| Advertising & Media |
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Companies often look to advertising as a way of boosting sales by increasing the public's exposure to a product. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. The real work for ad agencies begins when they win an account. Various departments within an agency-such as creative, production, media, and research-work together to meet the client's goal of increasing sales. |
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There is no doubt that the Internet is shaking up distribution channels and disrupting the status quo in every category of the Advertising & Media Industry. But it is only recently that Advertising and media services companies are—for the first time since the advent of the Internet boom—approaching the Internet and its many distribution and profit opportunities with prudence. With broadband access and availability still lagging—albeit with gathering speed—this is the ideal time for companies to explore their Net readiness in preparation for the changes ahead. Although several top Advertising & Media names have rolled back or cut their Internet offerings, there is still plenty of Internet activity in the industry. In fact, for the first time, the lull is allowing companies to approach the Internet and its many distribution and profit opportunities with a level headedness that was missing during the heady times of Internet mania.
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| Experience Gateway
Gateway has build a complete application suite
covering the Client Servicing Application, Financial
Application and Customer Relation Management Application
for one of the largest advertising agencies in India who
has always been on the forefront of technology. All its
users are very much aware of the importance of
computerization. They were among the pioneers in
automation in India.
The Client Servicing
Application, is developed for the automation of their
Client servicing activities and operations giving an
edge over its competitors, as it is able to furnish lots
of information, which is important to handle and
implement a campaign, and also makes the client
comfortable by planning and scheduling each activity of
the campaign. It also takes care of the Branch
operations between New Business development to Client
Billing and Supplier Invoice passing. |
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| Primary Features of our Solution |
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Web-Enabled
Application. |
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Full-integration of all
the departments. |
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Three-Tier Architecture
(Java Swings, EJBs, Oracle 8i). |
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Modular Structure. |
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Status Monitoring of the
Job, Bills, Proforma etc across the
departments. |
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| Application Technology |
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Architecture: Three-Tier
Architecture – The Business logic resides in the
Middle Tier (Oracle Container for Java – OC4J),
which makes it easier to handle and modify the
application. |
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Front End: Swing Based
Java Components developed using Oracle
JDeveloper. |
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Middle Tier: Oracle
Application Server with Oracle Container for
Java. |
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Bank End: Oracle
8i. |
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The CRM Application which is a Content Delivery
& Collaborative Solution offers a customized
solution completely integrated with the organizational
website.
The entire approach to the solution has
been divided into two parts. First is to understand the
entire interaction process of an ad agency with the
client and thereby understand the development of
creative concept and implementation of the same. The
challenge was also to understand the way an advertising
agency and it’s various departments’ function. Second is
how these processes can be web-enabled with the help of
latest technology so that the entire interaction process
can be carried out on the Internet without any
bottlenecks. The solution requires no new desktop
software or servers. A customer simply visits the
advertising agency's Web site and plays media through
standard browser & media players.
This
Application allows Client to have an edge over its
competitors, as it is able to furnish lots of
information, which is important to close a deal, and
also makes the client comfortable by projecting an open
environment. This also allows them to give customized
packages to client.
The other important feature
of this application is that the knowledge base of the
company is stored in an ordered fashion and can be
retrieved very easily. This will ensure that there is
some level of reusability and thereby reduce costs.
The concept of that application is that the
Client wants to Store all the documents in this site and
make it accessible to the employees as well as their
Clients. The entire site is based on a role access
mechanism wherein authorization is required. So if the
user is a Manager then he has access to most of the
links. If the user is a Data entry operator he has
access to the Administration module. |
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| Primary Features of our Solution |
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Web-Based Application,
which makes it accessible anywhere-anytime. |
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Transparency to the
clients as well as the employees. |
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Enhanced security
features to have limited and allowable access of
the resources. |
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Contains the details of
a particular campaign for a client, which enables
a manager to make an analysis. Details like
Presentations, creative outputs, Guard Book, Press
Clippings etc maintained and accessible to the
client. |
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News/ Awards/ Research
etc are made available to the Client. |
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Discussion Forum to
allow the client and the company to interact with
each other. Media schedule for a particular
campaign are accessible to the clients. |
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Discussion forum have
the facility of simple and advanced search
mechanism. |
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Site also has
information about the competing media companies
and also the schedules of the various
advertisements that are to appear on a certain
date. |
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Site has global
utilities like the Discussion Forum, Collaboration
Module (which allows the user to make
presentations to the client and also chat with the
client. It also has the facility to talk using
VoIP). Also Net-Meeting features has been
embedded. |
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| Benefits Delivered |
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Gained strategic and
economic benefits associated with CRM by
integrating their organizational capabilities –
structure, processes and skills – into the
integrated platform with the help of CRM
technologies to become more
customer-centric. |
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Use of collaborative
tools and discussion forum has lead to quality and
disciplined discussion between the client and an
ad agency. |
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Minimal or No investment
in training of the users of this application since
the entire application is web-browser based. |
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It streamlines
communication otherwise done by telephone, fax and
e-mail, greatly reducing the cost of sharing
information across project and work teams. |
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As a single, central hub
for large numbers of people, the application
significantly reduces the lines of communications
between different parties, including major
customers, increasing productivity and saving
time. |
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It serves as a central
record between collaborating parties, reducing
errors in communication. |
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It acts as an
intellectual repository and enables knowledge
management. |
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It can be equipped with
Web-Cams and multimedia devices, to keep everyone
up to speed on, say, the most current status of
the project. |
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| Application Technology |
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Architecture: Two-Tier
Architecture |
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Front End: JSP 1.2, JDK
1.3 |
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Web-Server: Orion
Web-Server |
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Back End: Oracle
8i |
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| Everyone in an organization can benefit from the
specific information gathered from assessments of
employees' and customers' perceptions. Leading
organizations use this feedback to improve personal and
departmental performance along the path of becoming a
truly customer-centric organization. Rely on experienced
facilitators and change management consultants to help
you kick-start your efforts and lead you through the
implementation of systems to collect opinions,
perceptions and priorities from employees and customers.
Then, use this information to gauge training,
performance and human development needs. You'll be on
your way to developing a world-class customer-centric
organization. |
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