Mobile News

We have been cautious until now with the use of personalisation in campaign elements. This has been to better dissociate promotional mobile marketing campaigns from mobile campaigns aiming at growing and enriching the marketing encyclopedia, placing most of the promotional objectives aside.

While promotional marketing campaigns are mainly driven by short-term commercial objectives and are limited to collecting data for the marketing encyclopedia, mobile marketing campaigns can also offer a more personalised user experience to a targeted group of known subscribers. Mobile interaction management is focused on enriching the data in the marketing encyclopedia. This approach improves the amount of information collected on each user and leverages the mobile medium for optimal direct marketing initiatives.

Rather than supporting less personal and large-scale marketing objectives, mobile interaction management (also known as mobile CRM) initiates its activities within the mobile realm by reaching individuals for which the marketer already has some form of identifier. In this case, the marketer aims at augmenting the amount of information stored in the marketing encyclopedia. To do so, applications are presented in the dialogue stage that collect additional information and expand the profile data wheel. The learning stage leads to an enriched marketing encyclopedia. The mobile applications thus boost the marketing impact on a targeted group of individuals.

The marketing encyclopedia delivers new information on individuals presenting common patterns across one or more campaign dialogues. These individuals can be addressed separately by SMS, for example, in a reach operation with highly personalised content or offers.

The aim of mobile interaction management, as opposed to promotional mobile marketing, is to increase the profile data wheel through carefully studied information collected at the reach and dialogue steps of the mobile campaign.

The demographic attributes are consolidated, updated or completed. A new layer with psychographic attributes expands the wheel with personality characteristics and attitudes that reflect an individual’s lifestyle and interaction behaviour. This information is not easily available due to the limited amount of information collected per campaign.