US integrated marketing agency T3 is adding a full mobile practice to its arsenal of services designed to build closer connections between customers and brands. The agency says it is bringing mobile marketing capabilities in-house to reflect its integrated approach to mobile across strategy, media, creative, analytics and production.
T3 has partnered with mobile marketing technology and services provider iLoop Mobile, and will use iLoops platform to create, manage and analyze mobile campaigns. The platform enables control over SMS messaging, mobile site creation, site optimization and other capabilities. T3 will provide native application development.
The two companies say they share the belief that a successful mobile practice creates effective marketing programs that integrate mobile initiatives and interactivity into the total marketing plan, rather than relying on mobile as a standalone tactic.
T3s investment in mobile reflects the increasing quantity and quality of consumer engagement on mobile devices. According to Nielsen, mobile Internet usage will rise from last years 38 million users to 104 million in 2010. And CTIA -The Wireless Association reports that a trillion text messages were sent in the US during 2008.
We see mobile as connective tissue that ties a range of touch points together, says Ben Gaddis, who recently joined T3 as Director of Mobile and Emerging Media Strategy. Mobile is a functional and measurable medium. Our goal is to reach customers wherever they are and measure impact along the way.
Previously Vice President of Business Development at ipsh, Omnicoms mobile agency, Gaddis has developed mobile campaigns for brands such as American Airlines, Nokia, AT&T and Frito Lay. Readers based in the US can get more information on T3 by texting T3 to 62407.