The last step in the mobile marketing continuum is to derive as much information as possible about the effectiveness of the reach and the dialogue and boost the value of the profile data. During the mobile campaign, e.g. during the reach or dialogue stages, messages flow between the mobile marketing campaign solution and its integrated [...]
Thursday, March 26, 2009
Solution vendors follow different approaches for the implementation of mobile marketing campaigns. These are generic or streamlined dialogue configuration. Generic dialogue configuration In this approach, the solution does not provide high-level, ready-made dialogues, but rather generic base components that, once assembled, form the desired dialogue. This is more complex for non-technical staff, but offers greater [...]
Wednesday, March 25, 2009
With the increased penetration of WAP 1.2-capable browsers, it becomes possible to point a subscriber to a WAP site by sending a correctly encoded SMS message or providing access to the mobile marketing server to a WAP push proxy gateway. The WAP specification defines two ways to bring the user to a specific WAP page. [...]
Wednesday, March 25, 2009
The first step in the mobile marketing continuum addresses how individuals will be reached and invited to participate in a mobile marketing campaign. The aspects of reach management in the context of a mobile marketing campaign solution vary according to the media used: * If packaging or radio is used to reach individuals, the functionality [...]
Wednesday, March 25, 2009
Multimedia messages are typically too complex to be composed within the mobile marketing solution. A functional requirement will be to support the import of MMS message components and be able to reference them from within a campaign dialogue. Mobile marketing campaigns often combine voice components in the user experience. The voice components are made of [...]
Wednesday, March 25, 2009
The mobile marketing campaign will require mobile content such as SMS texts or other more advanced formats. An important consideration here is to separate the authoring of such content from its handling. The mobile marketing software will usually not help with the authoring part, relying instead on third-party software. Mobile marketing campaigns make heavy use [...]
Wednesday, March 25, 2009
When the mobile marketing software is hosted by an MMSP, there is a requirement to support a number of different subscriber bases for each MMSP client. An example: the MMSP manages campaigns for marketers A and B and provides access to marketer C, which wishes to manage the mobile campaign itself. The profiles used by [...]
Wednesday, March 25, 2009
A mobile marketing campaign can end up being very costly for the marketer if it is too successful and no protection measures have been taken against excessive response rates. While spreadsheets can be used to estimate campaign messaging costs, the mobile campaign software solution holds the necessary information (i.e. the message flow for a given [...]
Wednesday, March 25, 2009
Campaigns can be a combination of several elements along the reach-dialogue-learn continuum and, in some cases, includes several reach-dialogue-learn strings. In order to address a business problem with a mobile marketing campaign, a number of options along the reach-dialogue-learn continuum are considered by the marketer and its communication agency. The consideration of these options follows [...]
Wednesday, March 25, 2009
Mobile marketing software rarely exists on its own, but is deployed in a complex mesh of applications exchanging data with each other. For example, the campaign may produce a separate subset of subscribers matching a given condition in the dialogue. This subset must then be forwarded to the call centre for follow-up activities. Alternatively, the [...]
Thursday, March 26, 2009
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