SOURCE: Responsys


September 12, 2011 13:34 ET

Responsys Unveils Next-Generation Display Retargeting Solution for Cross-Channel Marketing

All New Responsys Interact for Display Allows Marketers to Extend Their Marketing Strategies to Include Coordinated, Relationship-Based Display Ads

SAN BRUNO, CA--(Marketwire - Sep 12, 2011) - Responsys, Inc. (NASDAQ: MKTG), the leading provider of email and cross-channel marketing solutions, today launched Responsys Interact® for Display, which enables marketers to leverage display ads as a part of their cross-channel marketing programs. This channel gives Responsys customers another touch point with consumers in an effort to drive increased brand engagement and ROI. Responsys Interact for Display is a part of the Responsys Interact® Suite, which allows companies to engage in relationship marketing across the interactive channels consumers are embracing today -- email, mobile, social, web, and display.

According to Forrester Research, display advertising spend will represent 36% ($27.6 billion) of overall interactive marketing spend by 2016. Driven by new availability and effectiveness of real-time biddable display media (RTB) -- display ads bought through automated auctions -- marketers are already shifting marketing spend to display.

With Responsys Interact for Display, marketers can go beyond the practice of re-targeting past visitors to a website, and engage in "relationship retargeting." By leveraging the deep profile-based, behavioral, transactional, and communication-oriented knowledge they have about their customers and prospects, marketers can then take advantage of RTB auctions to reach the exact users they want. This allows marketers to make display a part of their coordinated, cross-channel marketing programs.

"Responsys Interact for Display turns what has been traditionally thought of as an acquisition marketing channel into the next power relationship marketing channel," said Scott Olrich, Chief Marketing and Sales Officer of Responsys. "A challenge with traditional display marketing is that it has mostly been anonymous, is not triggered based on buyer intent or past behavior, and is siloed from the other interactive channels. That has all changed with this new offering from Responsys, which provides marketers with the ability to engage in relationship marketing at scale beyond the consumers who have subscribed to their email list or are following them on social networks. This is one of the most exciting developments that I have seen in my 20 years in marketing."

"Marketers now have the opportunity to be even smarter about how they engage with their prospects and customers," said Rick Heffernan, Director of eMarketing and Internet Sales Strategy for MetLife Auto & Home. "Adding display ads to our customer communication strategy represents a natural extension of our overall relationship marketing efforts."

Responsys Interact for Display allows marketers to:

  • Target exact desired recipients: Relationship-based display ads target explicitly defined customers, prospects, and program participants. This creates a highly focused set of messages with no wasted or irrelevant ads;
  • Coordinate display ads with other channel communications: Display ads are delivered automatically, sequenced and orchestrated as part of a broader cross-channel marketing program, giving marketers the ability to control what to say, when to say it, whom to say it to, and in which channels;
  • Individualize and personalize messaging: Because display ads are delivered to known customers, prospects, and program participants, they are far more relevant and part of larger ongoing conversations, rather than stand-alone, channel-specific, 'one-size-fits-all' messages;
  • Deliver high performance with efficient cost: Marketers only pay to reach the customers and prospects they already know and have explicitly selected to receive ads, minimizing wasted spend, and giving them direct control over marketing ROI. Beyond their stand-alone value, display ads directly augment and reinforce existing communications, creating a multiplier effect across all touch points; and
  • Increase reach and frequency of communications: Relationship-based display ads provide additional opportunities to reach known customers and prospects (such as those not responding via email, mobile, or social network), and where beneficial, increase message frequency.

"The combination of today's display advertising technologies, data on customer behavior and intent, and cross-channel campaign execution capabilities gives marketers a whole new set of opportunities to accelerate revenue and customer engagement," said John Berkley, Vice President of Products at Responsys. "Display provides a powerful boost to digital marketing strategies when targeting and timing of ads can be informed by interactions that take place over email, mobile, social, the web, or in-store. We at Responsys are thrilled to provide our clients a system that can pull these channels together. The addition of display now gives marketers a much-needed solution for reaching their most valuable customers online."

"Our customers are already using transactional, behavioral, and historical data to drive their email programs. Now they can leverage that same information to extend those individual conversations to display ads," said Darryl Bolduc, VP, Client Partner, CRM and Direct Response for Moxie Interactive. "We expect relationship-based display retargeting to represent a significant part of our clients' strategies very soon. Since the display channel is now automated as part of the Responsys Interact Suite, our internal teams, and those of our clients, don't have to learn a new system -- they already have the knowledge and expertise to easily add this exciting new channel to their marketing programs."

Responsys Interact for Display is the latest in a series of cross-channel marketing solutions from Responsys. Responsys Interact for Display is available now. For more information, please visit:

About Responsys
Responsys is the leading provider of email and cross-channel marketing solutions that enable companies to engage in relationship marketing across the interactive channels customers are embracing today -- email, mobile, social and the web. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys' New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high return on investment, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Brooks Brothers, Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands' End, LEGO, LinkedIn, Newegg, Orbitz, Qantas, Southwest Airlines, and UnitedHealthcare. For more information about Responsys, visit

Additional Resources

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 745-1720
    Email Contact