R.R. Donnelley and ENIRO Partner in Online Marketing Pilot
Press release from the issuing company
CHICAGO and STOCKHOLM, Sweden, Sept. 13, 2001 – R.R. Donnelley & Sons Company and ENIRO, a European telephone directory publisher, are piloting an online marketing tool that offers advertisers even more effective advertising and communication methods through mobile telephones and the Internet. The pilot, which continues through December 2001, is part of the Genvagen project in Halmstad, Sweden.
R.R. Donnelley is providing its online marketing tool and advertising management system, Repertoire, to ENIRO to create interactive Internet sites that are linked to print advertisements in telephone directories. Using linking technology embedded in the advertisement, directory users can gain online access to dynamic, interactive advertisers’ websites. Repertoire enables the advertisers to easily create, update and publish their sites independently. ENIRO has distributed 42,000 special edition yellow pages with barcodes in Halmstad.
"We strive to help directory customers make their communications more effective. The technology we offer helps our customers link directory advertisers with consumers even more effectively throughout the directory's lifetime. By constantly updating the information with special offers and announcements, users will keep coming back," said Susan Snowden, senior vice president, marketing, R.R. Donnelley.
"Interactive media is an essential addition to the existing integrated services we offer – from content creation and premedia to printing and distribution," said Snowden.
"With the help of barcodes and campaign sites, our customers get the ability to load their advertisements with new offers as frequently as they want," said Jonas Olsson, business developer at ENIRO. "The ability to get new information contributes to us connecting buyers to sellers."
By incorporating linking technology into the design of the advertisement, directory advertisers can provide a link to rich, action-oriented content about their companies on the Internet. Advertisers use Repertoire to create and enhance (mobile) Internet sites. The sites, referred to as campaign sites, give advertisers the opportunity to quickly introduce new promotions, coupons, special offers and updated information. Repertoire also is used to test marketing campaigns and provides closed loop marketing services.
As part of the pilot, directory users in Halmstad can link to the Internet via mobile phones equipped with content readers. The attachment scans a barcode in the ad and launches the display of related online content directly on the mobile phone's screen. In addition to the specially equipped mobile phones, 3,500 households have content readers connected to personal computers.
Besides R.R. Donnelley and ENIRO, other partners in the Genvagen trial include SDR Gruppen, a direct marketing company, and AirClic, an application service provider.
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