MACROMEDIA SHARES CLOSED LOOP MARKETING VISION

Macromedia Inc announced that Stephen Elop, senior vice president and general manager at Macromedia, spoke to cross-industry executives at the Giga Information Group "Customer Relationships in an e-World" conference in Lake Buena Vista, Florida. Elop outlined the way Macromedia uses technology to deepen its own customer relationship management.

In his presentation "Closing the Loop: Process or Project", Elop detailed the steps Macromedia has taken to use Web visitor information to improve service and revenues, from rolling out a new Membership Center for better one- to-one marketing to launching an online store enabling customers to purchase downloadable software 24 hours a day.

"Software companies have long been product-centric, but now, with the growth of the Web, they have an unprecedented ability to build extended relationships with customers," said Elop. "Macromedia customers are a major part of our development process, influencing what features our market-leading products will include in upcoming releases. Companies need to have that type of ongoing, one-to-one relationship with each and every person who uses their products."

To become more customer-centric, Macromedia uses its Membership Center and its membership repository to generate names for its lead and campaign management system. The system sends out personalized e-mails and responses are used to deliver more specific information in future campaigns. Future plans include integrating the membership repository with information regarding sales, support, training, product information, and services to more effectively communicate with customers based on all their information and preferences.

Macromedia is also building on its success of sales and customer reach through the recent introduction of its eBusiness Infrastructure strategy. The strategy addresses how to manage all aspects of the dynamic Web content life cycle: from authoring and production, to personalization and analysis.

The Macromedia eBusiness Infrastructure enables companies to leverage every step in the e-marketing value chain, which includes building user profiles, identifying patterns and relationships, determining the appropriate response, responding in real-time, recording results, and refining the process. Closed loop e-marketing takes Web visitor behavior data and in real-time turns it into proactive marketing programs that drive revenue and increase profits. Macromedia ARIA Website activity analysis and Macromedia LikeMinds personalization solutions deliver the most proven, powerful and seamless e- marketing to e-businesses today.

Elop is responsible for Macromedia's new range of e-business solutions targeting content management, real-time personalization and Website analysis. Prior to taking this role, Elop served as Macromedia's senior vice president, Web, with responsibility for the application of Web and Internet technologies to Macromedia's business practices, including the company Website, corporate systems and supporting technical infrastructure. Prior to joining Macromedia, Elop was senior vice president, Systems/CIO for Boston Chicken, Inc.

About Macromedia

Macromedia's mission is to add life to the Web. Our award-winning products empower developers to provide the most engaging experience on the Web and enable more effective e-business. Headquartered in San Francisco, Macromedia has more than 800 employees worldwide and is available on the Internet at www.macromedia.com.

Contact Dori Bailey of Macromedia Inc, 415-252-2104 dbailey@macromedia.com.