Are real-time marketing campaign changes the next big thing? Marketing e-mail solutions provider Bigfoot Interactive believes they are and has now taken its e-mail campaign management capabilities one step further by integrating its marketing automation utilities and real-time ROI Response Optimizer modules into its DREAM e-mail technology platform.

For marketers, the ROI-Response Optimizer enables them to alter in real-time a product, the affiliated creative, and their placement within a campaign to optimize each individual’s campaign performance, inventory management, response and promotional goals during the campaign.

With ROI-Response Optimizer, marketers have the capability of seeing in real-time via a reporting streamer the conversion stats and the individual link activity. If a dog bed, for instance, is selling particularly well and might sell out prior to the campaign’s finish, with the optimizer marketers can see in real-time and change the focus of the campaign to other dog-oriented gifts.

The ROI Response Optimizer module was previewed to JupiterResearch earlier this year for its "JupiterResearch E-mail Service Provider Evaluation" report (August 2004). JupiterResearch noted the product, “was unique in its ability to re-render a campaign after its delivery.”

Giving marketers the opportunity to re-render their marketing masterpieces gives the customer more control as well, because the clicks determine the campaign’s ever-changing focus.

"Our continued development and enhancement efforts are focused around real client needs and market opportunities," said Al DiGuido, CEO of Bigfoot Interactive. "It is this focus that continues to drive success and differentiate Bigfoot Interactive and our clients in the marketplace."