Agile online marketing

To improve its online business and marketing agility as well as competitive advantage, Jet Blue Airways is standardizing on enterprise content management (ECM) software from Interwoven. The airline company is implementing Interwoven's ECM solution for Web content management (WCM), digital asset management (DAM) and content provisioning.

Without a WCM system in place, JetBlue business users were hampered from quickly deploying or updating marketing campaigns, promotions or other Web content, Interwoven reports in a recent press release. Formal Web content change requests had to be submitted to IT, and IT faced a mounting backlog. Additionally, the lack of a DAM solution made it difficult for users to quickly find and reuse existing photos, images and other graphics. New content provisioning capabilities will enable JetBlue to efficiently analyze the effectiveness of its marketing campaigns.

The new solution will help business users within different departments quickly turn ideas into content for the Web, according to Interwoven, enabling the airline company to benefit from stronger customer relations and brand loyalty through more frequent and highly targeted marketing campaigns.

"From the beginning, JetBlue has leveraged cutting-edge technology to provide the high level of service that continues to define us as an airline," says Andrea Spiegel, JetBlue's VP of sales and marketing. "As we strive to achieve increased brand loyalty with our customer base, the ECM solution will enable us to become even more effective marketers, providing us with an advanced technology platform so that we can maintain our competitive edge for the long run."