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
’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
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.’