METHODOLOGIES AND SYSTEMS FOR MOBILE MARKETING AND ADVERTISING

• US 20080288310A1
• Filed: 05/15/2008
• Published: 11/20/2008
• Est. Priority Date: 05/16/2007
• Status: Abandoned Application

• Current Assignee: Apple Inc.
• Original Assignee: CVON Innovation Services Oy
• Inventors: Aaltonen, Janne, Ahopelto, Timo, Saru, Sami, Morley, Geoff
• Application Number:
  US12/120,901
• Publication Number:
  US 20080288310A1
• Time in Patent Office: Days
• US Class Current: 705/7
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0283 Price estimation or determination

Abstract

Methods and systems analyze the efficacy of mobile marketing and advertising taking into account more than those attributes which were originally selected for the selected target profile(s) associated with a mobile marketing or marketing or advertising campaign. More specifically, the analysis includes consideration of profile attributes that need not be subsets of the specified profile attributes. The analysis results may then be used to manage future mobile marketing or marketing or advertising campaigns or campaign phases more effectively.

Claims

1. A method of managing distribution of material to a plurality of mobile devices, the method comprising:

distributing first material to a plurality of mobile devices;

receiving at least one response to the first material;

analyzing the at least one response to the first material to determine at least one profile attribute associated with the at least one response, wherein the determined at least one profile is different than an indication that a response to first material was received; and

distributing subsequent material to a plurality of mobile devices based on the determined at least one profile attribute.

2. The method of claim 1, wherein the at least one profile attribute is different than and not necessarily included as a subset of any attribute used for distributing the first material, if a profile attribute is used for distributing the first material.

3. The method of claim 1, wherein the distributing first material is performed based on at least one pre-selected target profile attribute associated with a target audience.

4. The method of claim 3, wherein the at least one pre-selected target profile attribute is provided by an advertiser.

5. The method of claim 3, wherein the at least one pre-selected target profile attribute is provided by an advertising channel provider.

6. The method of claim 3, wherein the at least one pre-selected target profile attribute indicates an attribute of a mobile device or mobile device user.

7. The method of claim 1, wherein analyzing the at least one response to the first material generates profile information for each mobile device and/or mobile device user responding to the first material.

8. The method of claim 7, wherein distribution of subsequent material is performed based on the at least one determined profile attribute and profile information generated by the analysis of the at least one response to the first material.

9. The method of claim 1, wherein the first material is the same format of material as the subsequent material.

10. The method of claim 9, wherein the first material is distributed via SMS.

11. The method of claim 9, wherein the first material is distributed via MMS.

12. The method of claim 1, wherein the first material is the same type of material as the subsequent material.

13. The method of claim 12, wherein the first material includes text.

14. The method of claim 12, wherein the first material includes video.

15. The method of claim 12, wherein the first material includes audio.

16. The method of claim 1, wherein the distribution of the first material is performed randomly.

17. The method of claim 1, wherein the distribution of the first material is performed based on at least one pre-selected profile attribute.

18. The method of claim 17, wherein the analysis of the at least one response to the first material determines at least one profile attribute that is different than and not necessarily included as a subset of any attribute pre-selected for use in distributing the first material and the analysis compares responsiveness to the first material based on the determined at least one profile attribute and the pre-selected profile attribute.

19. The method of claim 18, further comprising:

determining a cost associated with distribution of the subsequent material using the pre-selected profile attribute; and

determining a cost associated with distribution of the subsequent material based on the determined at least one profile attribute.

20. The method of claim 1, wherein receipt of at least one response to the first material is performed via an Application Program Interface.

21. A method of analyzing efficacy of distribution of material to a plurality of mobile devices, the method comprising:

receiving at least one response to first material distributed to a plurality of mobile devices; and

analyzing the at least one response to the first material to determine at least one profile attribute associated with the at least one response, wherein the determined at least one profile is different than an indication that a response to first material was received.

22. The method of claim 21, wherein the at least one profile attribute is different than and not necessarily included as a subset of any attribute used for distributing the first material, if a profile attribute is used for distributing the first material.

23. The method of claim 21, wherein the first material is distributed based on at least one pre-selected target profile attribute associated with a target audience.

24. The method of claim 23, wherein the at least one pre-selected target profile attribute is provided by an advertiser.

25. The method of claim 23, wherein the at least one pre-selected target profile attribute is provided by an advertising channel provider.

26. The method of claim 23, wherein the at least one target profile attribute indicates an attribute of a mobile device or mobile device user.

27. The method of claim 21, wherein analyzing the at least one response to the first material generates profile information for each mobile device and/or mobile device user responding to the first material.

28. The method of claim 21, wherein the first material is distributed randomly.

29. The method of claim 21, wherein the first material is distributed based on the at least one profile attribute associated with a mobile device and/or mobile device user to receive the first material.

32. The method of claim 21, wherein receipt of at least one response to the first material is performed via an Application Program Interface.

30. The method of claim 30, wherein the analysis of the at least one response to the first material determines at least one profile attribute that is different than and not necessarily included as a subset of any attribute pre-selected for use in distributing the first material and the analysis compares responsiveness to the first material based on the determined at least one profile attribute and the pre-selected profile attribute.

