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Social advertising becomes social marketing with new Acxiom solution

~ Relevance-X Social uncovers customers’ social footprint and supports ‘member get member’ social marketing ~

February 24, 2010

Acxiom, the global marketing services provider, has launched Relevance-X Social in the UK. Going beyond brand tracking and analysis, the solution profiles the levels of social media activity and engagement of existing customers, providing ‘social intelligence’ that enables organisations and agencies to create and execute high-performance direct social media marketing campaigns.

Rather than starting from what is being said about your company, Relevance-X Social starts with the customer and uncovers how they use social networks, their interests and how much influence they have, based on their level of involvement across the social sphere. The solution creates a sophisticated segmentation that provides clients with a roadmap for pinpointing precisely where and with which customers to invest in social media. This insight then becomes the basis for executing targeted social media campaigns, designed to ignite conversations that enable ‘member get member’ marketing.

Relevance-X Social works in three stages: phase one involves setting the objectives and targeting criteria for the campaign, then bolstering existing customer data with customer ‘social insight’ to define the target audience. Phase two involves campaign design and development, as well as creating plans to measure success. From this, phase three can begin – launching the programme, measuring its impact, analysing and optimising the campaign and then leveraging the results to fine-tune future campaigns.

Executive quote

Steven Plimsoll, VP for Multi Channel Marketing Services Europe at Acxiom, commented: “As CMOs recognise the importance of engaging with customers and prospects over social networks, social advertising is growing exponentially. But with marketing budgets still tight, CMOs need a better understanding of their customers’ social footprint, so they can make the best use of these tools. Only then can they increase their brand’s influence and reduce the cost of acquiring new customers by utilising existing customers’ networks, to ensure the highest ROI for these activities.”

“Social media can now be a two-way street,” said Plimsoll. “It’s about listening to feedback from customers and using it to enhance innovation and service delivery, as well as to drive promotions, accelerate product launches and inspire purchases. Integrating the insight from Relevance-X Social with offline data on customers will enable marketers to truly realise the potential of social media marketing. They can make a significant difference to the bottom line by using social networks as a direct and not just a display marketing channel, making the move from ‘pull’ to ‘push’ communications.”

Pricing and availability

Relevance-X Social is available in the UK immediately. Please contact relevance-x-social@acxiom.co.uk for further information.

About the company

About Acxiom
The global leader in interactive marketing services, Acxiom connects clients with their customers through deep consumer insight, powering effective and profitable marketing initiatives and business decisions. Our consultative approach spans multiple industries and incorporates decades of experience in consumer data and analytics, information technology, data integration and consulting solutions for effective marketing across digital, Internet, email, mobile and direct mail channels.

Founded in 1969, Acxiom is headquartered in Little Rock, Ark., and serves clients around the world from locations in the United States, Europe and the Asia-Pacific. For more information about Acxiom, visit www.acxiom.com .

Contact details

For further press information or photography, please contact:
Suzy Ferguson or Lisa Gillingham at LEWIS PR
Tel: +44 (0) 020 7802 2626
Email: acxiom@lewispr.com

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