Acxiom Corporation and Acuity Mobile Partner to Power Targeted Mobile Marketing Solutions
Wednesday, 23 May 2007
Acxiom Corporation and Acuity Mobile on Monday announced a powerful new mobile marketing solution that integrates world-class consumer data and behavioral analytics with the industry’s leading real-time mobile content delivery platform. The new mobile marketing solution exceeds current industry offerings by marrying Acxiom’s data and analytical capabilities with Acuity Mobile’s location-based technology and Spot Relevance offering — the ability to deliver mobile content to the right user based on time, context, location and user preferences.
The announcement comes as a result of an agreement between Acuity Mobile, the leader in targeted wireless marketing technologies, and Acxiom Corporation (Nasdaq: ACXM; www.acxiom.com), a global leader in customer information management and technology.
“Consumer opt-in, technology, and consumer data will enable real-time, location-aware, user-targeted mobile marketing,” said Greg Hogue, Acxiom’s industry executive for travel and entertainment and media/communications. “As a result, we expect mobile marketing to grow significantly in adoption and acceptance moving forward. The partnership with Acuity Mobile further advances this trend by pairing two industry-leading companies who together can deliver relevant, timely offerings customized to the individual.”
Acuity Mobile's patented Embedded Mobile Advertising Platform (EMAP) is the only mobile marketing solution that delivers Spot Relevance. By incorporating customer information data from Acxiom into the EMAP Preference Engine, the technology platform will facilitate relevant content delivery to a specific person based on preferences, time, context and location. This partnership will further allow clients to heighten marketing ROI and deepen customer relationships through a new mobile channel.
As an example, a customer who opts-in may receive a text message offer of a discount when the customer is in close physical proximity to the client’s business location. This targeted mobile marketing features convenient offers based on the customer’s preferences and delivered at a time the customer may be more likely to act on the marketing offer.
“Adoption of mobile marketing is on the rise, and more organizations want a solution that benefits the end user and further increases market acceptance,” said Alan Sultan, president of Acuity Mobile. “We welcome the opportunity to power Acxiom’s mobile solutions as well as further enhance our mobile content delivery technology by integrating Acxiom’s powerful data and analytics capabilities into our EMAP Preference Engine. This partnership gives our clients unprecedented targeting capability to ensure Spot Relevance.”