afaqs!

Infosys launches digital marketing platform, BrandEdge

By Nisha Menon , afaqs!, Mumbai | In Digital | May 08, 2012
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The platform has been launched in association with WPP and will be available in a subscription-based, pay-per-use model.

Global consulting, outsourcing and technology firm Infosys and WPP have launched a cloud-based digital marketing platform, Infosys BrandEdge, in partnership with Fabric, a WPP company. This first-of-its-kind cloud-based offering aims to simplify digital marketing by bringing together integrated marketing and technology expertise on a single unified platform.

With the digital marketing ecosystem becoming complex and fragmented given the nature of campaigns that are executed today, BrandEdge will attempt to provide a single, flexible solution for large-scale organisations to simplify this complexity across multiple geographies and languages, working with multiple agencies and targeting consumers across channels.

Ajay Anand

Commenting on the launch, Ajay Anand, global head, digital marketing practice, Infosys, says, "The objective for launching BrandEdge was that we wanted to simplify the digital marketing ecosystem. We understand that digital marketing offers an excellent opportunity for marketers to convert one-way conversations to two-way conversations and trigger engagement."

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.

Offered in the cloud, the platform is available in a subscription-based, pay-per-use model and will enable marketers to convert their capital expenditure into variable operational expenditure, while embracing the latest advances in technology and marketing.

Commenting on how the newly launched platform is different from other existent digital marketing platforms, Anand adds, "There are various digital marketing solutions available. But BrandEdge is different as its in-built integration framework allows a company to seamlessly incorporate the platform into its existent one."

He sums up, "BrandEdge is a 360-degree business solution that tackles digital marketing at two levels - enterprise level by giving out the most efficient business solution to ensure that the brand benefits; and consumer level by reaching out to the most relevant audience by accelerating engagement."

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