Global marketing analytics company,
Alterian, opens office in Singapore
Announces strategic
partnership with RAPP Singapore
Singapore – 21 December 2009 – One of the world's leading
international integrated marketing platform providers, Alterian,
has strengthened its commitment to the Asia Pacific region today by
announcing the opening of a full-service operation in
Singapore.
With offices throughout the world, including Sydney, Australia
and Bangalore and Mumbai in India, Alterian will begin hiring local
staff to work alongside partners including newly-signed RAPP
Singapore. This new partnership builds on an existing relationship
between Alterian and RAPP in the United Kingdom, Germany and
Australia.
"We are delighted to be expanding into Singapore and
consolidating our relationship with RAPP in this region," Chief
Executive Officer, David Eldridge, said.
"Singapore is a very important market for us. We believe the
Asia Pacific region is a dynamic marketplace for the continued of
growth of our business and Singapore is the key location to give
Alterian a base from which to operate.
"Alterian is committed to providing the technologies for
companies to increase the performance of their bottom line.
"The recession has hit hard - not just in America but throughout
the Asia Pacific region – and it has been the catalyst for
highlighting the importance of online monitoring and analytics for
marketers," he said.
RAPP Singapore CEO, Valli Lakshmanan, said his organisation
would initially be partnering with Alterian to utilise its recently
announced web behaviour analytics software, Web Journey, together
with other elements of the Alterian platform including analytics,
email and campaign management to optimise the online sales of a
local retail operation.
"RAPP's strength has always been in providing smart, simple and
empirical solutions to client challenges. Now with Alterian, we
hope to take the data driven solutions to a whole new level" said
Mr Lakshmanan.
"I am glad to extend Alterian's partnership with RAPP in
Singapore. I am very certain that our clients will benefit
immensely with this association. Alterian comes with a big
reputation and I hope it's an association where they get access to
some wonderful clients in Asia."
Alterian looks to 2010
What are the Global Trends for the next 12 months?
Alterian (LSE: ALN), a leading international integrated
marketing platform provider, has released its 2010 forecast into
the changing marketing trends for the year and beyond.
1. Social media will move towards ubiquity:
IDC survey data shows more than 50% of worldwide workers are
leveraging the free, public social media sites like LinkedIn,
Twitter and Facebook for business today. Rather than being hype it
will simply become normal and part of the everyday mix that works
alongside email as a principle form of communication online.
2. Companies will have a social media
policy:
As social media continues to integrate into the marketing and
business mix, formal rules of engagement will become more
widespread. Many companies are likely to come up against conflict
when they try to extend their social media efforts across the
board. There will be a need for a significant culture shift in
order to overcome these barriers. As social media continues to
raise its profile amongst corporate divisions, more companies will
invest in Social Media specialists to guide their efforts both
internally and externally.
3. Doing more with less:
This has been the mantra for all businesses throughout 2009 but
will continue through the adoption of analytics and marketing
software. Marketing departments are under increasing pressure to
improve effectiveness and efficiencies with marketing campaigns,
and also to achieve more, all with decreased budgets. 2009 was
about how to make your business machine run harder and faster in a
bid to stay competitive in a downturn, where consumer spending is
in decline or being replaced by reason to buy at all. This
will now convert into the need to not only prove the value of your
products to consumers but also the value of your marketing
strategies as a whole.
4. Data analysts will become hot property for marketing
departments:
Introducing analytics, or better analytics means empowering
marketing with intelligence about their customers and prospects, so
they can more rapidly, and more accurately, identify the hidden
value in their customer and prospect databases. Analyzing the
operational efficiency of every marketing department and taking
action as required also means a marketing dividend can be realised.
This can either be used to increase marketing spend or to maintain
marketing spend if budgets are reduced; in essence, doing more with
less.
5. Measurability of marketers/measuring
ROI:
At a time of economic uncertainty, more companies look to
uncover cost savings or serve customers more effectively through
leveraging social technology. However, the increased pressure from
the boardroom to justify marketing spend, or time investment, means
that marketing departments have to show value by measuring ROI.
6. Getting access to customer data:
This has become more possible with the introduction of social
media platforms, but gaining access to the right data, the right
channels and the key sentiments about your brand requires effective
online monitoring software. Social Media offers the perfect
opportunity to revolutionise CRM tools and build true customer
engagement programmes tailored for each individual consumer, thus
helping to deliver ROI.
7. The necessary technology for effective
marketing:
Companies without the right monitoring, reporting, analytics and
execution software are companies without a future. With the
increasing importance of the internet for businesses, online
marketing and monitoring allow effective one-on-one engagement that
shape successful and focused marketing campaigns.
8. Integration of platforms and processes will be
critical:
There is a proliferation of things to monitor, measure and
manage, making it very difficult and time consuming for marketers
to pull together the overall picture for integrated campaigns.
There will therefore be a move towards single integrated software
platforms so that campaign planning and management are integrated
with web and email.
9. Recalibrate marketing for engagement:
Brands focus on content but with publishers desperate to protect
revenues by charging for content, brands will increasingly look to
develop content strategies that bring value to their
customers. Social Media Monitoring will be the key weapon for
brands building these strategies.
10. Consumer empowerment:
Brand value will be influenced more and more by the consumer,
making it more important than ever for a brand to have measures of
authenticity that will aid in brand differentiation and consumer
engagement – you can no longer rely on your brand name as you once
did. Organisations are being increasingly judged by their actions
and willingness to involve customers, visibly.
About Alterian
Alterian (LSE: ALN) empowers organizations to create relevant,
effective and engaging experiences with their audience that help
build value and reinforce commitment to their brand, through the
use of the Alterian
Integrated Marketing Platform. Alterian drives the
transformation of marketing and communications, making it practical
and cost-effective for companies to orchestrate multichannel
engagement with the individual.
Alterian's unprecedented integration of analytics, content and
execution through industry leading tools, such as the Dynamic
Messenger email platform, SM2 Social Media Monitoring platform and
the award winning Content Management solutions, enables companies
to build integrated communication strategies which create a true
picture of the individual.
Alterian works with marketing services partners, system
integrators and agencies who recognize the need to plan and deliver
coordinated customer engagement services in partnership with their
clients. For more information about Alterian, products within the
Alterian Integrated Marketing Platform or Alterian's Partner
Network, visit www.alterian.com or the Alterian
blog at www.engagingtimes.com.
For more information, contact:
Louise Di Francesco
Verve Communications
+61 418 617 869