With hopes of banking on ad agencies’ increasing role in their
clients’
purchasing and use of online marketing tools, marketing
technology
company Naviant Wednesday
announced
that it has established a sales team dedicated to the agency channel.
The company is wagering that advertising agencies will become a
viable
distribution channel for their products, which rely on database profiles
and
demographic data to help companies identify, target and launch direct
e-mail
marketing and advertising to potential customers.
Naviant’s suite of products will be marketed to agencies as an
all-in-one
solution for their clients’ audience-targeting needs.
Naviant’s product offerings are based on the company’s database of
more
than 24 million active online U.S. households, with demographic,
lifestyle
and buying profile information. This database, Naviant says, will allow
ad
agencies’ clients to communicate with customers on a very precise level,
via
banner advertising, direct mail and e-mail.
“Naviant aims to be part of the agency landscape in the future,” said
Tom
Carroll, vice president of the company’s new agency sales unit.
“We recognize the
intrinsic value of agencies and see their role expanding in the
e-commerce
space. We plan to play a significant role in helping these agencies and
their
clients capitalize on the unique marketing communications opportunities
afforded through the Internet.”