Alterian integrates Web content management with email marketing

Alterian has completed the first stage of integration between the Web content management products - Immediacy and Morello - that it acquired as part of Mediasurface less than two months ago, and the Alterian Integrated Marketing Platform. The company also announced the first contract for the integrated solution from Reading Room, an award winning international digital agency and experienced Immediacy user.

Dynamic Messenger, Alterian's highly rated email marketing application, is now integrated with and able to utilise digital content stored within both Immediacy and Morello to execute email marketing campaigns. The resulting offering, branded as Alterian Engage, reduces duplication of content across multiple systems in the marketing department, simplifies the workflow process required to deliver email campaigns and significantly reduces the time taken from initial marketing idea to campaign execution.

"As a long-term user of Mediasurface's Web content management products, we were keen to understand the opportunities provided through its acquisition by Alterian," said Margaret Manning, CEO, Reading Room.

Reading Room has clients as diverse as Skoda, Cancer Research and The Prince of Wales, and with a staff of more than 150 working from offices in London and Manchester in the UK and Sydney and Canberra in Australia, they are at the forefront of delivering digital communications capabilities to clients.

Manning continued, "The more we have learned about the Alterian Integrated Marketing Platform, the more excited we have become about what we will be able to deliver to clients with this technology. We are always looking for ways to deliver innovative capabilities to our clients to improve their digital communications. Combining our creative, strategy and technology capabilities with a platform that truly integrates content, analytics and execution will enable real advances in this area. We intend to work closely with Alterian and adopt new solutions at each stage of the integration with Immediacy and Morello, so that we can become one of the first digital agencies that offers the benefits of these exciting capabilities to its clients."

On the 9th July 2008, Alterian announced that it had completed the purchase of Web content management software company Mediasurface, allowing it to offer multi-channel analytics with execution and content that helps marketers improve customer experience and profitability. The newly formed organisation has a large international development team based across the UK, Los Angeles and Bangalore who have worked hard over the past six weeks to make stage one of the platform integration a reality.

David Eldridge, Alterian's CEO said "In less than two months, we have delivered on the first step of our technology integration and I am delighted that Alterian Engage - the combination of our world class email platform with our Web content management products - is being so well received by our existing partners and users. Reading Room is a leader in its field and their adoption of this offering as well as their interest in our whole technology platform is a real endorsement of our vision. "

"We will be making Alterian Engage generally available to our installed base of users shortly, and expect to see significant opportunities in even this first stage of technology integration. We continue to make good progress on further integration of our newly acquired Web content management products with other elements of the Alterian Integrated Marketing Platform, and our early success and very positive feedback from customers and partners bodes well for future growth."

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