SOURCE: Responsys, Inc.

Responsys, Inc.

May 22, 2013 12:31 ET

Responsys Introduces the Interact Marketing Cloud

New Platform Innovation Redefines the Way Companies Market to Customers Across the Digital Channels

SAN BRUNO, CA--(Marketwired - May 22, 2013) -  Responsys, Inc. (NASDAQ: MKTG), a marketing cloud software and services leader, today introduced the Responsys Interact Marketing Cloud in front of more than 1,000 attendees at Responsys Interact 2013. New platform innovation centers the Interact Marketing Cloud entirely around the customer, redefining the way the world's best marketers manage their digital relationships and deliver the right marketing to their customers across email, mobile, social, display and the web.

"In order to gain competitive advantage in the relationship marketing era, companies must reorient their businesses around building individualized relationships with their customers at massive scale, or else they will get left behind," said Scott Olrich, President, Marketing and Platform at Responsys. "Marketing is no longer about maximizing the number of people brands reach with a campaign, it's about creating individualized interactions that engage customers and lead to long-term revenue growth and value."

In support of this shift toward putting the customer at the center of marketing, the Interact Marketing Cloud enables marketers to build a complete profile of their individual customers, design highly personalized digital interactions and orchestrate sophisticated marketing programs across the digital channels.

Forrester Research validates this evolution in a recent report, "The only companies that will be successful in the age of the customer are those that obsess about their customers, marrying digital engagement, traditional marketing, and data to create complete brand experiences from need identification to ongoing loyalty," said Corinne Munchbach, Analyst at Forrester Research.i

The latest innovations to the Interact Marketing Cloud span the company's core product lines:

Interact Profile: Building Data-Driven Customer Profiles
Interact Profile enables marketers to combine marketing data like demographic, campaign response, behavioral, social, and preference into a complete picture of the customer and how they are engaging with the brand. 

New to Interact Profile is cross-channel preference management technology called Interact Preference, which gives marketers a single source of truth for customer contact preferences. It works across channels and supports marketers' compliance with increasing rules and regulations surrounding marketing communications.

Also new to Interact Profile is an innovative solution that incorporates mobile insights into the customer profile. This new Interact Profile capability, delivered in partnership with Velti, will help marketers address the number one challenge when it comes to growing their mobile marketing programs -- measuring mobile ROIii. The solution gives marketers access to robust insights about mobile visitors, including clicks, conversions, pages viewed, browser and device OS and type. This information can then be used to target known users with highly relevant cross-channel messages based on their interests and mobile profile.

Interact Program: Orchestrating Cross-Channel Marketing Interactions
Interact Program, first released in 2009 and now in use by the world's most progressive brands, is designed to help marketers orchestrate interactions for individual consumers at massive scale. Interact Program continues to expand its cross-channel interaction capabilities with the latest round of innovation focused on display advertising. Responsys has re-architected its display advertising technology to provide access to millions of impressions on new display advertising networks, which will give customers the ability to deliver highly individualized display ads in new ways, including across mobile devices and social networks.

Interact Campaign: Designing and launching messages for any channel
A Message Designer toolset is currently being developed as part of Interact Campaign for creating and personalizing marketing messages. Expected to debut as part of the new Email Message Designer, it will let marketers manage content, personalization rules and scripting, across channels. It includes an intuitive, state-of-the-art user interface to keep marketers productive without burdening IT.

Interact Insight: Delivering cross-channel lift reporting
With cross-channel marketing comes the need to understand the value of additional channels. For example, what is the ROI of adding a display advertising campaign to an email campaign? To answer that question, Responsys is developing an "incremental lift" testing and reporting framework, which should be available in Interact Insight and allow marketers to isolate and measure the effect of an additional channel. Responsys expects the initial version of the framework will support email and display advertising tests.

For more information on the Responsys Interact Marketing Cloud visit:

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Note: Unreleased products and services mentioned in this release may not be delivered on time or at all, and customer purchase decisions should be based only on currently available features.

About Responsys
Responsys (NASDAQ: MKTG) is a leading marketing cloud software and services company. Our mission is to enable the smartest marketing in the digital world. The most respected brands across the globe use the Responsys Interact Marketing Cloud to manage their digital relationships and deliver the right marketing to their customers across email, mobile, social, display and the web. Our customers gain competitive advantage through the automation, individualization, and coordination of cross-channel marketing interactions at massive scale. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. For more information visit:

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i "Embed The Customer Life Cycle Across Marketing," Forrester Research, January 2013
ii "Planning For Mobile Marketing Success Through Smart Staffing," Forrester Consulting, February 2013

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