MicroMass Debuts Multichannel Marketing Service
The service's basic function is to deliver targeted messages according to consumer profiles. It entails creating a general message for a major database segment and personalizing the message according to each recipient's interests.
Databases can be plugged into Rapport for Sales, or it can build e-mail and direct mail lists via surveys. The service also can be used for direct-to-consumer product pitches.
People without technical training can program Rapport, said Suzanne Casiello, senior vice president of marketing at MicroMass, Cary, NC. She said it translates simple English sentences into computer code.
The application is being targeted at marketing and sales professionals in industries such as pharmaceuticals, creative/media agencies and travel/leisure firms. Rapport also comes with a server that can receive customer/prospect information and react in real time with a marketing message.
"It allows us to deliver to an audience of one because it's sitting there ready for fulfillment," Casiello said.
Pricing depends on the amount of customization needed to implement Rapport.