Mobile device marketing and advertising platforms, methods, and systems

• US 8,099,316 B2
• Filed: 07/09/2008
• Issued: 01/17/2012
• Est. Priority Date: 07/09/2007
• Status: Expired due to Fees

• Current Assignee: Red Rock, Series 58 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Velti PLC
• Inventors: Moukas, Alexandros, Kaskavelis, Christos, Kontarinis, Dimitrios, Nassiakou, Maria, Tsakalos, Konstantinos, Giannakis, Konstantinos, Dendris, Nikolaos
• Primary Examiner(s): LOFTIS, JOHNNA RONEE
• Application Number:
  US12/170,051
• Publication Number:
  US 20090089131A1
• Time in Patent Office: 1,287 Days
• Field of Search: 705/10, 705/7.29
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 10/0631 Resource planning, allocation, distributing or scheduling for enterprises or organisations
• CPC Class Codes: G06Q 20/108 Remote banking, e.g. home banking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0212 Chance discounts or incentives
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

A mobile marketing campaign platform and method including: a planning module including: a definition module for setting budget and objectives; and a design module for designing the campaign utilizing a plurality of templates; an execution module including: design tools for designing an executable campaign from the campaign design made from the templates; and operating tools for causing the executable campaign to execute over multiple mobile services; and a reporting module including: tracking means for tracking at least one of a campaign activity, the campaign performance objectives; and the brand performance objectives.

Claims

1. A mobile marketing campaign platform comprising:

a computer having a memory, the computer configured to execute a plurality of modules and store data used by the plurality of modules in the memory;

a mobile service manager comprising an application server that includes a set of subroutines that exchange messages using a plurality of different mobile communication channels between the computer and mobile devices; and

a graphical user interface having input fields suitable for creating and configuring an executable interactive advertising campaign targeted to mobile device users, wherein the executable interactive advertising campaign comprises a plurality of interactive campaign activities,

wherein the plurality of modules comprises

a planning module comprising;

a definition module for setting budget and objectives; and

a design module for designing an interactive campaign utilizing a plurality of templates or custom interactive campaign activities;

an execution module comprising;

design tools for designing an executable interactive campaign from the interactive campaign design made from the templates or custom interactive campaign activities; and

operating tools for causing the executable interactive campaign to execute over the plurality of different mobile communication channels, wherein one of the communication channels is, SMS messages; and

a reporting module comprising;

a tracking module for tracking the plurality of interactive campaign activities, campaign performance objectives; and

brand performance objectives, wherein the brand is a feature of the interactive campaign, the reporting module configured to generate an alert when one of the campaign performance objectives or the brand performance objective will not be met, the execution module and the reporting module are accessible through the graphical user interface.

2. The mobile marketing campaign platform of claim 1 further comprising a TextApp Server configured to respond to text received via SMS, wherein execution of each activity is performed using a state machine representation, wherein the executable interactive advertising campaign is provided as a series of states in the state machine representation and wherein the TextApp Server is configured to change one or more of such states in response to a SMS message received from one or more of the mobile device users.

3. The mobile marketing campaign platform of claim 1 further comprising a personalization engine configured to receive and filter profile information, the executable interactive campaign targeting an audience based on the profile information.

4. A mobile marketing campaign method comprising the steps of:

planning an interactive campaign using a computer-based mobile marketing campaign platform, comprising the steps of;

defining a budget and objectives; and

designing the interactive campaign utilizing a plurality of templates or custom campaign activities, each objective comprising performance targets;

executing the interactive campaign using the computer-based mobile marketing campaign platform comprising the steps of;

designing an executable campaign from the campaign design made from the templates or custom campaign activities; and

executing the interactive campaign over a plurality of different mobile communication channels, the mobile communication channels comprising mobile websites, mobile device advertisements, and text messages; and

reporting the results of the interactive campaign comprising the steps of;

tracking at least one of a campaign activity using the computer-based mobile marketing campaign platform, the campaign performance objectives and the brand performance objectives, wherein the brand is a feature of the interactive campaign; and

generating an alert when one of the campaign performance objectives or the brand performance objective will not be met based on the performance targets.

5. The method of claim 4 further comprising the step of automatically selecting a corrective action using the computer-based mobile marketing campaign platform when one of the campaign performance objectives or the brand performance objective will not be met.

