BT links with BroadVision to streamline net advertising

BT’s online arm www.bt.com has done a deal with an electronic direct marketing company that will put advertising in the hands of campaign managers, rather than web wizards.

BT’s online arm www.bt.com has done a deal with an electronic

direct marketing company that will put advertising in the hands of

campaign managers, rather than web wizards.



BroadVision is providing BT with a system that enables anyone from the

sales executive to the creative director to tweak online advertising

without consulting a technical department. They simply call up an

easy-to-follow template on to their screens.



The technology will also enable BT to build a detailed database of more

than four million online users, creating the potential for one-to-one

marketing. As a result, users will be able to navigate BT’s sites more

easily.



’Our job is to make BT’s online service more efficient,’ said Giles

Cunningham, BroadVision’s UK marketing manager. ’At the moment, users

have to fill in a form each time they visit a different one of BT’s

hundred or so sites.



Our system will give them a single log-on, making it easier for them to

navigate. It also enables BT to target them with information that is

directly relevant.’



John O’Rourke, head of operations for electronic channels at BT,

commented: ’The complexities and sheer volume of data involved in

letting us deal with each customer individually made BroadVision the

partner of choice.’