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BizReport : Mobile Marketing : February 25, 2013

Platforms simplify ad, content options

As consumers become more comfortable in the online space, they're finding different ways of engaging with brands. There are social networks, content sites and because many are now paying bills online, there are even billing statements.

by Kristina Knight

A new release from OpenText, StreamServe 5.6, offers stronger integration so that brands can offer more relevant and engaging content on these kinds of branded documents.

Through the new offering, OpenText users can create and distribute more relevant enterprise documents to their customer bases, both B2B and B2C. These documents are more personalized and created to work across platforms, formats and channels.

"OpenText StreamServe allows organizations to make their billing statements and other forms of customer communications more engaging and relevant, thereby enriching the overall customer experience and strengthening the relationship between the organization and the customer," said Muhi Majzoub, senior vice president, engineering, OpenText. "The latest version of OpenText StreamServe takes things a step further by seamlessly integrating with many of the core components of OpenText EIM. This gives marketing users the ability to easily configure campaigns and messaging that they execute on an ad hoc basis within StreamServe or in Microsoft Word, while still keeping to the conformity of their corporate guidelines and approval processes. This streamlined approach to CCM leverages current assets, messaging and branding from other EIM solutions to further personalize customer statements."

Meanwhile, two funding announcements underline the importance of cross-channel/cross-screen integrations.

First, Drawbridge has announced a $14 million funding round which will increase the platform's ability to deploy ads across desktop and mobile screens. Drawbridge manages and matches desktop and mobile users to offer more in-depth audience segmentation and retargeting options.

And, from Euclid, an $18 million funding announcement which will be used to extend their mobile targeting options. Euclid detects mobile devices and then helps retail and restaurant clients better target the consumers using those devices using existing WiFi infrastructure.

"Euclid is the new standard for measuring retail performance," said Bruce Dunlevie, Benchmark general partner and new Euclid board member. "Physical retailers finally have an easy-to-implement, scalable solution for determining the effectiveness of their marketing and operations."

Tags: Drawbridge, Euclid, mobile ads, mobile analytics, mobile marketing, mobile platform, mobile trends, OpenText

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