Mobile News

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 flexibility, in particular if legacy systems have to be integrated. The functional requirement in this case will be the support of bespoke mobile campaign dialogues that may be saved and re-used again later. The need for dialogues such as competitions or votes is deliberately left aside.

A functional requirement specific to the implementation of dialogues based on generic configuration is the support of database model extensions with new dialogue-specific attributes. This is intended to capture data throughout dialogue interactions and use this information later during the learn step, to enrich the profile of the participants.

Streamlined dialogue configuration

The second approach is based on the functional requirement to present configurable standard dialogue types in a simple wizard-like fashion. These dialogue types include quizzes, votes, pull for content or information, sweepstakes and text-to-win competitions. This is based on the need to simplify the production of campaigns and reduce the time to deliver by lowering the complexity. Streamlined dialogues can be further differentiated by the number of steps required in different mobile marketing campaign solutions for a same dialogue type, e.g. quizzes.

Configuration overview and simulation

The campaign consists of several components along the continuum. These components are managed by a mobile marketing campaign solution that provides a summary overview of all campaign parameters and settings, including actual content, for all campaign elements. This implies that the solution can link several campaign components across the continuum, under a single identifier. An additional functionality required for quality-assurance purposes is access to a handset simulator that provides a sense of the user experience throughout the campaign. This functionality may not always be used, in particular when third-party systems are used, such as IVR for voice.

New dialogue implementation

When evaluating a mobile marketing solution with streamlined campaign wizards, how easily can the vendor add a campaign type to the catalogue of wizards already offered? Alternatively, for generic dialogue configuration tools, how flexible are the wizards to support new logic flows? The functional requirement here is to provide the ability to implement new campaign dialogues and to integrate them seamlessly into the software.