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Describe your company and what role does it play in the mobile marketing ecosystem?
With more than 30 million users (growing by over 1 million per month), Myxer is a leading U.S. destination for mobile entertainment and a pioneer in the delivery of ad-supported content (ringtones, wallpapers, videos, apps, games). We have amassed a huge catalog of great content from more than 100,000 artists, bands, distributors and labels including EMI, The Orchard, The Travel Channel and many more. To date Myxer has delivered more than 1 billion mobile downloads. At its core, the Myxer platform radically simplifies mobile content delivery across all carriers and handsets.
How does your company add value or differentiate itself in the marketplace?
Myxer is unique as a popular web and mobile web destination, as well as a robust technology platform. From a content owner’s point of view, Myxer is the easiest way to create and distribute mobile content and establish a presence in Mobile. From an advertiser and brand’s point of view, Myxer provides many high impact and targeted opportunities to reach a large, engaged and desirable audience across both the web and mobile. For a brand who wants to offer branded mobile content Myxer is the fastest and easiest solution, with a built in audience. From a consumer’s point of view Myxer offers a massive selection of great entertainment and personalization content across all handsets and carriers, without the burden of subscriptions or hidden fees.
What advice would you give to someone who is new to mobile marketing?
Don’t think of mobile in a silo or solely as part of a campaign based strategy. Think of mobile as a way to engage with your customer long term, and build a relationship with them through a very personal device. Think of mobile as something that can be easily integrated into a broader marketing strategy across all media including digital, print, TV, radio, out of home, etc.
What is the one thing you wish you would have known before getting into the mobile marketing industry?
Ha. That it was going to take THIS LONG for the capabilities of handsets and networks to catch up with the vision of the industry. The other important thing is the fact that consumer behavior is more important than technology.
Would you like to mention one of your successful campaigns?
I am pleased to say we’ve had many successful campaigns on Myxer. One that stands out in particular is the campaign we ran for Ford’s 2010 Mustang, because it leveraged so many integrated aspects of what Myxer has to offer, including high impact advertising and creative uses of both Brand Supplied and User Uploaded mobile content.
What are 3 three things one should do to ensure a successful MM campaign?
One: Target the right audience. With the personal nature of a mobile device, narrow casting is most effective.
Two: Take advantage of all aspects of MM, from mobile display ads, to SMS ads and programs, to mobile content and text services that live beyond your campaign.
Three: Leverage the support of other media (digital, print, TV/Radio, Out of Home, Point of Purchase) to drive awareness and traffic to your mobile initiatives.
How does Mobile Marketing Association help you drive your mobile strategy?
The MMA is great for enabling us to be able to share data and experiences and learn from others in the industry, as well as find consistencies in practices that raise the awareness and performance of the industry as a whole.
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