Adinfonitum Revamps Images, Products

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Adinfonitum Inc., an 11-year-old direct and interactive marketing agency, updated its Web site and logo and added new products and services.

The agency also moved from Seattle to Bellevue, WA, to be closer to the center of the state's high-tech corridor.

"A lesson for any agency that we finally got around to heeding ourselves: Neglecting your own company's image or branding risks diminishing your edge in the highly competitive online marketing space with both clients and prospects," said Lin Applequist, executive vice president of Adinfonitum.

The new logo is more in keeping with the agency's high-tech focus: a collapsible bull's eye indicative of the shop's targeted marketing. The old logo was a right-facing, horizontal arrow consisting of dots that seemingly pointed nowhere.

Similarly, the site at had not been updated in two years, leaving customers and prospects with an inappropriate impression of the company. The new site is colorful, well-ordered and flows easily from page to page with the pertinent iconography.

The agency has clients such as Northwest Airlines, Alaska Airlines, T-Mobile, Bank of America, PACCAR's Peterbilt and Kenworth truck divisions, Shurgard and American Red Cross chapters in King and Kitsap counties in Washington.

Services include e-mail campaign creation, deployment, tracking and measurement reporting and analysis. The shop also offers customer profiling, segmentation and ROI tracking. It sends 35 million to 40 million customer e-mails monthly.

The agency's new offerings bolster its lineup. Most recently it implemented the SmartROI module, which lets clients track and measure ROI on online marketing expenditures, programs, campaigns, media, customer segments and individual customers. Northwest Airlines is a user.

Another new product, Smartstatements, delivers a detailed monthly summary of all air and non-air activity for frequent fliers of Alaska Airlines to the customer's e-mail inbox. The agency claims this approach improved the airline's online customer experience and saved money on annual paper statement production that is no longer necessary.

Smartanalytics, the third addition, uses OLAP cube technology to assemble and analyze e-mail campaign variables and gauge their interrelationships and influences. An undisclosed airline client is using this module, and a leading publisher is considering it.

Finally, Adinfonitum added multilingual e-mail messaging for the two heavy-duty truck divisions of PACCAR, Bellevue. With its Smartmessaging software, the agency constructs and deploys e-mails for Kenworth and Peterbilt trucks in English, Spanish and French to owners and operators nationwide in their native language.

"Without [the products], we wouldn't have a prayer up against such competition as Digital Impact, DoubleClick and other behemoths," Applequist said.

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