Optism™

The MMA (Mobile Marketing Association) Asia Forum unfolded on May 4-5 in Singapore. Thanks to the MMA’s efforts, this event is becoming much grander and more widely participated in with every passing year. It also features eminent speakers and domain experts from the telecom industry, media industry and brands. All these representatives of the mobile marketing ecosystem have a common objective: to establish mobile media in the marketing value chain and unleash the true potential of this new 7^th mass medium.

Greg Stuart rightly pointed out in his opening remarks that “Asia is the heart and soul of mobile. There is more innovation and excitement about mobile here than anywhere else.” And the facts, here below, shared by various experts during the Forum proved him right: Read the rest of this entry »

This week at mSearchGroove, Peggy Anne Salz talks to Jeff Hasen, CMO of Hipcricket, an early leader in mobile marketing. They explore the evolution from the early days of helping broadcasters to build audiences to today’s focus on developing comprehensive brand-focused mobile marketing campaigns. Today, says Jeff, the focus is “all about having an ongoing relationship with the consumer so you can get ongoing sales, ongoing loyalty and lifetime value rather than just a one-off.”

Check out the podcast to learn more about Jeff’s take on winning mobile marketing strategies, including mobile coupons and loyalty clubs and the importance of asking permission first.

Location-based advertising is all the buzz these days. As part of its build-up to this year’s CTIA 2011, LightReading Mobile takes a look at operators’ response to location-based and permission mobile advertising in “Operators Tread Lightly With Opt-In Ads.”

The article focuses on AT&T’s recent launch of a location-based ad trial called ShopAlerts, and an analysis by Optism’s own Thomas Labarthe of the importance of opt-in for any mobile marketing strategy. “When you’re using messaging in an intelligent way, you are not spamming people,” Labarthe says. “Doing it based on end-user permission and preference and getting creative with dialogue and rich media, we believe makes [SMS] the most efficient channel on mobile.”

Great food for thought here…