consulting, outsourcing & technology leader, and WPP, the world's largest communications services group, today unveiled Infosys
BrandEdge™ in partnership with Fabric, a WPP company. This first-of-its-kind comprehensive cloud-based offering simplifies digital marketing by bringing 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.
The platform was launched by
S D Shibulal, Chief Executive Officer and Managing Director, Infosys and Sir Martin Sorrell, Chief Executive Officer, WPP at the newly inaugurated Infosys Experience Center in London.
Digital marketing has become extremely complex and fragmented given the nature of campaigns that are executed today. High quality of consumer analytics is critical for faster decision making and seamless campaign execution - across multiple geographies and languages, working with multiple agencies and targeting consumers across channels. Infosys
BrandEdge™, in partnership with Fabric, a WPP company, is designed to provide a single, flexible solution for large-scale organizations to simplify this complexity.
Powered by an underlying
BLUE framework, the platform comprises four modules that 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.
BUILD: Helps marketers create, manage, and reuse digital properties efficiently. 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 and bespoke 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.
S. D. Shibulal, Chief Executive Officer and Managing Director, Infosys said: "As organizations work towards building tomorrow's enterprise, they must deliver personalized products and services to an informed and discerning digital generation. 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."
Sir 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."