Acuity Mobile and Acxiom Corporation
are partnering to created a new mobile marketing solution that the
companies say integrates world-class consumer data and behavioural
analytics with the industrys leading real-time mobile content delivery
platform. The solution marries Acxioms data and analytical
capabilities with Acuity Mobiles location-based technology and Spot
Relevance offering the ability to deliver mobile content to the
right user based on time, context, location and user preferences.
Consumer opt-in, technology and consumer data will enable real-time,
location-aware, user-targeted mobile marketing, says Greg Hogue,
Acxiom Industry Executive for Travel and Entertainment and
Media/Communications. As a result, we expect mobile marketing to grow
significantly in adoption and acceptance moving forward. The
partnership with Acuity Mobile further advances this trend by pairing
two industry-leading companies who together can deliver relevant,
timely offerings customized to the individual.
Acuity says its patented Embedded Mobile Advertising Platform (EMAP) is
the only mobile marketing solution that delivers Spot Relevance. By
incorporating customer information data from Acxiom into the EMAP
Preference Engine, the technology platform will facilitate relevant
content delivery to a specific person based on preferences, time,
context and location.
The partnership will further allow clients to heighten marketing ROI
and deepen customer relationships through the mobile channel. As an
example, a customer who opts-in may receive a text message offer of a
discount when the customer is in close physical proximity to the
clients business location. This targeted mobile marketing features
convenient offers based on the customers preferences and delivered at
a time when the customer may be more likely to act on the marketing
offer.
Adoption of mobile marketing is on the rise, and more organisations
want a solution that benefits the end user and further increases market
acceptance, says Acuity President, Alan Sultan, president of Acuity
Mobile. We welcome the opportunity to power Acxioms mobile solutions
as well as further enhance our mobile content delivery technology by
integrating Acxioms powerful data and analytics capabilities into our
EMAP Preference Engine. This partnership gives our clients
unprecedented targeting capability to ensure Spot Relevance.
Separately, Acxiom agreed last week to be acquired by investment firm Silver Lake for $3 billion (1.5 billion). More on that story here.