Launched and developed by Publicis Blueprint, Orange exchange online is the only digital magazine in the mobile small to medium-sized enterprise (SME) sector. Complementing the printed version, exchange online provides a richer experience to boost business customer engagement and retention, as well as enhance customer service for Orange's SME B2B base.
Publicis Blueprint produces eight online versions of exchange on a bi-monthly basis, targeted at different customer channels and life stages. The magazine updates readers with the latest on Orange products and services, and offers inspirational and practical business advice, exclusive online features and competitions all using rich media content.
Designed to be accessible by Orange customers only, the digital version is Flash-based for maximum interactivity. Boasting exclusive bonus content, the online version benefits from intuitive navigation and an optimised screen area developed to ensure that all content is always in view with minimal down page scrolling.
In addition, editorial content is broken down specifically for the web to ensure clean layouts, allowing busy users to quickly and easily choose what information they need to read. All content of exchange online is tracked to clearly measure engagement and also help shape strategic content development.
The Marketing Week shortlisting follows the online magazine winning the best B2B Digital Solution of the Year (B2B / Internal) Award at the annual APA Awards in late 2009.
Neal Anderson, digital director at Publicis Blueprint, commented: "We're absolutely delighted to be shortlisted for the Marketing Week Engage Awards. Building on our success at the APA Awards, this shortlisting further endorses our approach to develop a unique, customer-orientated digital experience that embraces web capabilities and maximises interactivity to add value, benefit and engagement for our client's SME customers."