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