31. The method of claim 31, further comprising:

determining a cost associated with distribution of the subsequent material using the pre-selected profile attribute; and

determining a cost associated with distribution of the subsequent material based on the determined at least one profile attribute.

33. A system for managing distribution of material to a plurality of mobile devices, the system comprising:

an advertising management system configured to store first and subsequent material to a plurality of mobile devices;

a gateway, coupled to the advertising management system and configured to distribute first material to the plurality of mobile devices at the direction of the advertising management system; and

a feedback analysis system configured to receive at least one response to the first material and to analyze the at least one response to the first material to determine at least one profile attribute associated with the at least one response, wherein the determined at least one profile is different than an indication that a response to first material was received,

wherein, the advertising management system is configured to direct the gateway to distribute subsequent material to a plurality of mobile devices based on the determined at least one profile attribute.

34. The system of claim 33, wherein the at least one profile attribute is different than and not necessarily included as a subset of any attribute used for distributing the first material, if a profile attribute is used for distributing the first material.

35. The system of claim 33, wherein the advertising management system is configured to distribute first material based on at least one pre-selected target profile attributes associated with a target audience.

36. The system of claim 35, wherein the at least one pre-selected target profile attribute is provided by an advertiser.

37. The system of claim 35, wherein the at least one pre-selected target profile attribute is provided by an advertising channel provider.

38. The system of claim 35, wherein the at least one pre-selected target profile attribute indicates an attribute of a mobile device or mobile device user.

39. The system of claim 35, wherein the feedback analysis system is configured to analyze the at least one response to the first material and generate profile information for each mobile device and/or mobile device user responding to the first material.

40. The system of claim 39, wherein the advertising management system is configured to perform distribution of subsequent material based on the at least one determined profile attribute and profile information generated by the analysis of the at least one response to the first material.

41. The system of claim 33, wherein the first material is the same format of material as the subsequent material.

42. The system of claim 41, wherein the first material is distributed via SMS.

43. The system of claim 41, wherein the first material is distributed via MMS.

44. The system of claim 33, wherein the first material is the same type of material as the subsequent material.

45. The system of claim 44, wherein the first material includes text.

46. The system of claim 44, wherein the first material includes video.

47. The system of claim 41, wherein the first material includes audio.

48. The system of claim 33, wherein the distribution of the first material is performed randomly.

49. The system of claim 33, wherein the distribution of the first material is performed based on a pre-selected at least one profile attribute.

50. The system of claim 33, wherein the feedback analysis system is configured to determine at least one profile attribute that is different than and not necessarily included as a subset of any pre-selected attribute for use in distributing the first material and the feedback analysis system compares responsiveness to the first material based on the determined at least one profile attribute and at least one pre-selected profile attribute used to distribute the first material.

51. The system of claim 33, further comprising a billings system that is configured to determine a cost associated with distribution of the subsequent material using a pre-selected profile attribute used for distribution of the first material, and to determine a cost associated with distribution of the subsequent material based on the determined at least one profile attribute.

52. The system of claim 33, wherein receipt of at least one response to the first material is performed via an Application Program Interface.

53. A system for analyzing efficacy of distribution of material to a plurality of mobile devices, the system being configured to:

receive at least one response to first material distributed to a plurality of mobile devices; and

analyze the at least one response to the first material to determine at least one profile attribute associated with the at least one response, wherein the determined at least one profile is different than an indication that a response to first material was received.

54. The system of claim 53, wherein the at least one profile attribute is different than and not necessarily included as a subset of any attribute used for distributing the first material, if a profile attribute is used for distributing the first material.

55. The system of claim 53, wherein the first material is distributed based on at least one target profile attribute associated with a target audience.

56. The system of claim 55, wherein the at least one target profile attribute is provided by an advertiser.

57. The system of claim 55, wherein the at least one target profile attribute is provided by an advertising channel provider.

58. The system of claim 55, wherein the at least one target profile attribute indicates an attribute of a mobile device or mobile device user.

59. The system of claim 55, wherein the analysis of the at least one response to the first material generates profile information for each mobile device and/or mobile device user responding to the first material.

60. The system of claim 53, wherein the first material is distributed randomly.

61. The system of claim 53, wherein the first material is distributed based on the at least one profile attribute associated with a mobile device and/or mobile device user to receive the first material.

62. The system of claim 53, wherein the analysis of the at least one response to the first material determines at least one profile attribute that is different than and not necessarily included as a subset of any attribute pre-selected for use in distributing the first material and the analysis compares responsiveness to the first material based on the determined at least one profile attribute and the pre-selected profile attribute.

63. The system of claim 53, wherein receipt of at least one response to the first material is performed via an Application Program Interface.

64. An article of manufacture for analyzing efficacy of distribution of material to a plurality of mobile devices, the article of manufacture comprising a machine readable medium containing one or more programs which when executed implement the steps of:

receiving at least one response to first material distributed to a plurality of mobile devices; and

analyzing the at least one response to the first material to determine at least one profile attribute associated with the at least one response, wherein the determined at least one profile is different than an indication that a response to first material was received.

65. The article of manufacture of claim 64, wherein the at least one profile attribute is different than and not necessarily included as a subset of any attribute used for distributing the first material, if a profile attribute is used for distributing the first material.