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Komli re-energises remarketing platform; includes CRM data

  • Next generation platform integrates CRM data in addition to website and mobile app traffic
  • The attempt is to create personalised cross-channel campaigns

Komli Media has re-energised its remarketing offer to now include CRM (customer relationship management) data in addition to website and mobile traffic. As an integrated cross-channel remarketing platform, the new offer – RevX, aims to move beyond first generation remarketing solutions by enabling marketers to leverage the full spectrum of consumer insights across web, mobile and CRM to reach users across devices. Company officials inform that with this, marketers have complete transparency and control to integrate their customer data with RevX and run personalised campaigns across multiple channels including display, mobile and Facebook.

“Customer interaction with a brand is not limited to websites. With the evolution of multiple channels such as mobile apps, social pages and support channels amongst other ways, customers are engaging with brands from multiple sources and are leaving rich data about their preferences. The next wave of personalised marketing involves leveraging these customer interactions and processing them intelligently to run targeted cross-channel campaigns. With RevX, we are offering this with our hallmarks of transparency and control,” stated Amar Goel, Founder and CEO, Komli Media.

Mr Goel draws attention to the fact that with the fragmentation of engagement and interaction platforms, marketers are not as much bothered about the channels as they are about the goals. The ability to offer a holistic understanding of a consumer and back that up with targeted solutions is the real need of the hour. “Marketers have so much more information and data about their consumers due to previous conversations. Most remarketing platforms already do not make use of this is because all of these data pools have their own complexities that need to be factored in. RevX has been able to overcome this and bring a single solution,” Mr Goel explained.

Although Komli has operated as a remarketing DSP since February 2014, with RevX, comes the introduction of CRM remarketing and Facebook’s Custom Audiences and Website Custom Audiences capabilities. This allows marketers to leverage their CRM data like email ids and phone numbers to run cross-device campaigns on Facebook. Additionally, marketers can also run display and mobile remarketing campaigns to achieve their end goals of driving transactions, user engagement or app installs. Komli’s existing remarketing clients can seamlessly onboard their CRM data to RevX and immediately extend their campaigns to Facebook. The company’s beta campaigns have delivered a 50 per cent increase in transaction volumes by running Facebook Website Custom Audiences campaigns via RevX. The platform will be available across Komli’s market of operations.

“Marketing complexity is continuously increasing as users are engaging with us via multiple devices from multiple locations across multiple properties. The challenge lies in tying these customer interactions to build complete user profiles and then leveraging this information for personalised messaging. RevX’s early move in the CRM remarketing space and their integrated approach to display, mobile and web is a very exciting proposition and we are working closely with them to scale our business across channels,” added Gagan Arora, Chief Marketing Officer, Printvenue.com, a printing and personalisation portal in India.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.