European digital marketing specialist Neolane hits US

Share this content:

European marketing software provider Neolane Inc., which specializes in integrating emerging technologies with traditional channels of communication, has launched operations in North America.

The company first opened its doors in 2001 in Europe, where the use of text messaging by consumers and marketers has been more pervasive than in the US. With mobile technology finally beginning to pick up steam on this side of the Atlantic, the company decided the timing was right to open up an office in Newton, MA.

"Marketers need to be able to embrace and leverage all channels together in a cohesive way for the consumer," said Patrick McHugh, who is executive vice president of North American operations. In the past, a lot of marketers dealt with each communications channel individually, which is counter to the "highly interactive, highly relevant personal engagement" offered by digital marketing, McHugh continued.

In Europe, where Neolane ( has offices in the UK, Denmark and France, the company's clients include SAS, Carrefour, EMI Music and Porsche. A typical challenge presented by marketers is that they have a large customer base that they need to interact with frequently but which has diverse needs in terms of how individuals would like to be communicated with: Some prefer text messaging, some e-mail while others want to receive direct mail.

Neolane's software, which is available either as an on-demand or a licensed solution, automates all of a marketer's strategies in the market, enabling the delivery of content via all channels in a coordinated way.

"We really are talking about a 360-degree view of the customer and a 360-degree strategy," McHugh said.

Customers can also purchase individual portions of Neolane's platform, which include Multichannel Campaign Management, Lead Management, Dynamic Content Management, Marketing Resource Management and Analytics and Reporting.

By bringing Neolane's experience in the European market, McHugh feels the company will be able to help marketers better leverage mobile technology as part of their strategies.

For example, a customer arriving at a shopping center can click on a link in an e-mail and receive coupons for that day from stores in the center. Or, there might be a digital sign in the center that is broadcasting a digital code that the customer can punch in as a text message and receive back an offer.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above