Optism™

Optism is all about helping mobile operators, marketing agencies and advertisers work together to create a dynamic and successful environment for permission-based mobile marketing campaigns. One of our core objectives is to bridge the gap between operators and advertisers. With the addition of Jeremy Makin to the Optism team at Alcatel-Lucent, we’ve enhanced our ability to do just that.

Jeremy joins the team as Head of Media Sales and Strategy. In his new role, Jeremy will forge alliances between service providers, Alcatel-Lucent, international media agencies and advertising communities, creating an efficient and valuable ecosystem.

Jeremy has worked in the marketing and media industry for 20 years. He worked in media sales management in the newspaper and magazine industries, before discovering the wonders of digital in 1999 and joining The Economist to launch its online business. After eight and a half years with The Economist, Jeremy left in 2007 for Vodafone, to work on the commercial launch and subsequent ramp-up of Vodafone’s Mobile Marketing Division as Head of International Sales and Business Development. Prior to joining Alcatel-Lucent’s Optism™ team, Jeremy also ran a mobile marketing consultancy, Catch 33. Read the rest of this entry »

This week, we’ve got several articles that are paying close attention to people’s reactions to marketing efforts – and that’s a focus we’re keen to promote!

Clickz recently took a look at where mobile and social fit in B2B email. The article focuses on how to make a connection with your audience across multiple channels including mobile. Mobile can be a great way to interact with your customers, but to do it successfully you should build trust and loyalty by getting the users’ permission first. “The most successful and compelling cross-channel content usually focuses on one of three topics. It offers an “insider” VIP experience; it is time-sensitive information; or it is geographic-centric.” The term “insider” experience speaks to value exchange and relevancy. “The goal of your cross-channel marketing efforts should be to drive the conversation with your customers and prospects” and “to drive the conversation, you need to build the relationship with your subscribers.” At Optism, we whole heartedly agree with this approach. We believe that if marketers spend the time to build trust, respect users’ privacy, and create a relevant and valuable experience, positive results will come. Read the rest of this entry »

The last two weeks witnessed two major events with dedicated sessions focused on mobile marketing and advertising.

The theme for Mobile Asia Congress in Hong Kong (November 16 to 18) was “Creating Partnerships to Drive Engagement in Mobile Media.” In his keynote address, Sean Rach, Director, Digital Media & Corporate Events, Prudential Corporation Asia, emphasized the importance of audience management, reach and metrics for mobile media. Sean, who is also Chair Emeritus of the Mobile Marketing Association APAC, called upon mobile service providers to highlight the imminent need for aggregation of inventories across mobile networks. This aggregation is needed to facilitate the purchasing of mobile media and coherent reporting to media agencies and brands. Sean believes mobile media can differentiate itself from other media based on its unique ability to be personally relevant to the consumer. He also noted the increasingly blurry line between digital and mobile advertising, thanks to portable devices like the iPAD and tablet PCs. Read the rest of this entry »