6. A mobile device campaign based advertising system, the system comprising:

a mobile service manager comprising an application server that includes (a) a set of subroutines that exchange messages using a plurality of different mobile communication channels between the platform and mobile devices and (b) a state machine definition and a state machine execution runtime system configured to function with an arbitrary number of mobile device users;

a user interface that links to a planning module; and

an execution module;

the planning module comprising;

a definition module for setting budget and objectives, each objective having at least one performance metric; and

a design module for designing an interactive campaign utilizing a plurality of templates or custom campaign activities;

the execution module comprising;

design tools for designing an executable interactive campaign from the campaign design made from the templates or the custom campaign activities;

operating tools for causing the executable interactive campaign to execute over a the plurality of different mobile communication channels, wherein the executable interactive campaign comprises a plurality of activities, wherein execution of each activity is performed using a state machine representation described by the state machine definition and run by the state machine execution runtime system, wherein the executable interactive campaign is provided as a series of states in the state machine representation and wherein the mobile service manager is configured to change one or more of such states in response to a SMS message received from one or more of the mobile device users.

7. A mobile marketing campaign platform comprising:

a computer having a memory, the computer configured to execute a plurality of modules and store data used by the plurality of modules in the memory;

a mobile service manager comprising an application server that includes a set of subroutines that exchange messages using a plurality of different mobile communication channels between the computer and mobile devices;

a planning module comprising;

a definition module for setting budget and objectives, each objective having at least one performance metric; and

a design module for designing an interactive campaign utilizing a plurality of templates or custom campaign activities; and

an execution module comprising;

design tools for designing an executable interactive campaign from the campaign design made from the templates or the custom campaign activities;

operating tools for causing the executable interactive campaign to execute over the plurality of different mobile communication channels selected from the group consisting of a wireless application protocol site, a SMS message, a MMS message, a mobile advertising banner, and an e-mail; and

a reporting module comprising a toolset configured to correlate advertising expenditure with sales results and customer interest resulting from the executable interactive campaign, the reporting module configured to track performance of the executable interactive campaign and activities relative to one or more preset performance targets, wherein each performance target is set for each performance metric.

8. The mobile marketing campaign platform of claim 7 further comprising a community module, the community module associated with the executable interactive campaign, the community providing a forum to a user community for additional content related to the campaign.

9. The mobile marketing campaign platform of claim 8 wherein the user community comprises a segment of members targeted by the interactive campaign.

10. The mobile marketing campaign platform of claim 8 further comprising a broadcast module, the broadcast module configured to transmit a data set to members of the user community.

11. A mobile marketing campaign method comprising the steps of:

planning an interactive campaign comprising the steps of;

defining a budget and objectives using a computer-based mobile marketing platform; and

designing the interactive campaign utilizing a plurality of templates or custom campaign activities using the computer-based mobile marketing platform;

creating a mobile community having subscribers within a computer-based social network using a mobile customer relationship management module; and

executing the interactive campaign comprising the steps of;

designing an executable interactive campaign from the interactive campaign design made from the templates or custom campaign activities using a computer-based wizard that is part of the computer-based mobile marketing platform; and

broadcasting elements of the executable interactive campaign to the subscribers using the computer-based mobile marketing platform.

12. The method of claim 11 wherein the mobile community is associated with the executable interactive campaign, the community providing a forum for additional content related to the interactive campaign.

13. The method of claim 12 wherein the mobile community comprises a members targeted by the interactive campaign.

14. A targeted mobile marketing campaign method comprising the steps of:

planning an interactive campaign comprising the steps of;

defining a budget and objectives using a computer-based mobile marketing campaign platform;

collecting and filtering profile information;

designing the interactive campaign utilizing a plurality of templates or custom campaign activities and the profile information and;

setting performance targets for an executable interactive campaign;

executing the interactive campaign comprising the steps of;

designing the executable interactive campaign comprising a plurality of states from the campaign design made from the templates or the custom campaign activities using the computer-based mobile marketing campaign platform;

transmitting messages using a plurality of different mobile communication channels from the computer-based mobile marketing campaign platform to a plurality of mobile devices;

causing the executable interactive campaign to execute over the plurality of different mobile communication channels selected from the group consisting of a wireless application protocol site, a SMS message, a MMS message, a mobile advertising banner, and an e-mail to an audience based upon the profile information;

transmitting responses to SMS messages received from the plurality of mobile devices after the SMS messages have been processed by a text matching algorithm, the responses generated in response to a change in one of the states; and

generating alerts for an operator of the targeted mobile marketing campaign when the performance targets will not be met.

15. The targeted mobile marketing campaign method of claim 14 wherein the profile information comprises a demographic criterion.

16. The targeted mobile marketing campaign method of claim 15 wherein the demographic criterion is selected from the group consisting of:

age, gender, ethnicity, nationality, income, profession, religion, geographic location, education, home and ownership.