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Describe your company and what role does it play in the mobile marketing ecosystem?
ObjectFX is a spatial software technology company. Our specialties include real time evaluation of large volumes of time-stamped location data in many scenarios, including mobile caller location analysis. In the Mobile Marketing and Advertising value chain, ObjectFX lies between caller location data providers (e.g. location aggregators) and the platforms that trigger the delivery of the actual messages.
How does your company add value or differentiate itself in the marketplace?
As a mobile advertising enabler, ObjectFX’s technology enables the intelligent forwarding of messages to mobile users by comparing their location to rule sets governing user relationship to known points of interest, proximity, timeframes and user preferences. This acute targeting leads to higher conversion rates.
What advice would you give to someone who is new to mobile marketing?
- Take your time and do your homework.
- Don't be afraid to try new things.
- Leverage the best technology available.
- Make sure you have more than a token commitment from the highest levels of your organization in both budget and time to allow your program to blossom and come to fruition.
What is the one thing you wish you would have known before getting into the mobile marketing industry?
A better understanding of the value chain, the various types of players in the mobile marketing arena, their roles and interaction.
Would you like to mention one of your successful campaigns?
The explosion of mobile advertising and its correspondingly high expectations bring with it some very big questions:
How do you HIT THE TARGET without overwhelming users? How do you AVOID IRRELEVANT MESSAGES?
How do you really GAIN ATTENTION?
The PROBLEM: Just because a driver is within a mile from a “Quickie Oil Change” location doesn't mean s/he is always going to stop for service--even for a special price. Can you imagine your mobile device inviting you 20 times a day for services and deals you have no intention of exercising? Soon there will be so much data available from advertising that there will be too much for users to selectively process. How do we turn this inevitable flood of data into valued, actionable information?
The SOLUTION: Rather than broadcasting messages to all users who enter a vendor's geographical sphere of influence, why not provide invitations that users will welcome because they are based on the users’ own personalized interests? What if our industry could automatically detect opportunities of confirmed interest to each user? Why not present invitations only when within reasonable proximity and at acceptable times for each user? Would users be more likely to act on them? Many will--if it is the right information at the right time.
The marriage of mobile advertising with intelligent spatial processing becomes a reality with SpatialRules from ObjectFX. SpatialRules enables advertisers to pinpoint users with messages that are highly relevant, well-received and at high conversion rates. Think of SpatialRules as "smart bombs" instead of the traditional "carpet bomb" advertising that is untargeted and largely unproductive.
An EXAMPLE: Consider “Ms. X”. Like most people, Ms. X has some lifestyle interests that she would be willing to share with her service provider. For starters, Ms. X:
- Loves sushi
- Is a watercolorist and sometimes visits art galleries when she has time
- Is a wine enthusiast and likes to visit wineries
- Knits as a hobby
There are other important things about Ms. X that she would be willing to share. She:
- Would appreciate being informed automatically about things she is interested in
- Dines between 11:45 AM and 1:15 PM and prefers to have dinner between 6 PM and 7:30 PM
- Lives in the Denver metro area and travels on business, usually 2-3 cities for 4-10 days per month
| It’s 11:30 and Ms. X is in a city new to her. How can the local sushi bars invite her to lunch? Ms. X is within a mile of an art museum. How will she know without asking?
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How does Mobile Marketing Association help you drive your mobile strategy?
The MMA has been very helpful by holding its conferences and meetings in venues that allow members from all facets of the mobile marketing ecosystem to come together and conduct business at multiple levels. ObjectFX appreciates the invitation to actively participate in the Location Based Advertising initiative within the MMA.