ExactTarget Adds New Cross-Channel Applications To Interactive Marketing Product Suite

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by || 09/19/2011

ExactTarget, provider of email and interactive marketing solutions, recently announced the expansion of its product suite, designed to provide marketers with new cloud-based solutions to plan, create, automate and measure interactive marketing campaigns in real time.

Built on the ExactTarget Interactive Marketing Hub, the new solutions extend the capabilities of the company’s cross-channel marketing platform with drag and drop automation across email, mobile, Facebook and Twitter and a framework for third-party application development.

“We are in a new era of marketing — one of an incredibly empowered cross-channel consumer who is interacting with brands via email, Twitter, Facebook, mobile and the Web, all from the phone they carry in their purse or pocket,” said Scott Dorsey, Co-Founder and CEO, ExactTarget. “Marketers must move quickly and embrace the real-time reality of this new era or risk finding themselves and their brands irrelevant.”

Launched September 16 during ExactTarget’s annual user conference, Connections, new product highlights include:

  • Audience Builder- designed to enable marketers to consolidate, analyze and take action on customer data in real time through a drag-and-drop interface and create targeted audiences for campaigns across email, mobile, social media and the web.
  • Automation Studio- adds drag and drop automation to plan and power messages across email, mobile, social or web campaigns based on consumer behavior, time or custom attributes.
  • Campaign Management- designed to expands central campaign planning and calendaring capabilities to coordinate channels using an integrated storyboard that links campaigns on email, mobile, Twitter, Facebook, web and offline channels.
  • HubExchange- opens ExactTarget’s interactive marketing platform for select third-party application development and innovation, including Marketo’s lead management application and Klout’s social influence data application.

Other enhancements include functionality for integrated report, mobile campaign execution, report building and social page creation.

“Marketers must embrace the three new tenants of marketing, create a common view of the consumer across all channels, interact in real time and embrace the reality of cross-channel marketing,” noted Scott McCorkle, COO, Exact Target. “With [these] product launches, we are defining a new era in marketing and leading the industry by providing the most powerful, flexible solution to help organizations market to the power of one.”