Wednesday, 17 July 2013

Deutsche Post DHL enhances online marketing strategy with acquisition of Optivo

In a move which demonstrates the increasing importance of online advertising to international courier companies, German-based mail and logistics giant Deutsche Post DHL has announced plans to take over Optivo, the email marketing provider. DHL Spokesperson Juergen Gerdes commented that DHL have consciously been building an Online Marketing business unit since 2010 with the aim of becoming a "neutral technology service and the first choice for the advertising industry."

Optivo's technology enables companies to send up to an impressive 20 million emails per hour The software integrates social media, text messaging, mobile email web and fax in addition to traditional email, and has built in capacity to monitor the impact of communications. 

DHL revealed that a number of test cross-media marketing campaigns proved email marketing to be vital, and that cross media approaches are much more successful than so-called "mono-media" campaigns. Gerdes commented, "The future of dialogue marketing lies in intelligently integrated campaigns that combine the strengths of both online and offline media. optivo allows us to build another bridge between traditional dialogue solutions and the digital world".

Optivo are also likely to benefit from the move; CEO Ulf Richter commented, "Deutsche Post is an established and major player in the online advertising market and is therefore the ideal partner for positioning our innovative technology on an even wider scale. In addition, we benefit from the company's international presence".

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