Kodak Uses Modem Media for kodak.com CRM

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Eastman Kodak Co. has extended its relationship with Modem Media Inc. to revise kodak.com and prep the site for customer relationship management initiatives.


The agency will work with the online division's executives to revamp kodak.com and make the site central to online marketing efforts.


"We're rethinking and re-architecting the site so it will provide more of a visitor-centered experience," said David Kassnoff, editor of kodak.com, Rochester, NY. "The site will be better, easier to use and increasingly customized for our visitors."


Besides access to learning content, kodak.com will make it easier for visitors to choose digital cameras and photographic products. Modem Media for six months has worked with Kodak to develop Internet business strategies.


The 15-year-old Modem Media, Norwalk, CT, will offer services such as developing interactive marketing and technical strategy, XML development work and ways to improve user experience through better site navigation.


Modem Media, which is 43 percent owned by New York-based advertising agency conglomerate Interpublic Group of Companies Inc., will develop marketing programs for Kodak through the interactive channel.


"Kodak's business is going through an evolution from traditional photo services to a digital services world and expanding into the larger info-imaging arena," said Tom Zawacki, vice president of marketing strategy and services at Modem Media. "So the challenge that we're helping them address is how does Kodak use interactive channels, interactive marketing and customer relationship management to best position themselves in that arena."


A new user interface will debut in November. But before then, the digital and info-imaging content will be tweaked because that is what seems to interest consumers at the moment.


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