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BizReport : Mobile Marketing : June 28, 2012

Which mobile targeting is right for you?

With the proliferation of mobile devices, the increased use of tablets and consumption of content through mobile, brands are also moving into the space. From push messages to mobile display and video units, there are many options - here's how to tell which mobile point might be best for your brand.

by Kristina Knight

mblox.jpgThe mBlox platform helps brands more deeply engage with consumers to boost loyalty and revenue in the mobile space. They utilize push notifications and mCommerce initiatives to get the right information before the right consumers.

Kristina: What does mBlox do and why is this important for mobile brands?

Michele Turner, Chief Marketing Officer, mBlox: Through mBlox, brands are able to reach up to 5 billion consumers on 800 networks across more than 180 countries. The launch of mBlox Engage. . .enables the sending of rich push messages, stores real-time usage information and provides the ability to trigger events by time, location or device status. These push capabilities can be added to new or existing mobile applications or integrated with existing CRM systems by using device and cloud APIs.

Kristina: There have been several new tools released to enhance or offer better insight to targeting data, especially online. For mobile, is there a 'type' of targeting that works best?

Michele: Location-based services (LBS) and mobile payments are two areas within mobile commerce showing real momentum. Imagine having an offer appear on your mobile for discounted lunch at your favorite restaurant, just down the road from where you are located - and furthermore that you could pay with your mobile device and pick it up in a few minutes' time. From a marketing perspective it's hugely exciting: once the brand or app has permission to connect with a consumer via their mobile, it can deliver content and promotions tailored to individual preferences and anticipated behavior in a way we've never seen before. We do believe, though, that in the process of building brand loyalty, the most successful engagements occur when people have opted in to receive information; opt-in is key to receptivity and preserving consumer trust in the brand

Kristina: Social networks are being accessed by just over 1/3 of mobile consumers according to comScore. Is the mobile social space a good place for brands to try to engage consumers?

Michele: Absolutely. As marketers strive to ensure social media and mobile are woven into their marketing mix for a robust online presence with today's social consumers on the go, where the two increasingly meet is a space full of potential as well. For example, many of the most successful mobile applications in past year, not only connect through social APIs, but also tap into notifications and device-specific actions to create direct relations with friends.

As for the rest of the year, Michele expects to see more emerging services which will help brands create a seamless mobile experience.

Tags: mBlox, mobile campaigns, mobile marketing, mobile tips, mobile trends

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