India’s leading tech services company Infosys and communications services group WPP have unveiled Infosys BrandEdge in partnership with Fabric, a WPP company.
This cloud-based offering aims to simplify digital marketing by bringing together integrated marketing and technology expertise on a single unified platform. It covers the full spectrum of digital marketing activities including creation and management of digital properties, data management, coordination with multiple partners, and campaign execution.
Announced Monday, April 23, the platform was launched by S D Shibulal (pictured above), CEO, Infosys and Sir Martin Sorrell, CEO, WPP at the newly inaugurated Infosys Experience Center in London.
The companies believe that 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.
Powered by an underlying BLUE framework, the BrandEdge platform comprises four modules that enable marketers to efficiently BUILD digital assets, effectively LISTEN to and UNDERSTAND target segments and 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. This will enable marketers to convert their capital expenditure into variable operational expenditure, says Infosys.