Mediaplex Selected by JFAX.COM to Optimize Online Marketing with Pioneering Technology
BusinessWire, Thursday, January 06, 2000 at 15:17
SAN FRANCISCO--(BUSINESS WIRE)--Jan. 6, 2000--Mediaplex, Inc. (NASDAQ:MPLX), a leading advertising technology company, has been selected to optimize the online marketing campaign for JFAX.COM's (NASDAQ:JFAX) Internet-based messaging and communications services. JFAX.COM enables a user's e-mail box to function as a single repository for all e-mail, fax and voice mail, and permits e-mail, voice mail and fax information retrieval through e-mail or by phone.
Mediaplex was chosen by JFAX.COM for its new, proprietary mobile Java objects technology platform, MOJO(TM). Designed to deliver the most relevant online advertising messages to the right targets in real time, MOJO utilizes enterprise data without invading the privacy of the company's business system. Mediaplex will work in conjunction with JFAX.COM's agencies and marketing executives on the online portion of their $20 million marketing campaign.
"MOJO will be a highly strategic weapon for JFAX.COM, positioning the business with a real competitive edge by significantly improving conversion rates," said Walter Haefeker, Mediaplex's chief operating officer. "The company has recently expanded its marketing efforts to include the SOHO corporate and wholesale markets. Previous online advertising efforts did a very good job of generating extensive free trial. The new campaign's key objective will be to transition trial customers up to subscription status, and Free Fax Plus users up to the full JFAX.COM Personal Telecom program. The MOJO technology is the ideal tool to accomplish this because it will coordinate automatically with JFAX.COM's customer database to identify whether a Web site visitor is a new prospect, a free-trial user, or an existing customer, then target the most appropriate message in real time."
The way MOJO works," explained Haefeker, "is to virtually unlock the power of a company's enterprise system. Based on a set of pre-defined business rules regarding the site visitor's profile, the company's business data and the online campaign's performance, MOJO makes an instant messaging decision."
For example, a new prospect will receive a free-trial offer, a free-trial customer will receive a message to encourage a subscription, and the entry-level customer will receive a message to encourage an upgrade. Just as importantly, MOJO will ensure that the subscribing customer never receives a free-trial message.
Roger Mincheff, JFAX.COM's vice-president of marketing, noted, "One major aspect of our online marketing strategy is free trial. We see Free Fax Plus as a training ground and a user base to up-sell our Personal Telecom and telephony services. The challenge is to target several tiers of customers and tailor customized, focused messages to each tier. Mediaplex was selected because MOJO is the only marketing technology that can instantly configure the most appropriate message based on the target and our database of information."
For the initial phase of the campaign, Mediaplex is developing a plan to set up strategic sponsorships with key financial and sports sites to finely target the delivery of JFAX.COM's advertising message. Said Haefeker, "The idea behind this strategy is that MOJO will present a JFAX trial message to high-potential prospects at exactly the moment they are most prone to trial. This is the benefit of MOJO's real-time messaging - a sort of silent salesperson that Mediaplex ensures makes a lot of noise online."
About Mediaplex, Inc.
Mediaplex, Inc. (www.mediaplex.com) is a leading advertising technology company. The Company's proprietary MOJO (mobile Java objects) technology is the only platform to deliver real-time messaging based on true integration between an advertiser's internal business data, such as inventory, pricing and customer information, and that advertiser's online marketing initiatives. In addition, Mediaplex provides comprehensive online campaign services. Mediaplex clients include P&G's Reflect.com, OfficeMax.com, ShopNow.com, Tickets.com, and advertising agencies including McCann-Erickson/A&L and Publicis & Hal Riney on behalf of their clients such as Silicon Graphics, Inc. and Sprint PCS. Mediaplex is headquartered in San Francisco, with offices in New York, the Silicon Valley, and Hamburg, Germany. Mediaplex can be contacted at 877.402.PLEX.
About JFAX.COM
JFAX.COM Inc. (www.jfax.com) was founded in December 1995 on the visionary idea of a universal inbox combining a reliable, low-cost means of getting faxes and voice mail with the ability to maintain inexpensive virtual offices in multiple cities. JFAX.COM is based in Los Angeles and has an additional office in New York. JFAX can be contacted at 888.GET.JFAX.
CONTACT: Mediaplex, Inc.
Gretchen Jones, 415/808-1984
gjones@mediaplex.com
KEYWORD: CALIFORNIA
INDUSTRY KEYWORD: COMPUTERS/ELECTRONICS ADVERTISING/MARKETING INTERNET
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