Campaigns are usually constructed from a number of different components, aside from the main dialogue application. Add-on components to dialogue applications are used to determine winners or, more generally, a sub-group, or to add a viral effect to the base dialogue logic. “Instant win” is an initial technique used to identify winners of a given [...]
Monday, March 23, 2009
In contrast to votes and competitions, there is a generic form of dialogue that is not assembled in the form of challenge-response dialogue. The generic pull campaign still expects an interaction to be initiated by the subscriber and is the foundation of content-on-demand or information-on-demand services. The realisation of dialogue-based promotion campaigns will depend on [...]
Monday, March 23, 2009
Competitions usually imply a more complex dialogue than voting campaigns, involving follow-up message exchanges. For a competition to take place, one or more questions must be asked that require participants to use or develop their knowledge on a particular issue. Popular competition formats are mobile quizzes or text-to-win campaigns. The basic elements that are particular [...]
Monday, March 23, 2009
The most common dialogue formats used in promotional mobile marketing campaigns are votes, competitions and generic pull. Promotional dialogues are in essence pull processes, which are triggered by a subscriber reacting to a general advertisement. Dialogues can be enhanced with additional interactions, such as instant win, sweepstakes or some form of viral communication. The basic [...]
Monday, March 23, 2009
We have indicated that an alternative way to initiate promotional campaigns is to use the mobile itself. Instead of reaching individuals over media such as radio or product packages, the mobile is used to convey a message inviting a dialogue. As we are dealing with cases of promotional marketing campaigns, we do not assume that [...]
Monday, March 23, 2009
Looking back at the reach-dialogue-learn steps identified in the mobile marketing continuum, we need to identify the elements that characterise a promotional campaign. Dialogue-based mobile marketing differs from multi-device e-marketing campaigns, which extend the browsing paradigm to PDAs or handsets with microbrowsers. While the former implies a two-way interaction between the subscriber and a [...]
Monday, March 23, 2009
GSM operators have been using cell broadcast technology to display zone information on the mobile handset’s display. The zones were those used to determine different tariffs for local or long-distance calls. A single cell broadcast message contains 82 octets, which, in the default 7-bit GSM alphabet, yields 93 characters per message. The messages are posted [...]
Monday, March 23, 2009
There are two legacy technologies that are available in many cellco networks and may have presented interesting characteristics for use in mobile marketing campaigns. These technologies are unstructured supplementary service data (USSD) and cell broadcast. Unfortunately, and for different reasons, both USSD and cell broadcast could not see viable applications for medium to large-scale emergence, [...]
Monday, March 23, 2009
The MIME multipart technique is a standard Internet technique to combine the e-mail body and the attachments. The WAP has a binary equivalent to this, which can be used to combine multimedia objects in the multimedia messages. This approach is used for messages between the MMSC and MMS handsets. The use of the WAP binary [...]
Monday, March 23, 2009
The MMSC uses a WAP PPG to send the notification to the MMS handset. This is how the MMS handset is informed of messages available for retrieval. The URI of the message that the MMS handset is to use for the retrieval is included as a data component. The retrieval activity is performed by [...]
Monday, March 23, 2009
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