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September 18, 2011

Real-time demand is changing online marketing, says ExactTarget

Adobe, Facebook, Foursquare predict 'Empowered Customers' are future of marketing at ExactTarget's Connections conference

By CBR Staff Writer

Brands’ evolving to meet the real-time demands of hyper-connected consumers will define the future of marketing, according to executives from the world’s largest technology companies, said e-mail marketer ExactTarget.

Speaking at the ExactTarget’s Connections conference, executives from Yahoo, Facebook, Adobe, Twitter, Klout and Foursquare highlighted the importance of the ongoing transformation of marketing and the new real-time imperative for business.

Adobe Omniture Business Unit senior vice-president and general manager Brad Rencher said, social media has completely changed what marketers do and how they do it.

Rencher said, "Interactive marketing is delivering on the dream that Madison Avenue has had for years – delivering messages with speed, context and relevance in real time to drive results."

ExactTarget also unveiled its expanded suite of interactive marketing products including: Audience Builder, Automation Studio, Campaign Management, HubExchange, Integrated Reporting, MobileConnect, Report Builder, SocialPages, and Protected By ExactTarget.

The company sai dthat while Automation Studio adds drag and drop automation to plan and power messages across email, mobile, social or Web campaigns, Campaign Management expands central campaign planning and calendaring capabilities to coordinate channels using a single integrated storyboard that dynamically links campaigns on email, mobile, Twitter, Facebook, Web and offline channels.

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It added that MobileConnect expands ExactTarget’s mobile application with messaging templates, automation, cross-channel execution, campaign management and real-time analytics.

At the conference, the company launched its Latin America Division in Sao Paulo, Brazil following the acquisition of email marketing provider Frontier Digital. The company also announced the ExactTarget Foundation, a charitable foundation chartered to combat childhood hunger, advance education and accelerate entrepreneurship worldwide.

ExactTarget cofounder and chief executive officer Scott Dorsey said, "We challenged marketers this week to harness the power of technology to evolve their brand, improve their interactions with consumers and make a positive difference in the world."

Dorsey added, "The news and innovations unveiled this week provide cutting-edge solutions to empower organizations to market to the power of one by creating a common view of each consumer and connecting with each in real time with relevant content across all channels."

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