With just 13 business days to go to the Awards Ceremony for the 2011 Effective Mobile Marketing Awards, we continue our preview of the finalists in each category with a look at the entries shortlisted for the Most Effective Mobile CRM/Enterprise Messaging Campaign. 

The Awards Ceremony takes place in London on 3 November. If you havent yet booked your place at the event, theres still time – but tickets are selling fast. Right now though, lets take a look at the companies and campaigns vying for the honours in the CRM/Enterprise Messaging category, in alphabetical order.

Ericsson IPX/Velti – A&N Mobile CRM
Multichannel media company A&N Media is working with Ericsson IPX and Velti to offer a range of opt-in advertising programmes and Premium-SMS services to the readers of its various publications.

The schemes encourage customer engagement via SMS, inviting readers to text in to get hints for puzzles, to submit competition entries, or to provide feedback. Ericsson IPX manages operator billing payment services and traffic, while Velti handles the collection of customer information, including location, gender, and interests, gleaned from each customer interaction with its mGage platform.
Through brands such as The Daily Mail and Metro, A&M Media’s campaign hits some of the UK’s most responsive and valuable audiences, and the company now has an opt-in mobile database in excess of 1.5m unique mobile numbers.

Incentivated/British Airways – British Airways SMS Customer Service Messaging
BA’s text service allows UK and US registered users to get up-to-the-minute flight information for yesterday, today, and the next 14 days, sent via SMS direct to their mobile phones.

Set up by Incentivated on its SMS platform, the BA SMS service can also inform customers when they are able to check-in online, announce any disruptions to service, and inform customers of any baggage handling notifications. There are also notifications for staff members booking flights on ‘standby’.

The airline’s services use mobile as a way to deliver timely customer service messaging, reducing passenger frustration during periods of uncertainty, such as in adverse weather conditions. The SMS services also serve to free up the time of customer service staff on the ground.

MePlease – MePlease SmartLinks
MePlease’s products enable businesses to increase ROI and drive meaningful, targeted consumer engagement, via social media marketing and CRM. The company’s Smart Links replace any ‘http’ link, allowing for advanced sharing and tracking capabilities.

The company’s tools include Reach, which drives the uptake of marketing campaigns through social media on mobile devices; Join, an opt-in CRM system; and Like More, which is a system for generating more Facebook Likes.
MePlease recently partnered with the agency Mekanism in its campaign for 20th Century Fox’s Planet of the Apes. The partnership required MePlease to drive traffic to the movie’s promotional material, such as viral YouTube videos, and generate Facebook and Twitter buzz. MePlease also tracked and measured all user touchpoints. The end result was so positive that MePlease has been asked to continue to work with Mekanism on future projects.
 
Nokia/JWT/bemoko – Nokia Source
Nokia Source is an innovative, long-term programme that seeks to engage with consumers and retail sales staff. It is designed to generate positive word-of-mouth and two-way conversations with Nokia about Symbian devices. The campaign also seeks to demonstrate the capabilities of the Nokia E7 handset.
The program uses a ‘news reporter’ theme to build an active relationship with a powerful community of evangelists who are invited into a ‘restricted’ part of Nokia and trusted to be the voice of the brand. This community is invited to ‘report’ via social networks on the exclusive news and content available to them. There is also an incentive scheme that motivates participation.

The Source has seen impressive take-up – Nokia estimates that the number of recommendations for Nokia products will exceed 300,000 in the first six months.

To book your place at the Awards Ceremony, please email john.owen@mobilemarketingmagazine.com or telephone +44 (0) 77696 74824. The event is strictly limited to 250 people. Tables of 10 cost £2,050, while individual seats are priced at £225.

And dont forget theres a native iOS app, a hybrid Android app, and a web app for other platforms, for the event. More details on that here.