October 18th, 2007

Making Marketing Sense From Convergence (White Paper)

By Guy Talmi - Senior Marketing Director

‘Making Marketing Sense From Convergence’ is a White Paper by Emma Mohr-McClune of Current Analysis, demonstrating how marketing delivery platforms enable operators to deliver converged offers before they actually converge their networks. This gives marketers the ability to implement contextual and personalised marketing to micro-segments in a converging services landscape.

Marketing delivery platforms are online toolboxes which allow marketing executives to plan, execute and manage user-specific, cross-platform promotions and campaigns in a contextual, personalized and time-sensitive manner.This emerging marketing technology has the potential to bridge many of the hurdles integrating and converging service providers face today in reaching across currently distinct service platforms and customer sets. If the future of service bundles is user-intelligent cross-selling, marketing delivery platforms could play a valuable role in allowing integrating service providers to leap-frog the current period of convergence confusion and disruption for a seamless, and more sophisticated approach to customer lifecycle management.

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