The mobile medium has achieved staying power as a gateway
for marketers to reach customers in motion. For example, SMS can serve as the
initial point of contact with customers with the intention to drive the customer
somewhere (to a store, kiosk, website, etc.). And because the mobile medium is
not as cluttered as others, such as email, its response rate has been found to
be higher. According to the Nielsen Company's March 2008 Mobile Advertising
Report, more than half of all data users that recalled seeing mobile ads in a
30-day period responded in some way, and 26 percent responded by SMS message.
To optimize mobile marketing results, campaigns should be well coordinated with other channels. But until recently, marketers had been forced to use point solutions for mobile marketing – thus keeping mobile in its own separate silo. Neolane changes that.
| Neolane enables marketers to weave mobile into a cross-channel strategy by
basing mobile campaign segmentation and targeting on a 360-degree view of
customer behavior. EMI Music France, for example, uses Neolane to pull data from
across multiple channels including direct, email and mobile, to determine the
appropriate audience, and then send SMS messages for alerts about upcoming
events, new ringtones and screensavers. To learn more about how to work mobile marketing into your organization's mix, download Neolane's EMI Music France case study. |
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Download the Neolane Cross-Channel Management Optimization Data Sheet. |
