Responsys introduces tool to leverage social data

Scott Olrich

Cross-channel marketing services provider Responsys today introduced the Interact Social Data Cloud, a tool that will let marketers access the social profile and behavioral data of customers and apply it to cross channel marketing platforms at the Responsys Interact conference in San Francisco.

The tool brings information about customers from social media channels and overlays it into the Responsys platform, which includes email, mobile, web, display and web applications. Scott Olrich, CMO at Responsys, said there is a need for this kind of tool because, according to Forrester, only 13% of interactive marketers are using social data to inform interactive marketing campaigns.

Marketers must leverage social data because building customer relationships through personalized interactions is the future of marketing. “There is a difference between acquisition and a relationship-focused company,” said Olrich. “The future of marketing is going to be relationship-first marketing.”

Shawn Myers, director of product marketing at Responsys, reiterated Olrich's position. “There is a shift of marketing going from acquisition focus to a relationship focus, and marketers who will succeed will do so by focusing on customer needs.”

Besides introducing Interact Social Data Cloud, Responsys announced at its conference clients for its email and display retargeting tool. Clients including Dollar Thrifty Automotive Group, L'Occitane, StubHub and vividwireless are using the tool, which lets marketers retarget consumers with targeted display ads.