A&N Media has selected mobile marketing firm Velti to supply a mobile CRM platform for a number of its publications and websites. A&N Media appointed Velti following a competitive bid. Velti’s platform will power mobile CRM activity for the Daily Mail, Metro, Evening Standard, Jobsite, Findaproperty, Teletext and Northcliffe Regional Newspapers.
Velti already handles A&N Media’s display ad serving capabilities across the Unanimis mobile ad network. The addition of the CRM platform will enable A&N Media to deliver integrated marketing campaigns, built on an in-depth understanding of its customers.
“Mobile is becoming an increasingly important media channel for engaging our customers,” says Neil Johnson, managing director of Teletext Mobile, a division of A&N Media. “Providing a sophisticated CRM platform to complement A&N Media’s own central customer platform will allow us to offer additional value, as we gain an even deeper understanding of the needs and desires of our customers. Our partnership with Velti will enable us to establish direct dialogue with our customers, thereby allowing us to develop and generate revenue from content and products with greater relevance and value.” 
A&N Media says it expects to launch over 100 mobile campaigns across the 140 titles in the A&N Media portfolio using Veltis mGage platform, beginning this month. The campaigns will include text-to-win promotions, crossword puzzles and a range of other interactive mobile elements.
“Mobile provides media companies with a very personal way to interact with their audiences, and can be a powerful way to extend customer loyalty around a brand,” says Stephen Upstone, VP of sales and business development across Europe for Velti. “Our work with A&N Media will begin by leveraging existing customer analysis, from which we will develop a specific customer database to understand better the consumption habits across some of A&N Media’s leading mobile and print brands. This, in turn, will enable us to develop tailored communications campaigns for A&N Media, addressing the needs of key audience segments.”
