(PRWEB) September 22, 2004
Online marketing firm Blue Sky Factory (BSF), headquartered in Baltimore, MD, launched today the Integrated Reactive Media Suite (iRMS), a new performance marketing technology that empowers online marketers to better target qualified consumers. The technology benefits users by leveraging online behavior to create and deploy instantaneous, customized content delivery based on the accurate, recent data marketing professionals seek when communicating with customers.
iRMS was developed and launched in response to the high volume of demands for a comprehensive tool that will maximize behavioral targeting efforts. Blue Sky Factory, already a leader in e-mail marketing technology solutions, received regular requests for an expanded product that would convert online marketing intelligence from basic to advanced. As a result, iRMS was developed to offer online advertisers a web-based repository for the collection of behavioral, demographic and psychographic data across multiple internet based media (banner ads, paid search engine ads, natural search engine results, websites and email). Subsequently, iRMS aids marketers in analyzing the data to deliver highly customized messages in real time, based on all of the individual visitorÂs behavioral patterns across all the media platforms. iRMSÂs core benefits are rooted in the use of modern data collection and modeling techniques that capture visitor habits and convert these behaviors into aggressive profile modules that can predict userÂs demographic and psychographic make-up. In turn, online marketers are better able to present and deploy dynamic and targeted content based on a combination of user behavior patterns and receceny to enhance and customize a visitorÂs brand experience.
ÂToday, modern website tracking software collects information about audiences who visit them and then generate reports that are geared toward information technology departments and statisticians., said Richard Cruit, Blue Sky Factory CEO and co-founder. ÂTodayÂs popular web traffic reporting tools only determine how many people have visited, what pages have been visited, rank them by popularity, and determine what web sites the visitors come from and keywords used by search engines to reach it. The issue at hand, however, is that by the time the data is collected and made useful, it is outdated and difficult to take employ. Our integrated Reactive Media Suite closes the loop for online audience management, allowing for a complete and united tracking, and real time customized messaging content, of all brand contact on the Internet. Â
Blue Sky FactoryÂs iRMS utilizes a multi-tier approach to integrate the tracking and delivery of a web surferÂs online behavior in conjunction with a particular online brand. At an initial level, iRMS tracks the performance of banner ads, email campaigns, search engine referrals, and website visits as an interrelated whole. Then, based on specific rules, conditions and an individual visitorÂs behavior, the application can serve customized, dynamic content/messaging to that individual in real time.
ÂBehavioral targeting has become one of the most talked-about areas in online advertising today, said Greg Cangialosi, President and co-founder of Blue Sky Factory. "More and more internet audiences are finding websites via multiple search, email marketing and paid optimization techniques. Our mission is to help make a front door for the site as inviting as possible . It shouldn't matter to a user how they came or where they land; they should be presented with content that is relevant to them Â
iRMS can track visitors across all web media outlets and collect behavioral and demographic data and patterns. RMS can use this data to deliver a targeted message (a message can be a banner image, web page or email) based on the userÂs anonymous profile. Delivery is in real-time and dynamic so that the targeted messaging occurs instantly and is unique to an individual userÂs profile.
ÂInternet advertising today is fragmented. An advertiser must use several outlets to deliver one campaign these individual outlets do not ÂtalkÂ to each other and the reporting must be consolidated manually , said Cruit.
About Blue Sky Factory
Blue Sky Factory, Inc., a full-service internet marketing and technology provider, provides targeted, measurable tools/services to help leverage the immediacy of the Internet and drive optimized web marketing performance. The company now offers a combination of self-service e-marketing technology along with full service/managed solutions. Featuring superior technology that assists clients with state-of-the-art customer relationship management, the company's product portfolio delivers results oriented, cost effective solutions to marketing professionals and consultants. A leading e-marketing provider for the advertising/public relations, business-to-business and non-profit categories, Blue Sky Factory's repeat client list includes the Ad Council, Public Relations Society of America, Weber Shandwick Worldwide, J Walter Thompson and The Mcgraw-Hill Companies. The company is headquartered in Baltimore, MD with offices in New York, Boston, Dallas and West Palm Beach. For more information, visit http://www.blueskyfactory.com
# # #