Mobile device marketing and advertising platforms, methods, and systems

• US 8,099,317 B2
• Filed: 01/30/2009
• 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: Nassiakou, Maria, Tsakalos, Konstantinos, Giannakis, Konstantinos, Dendris, Nikolaos, Ieronymakis, Joseph, Varelas, Ypatios, Tzikas, Ioannis, Moukas, Alexandros, Kaskavelis, Christos, Kontarinis, Dimitrios
• Primary Examiner(s): LOFTIS, JOHNNA RONEE
• Application Number:
  US12/363,523
• Publication Number:
  US 20090138338A1
• Time in Patent Office: 1,082 Days
• Field of Search: 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 computer-based mobile marketing and advertising 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, wherein the memory includes a set of subroutines that exchange messages using a plurality of different mobile communication channels between the platform and mobile devices;

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

wherein the plurality of modules comprises

a planning module;

an execution module;

and a site builder module;

the planning module comprising;

a definition module for setting a budget and one or more objectives for the executable interactive advertising campaign, wherein each objective is associated with at least one measurable performance metric; and

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

the execution module comprising;

design tools for designing the executable interactive advertising campaign from the interactive campaign design; and

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, an SMS message, an MMS message, a mobile advertising banner, and an e-mail, wherein the site builder module is accessible using a graphic user interface, wherein at least one of the plurality of activities is accessing a wireless application protocol site built and published using the site builder module,

the graphic user interface providing a user with at least one function selected from the group consisting of create a new site, copy an existing site, and clone a model site,

the site builder module configured to generate sites for use by the executable interactive advertising campaign.

2. The computer-based mobile marketing and advertising platform of claim 1 wherein the site builder module comprises a pre-configured template.

3. The computer-based mobile marketing and advertising platform of claim 1 wherein the site builder module constructs a sitemap by following an internal hyperlink.

4. The computer-based mobile marketing and advertising platform of claim 1 wherein the site builder module comprises a tree structure for managing a function site, the tree structure providing the user with at least one management subject selected from the group consisting of templates, pages, and published content.

5. The computer-based mobile marketing and advertising platform of claim 4 wherein the function site comprises a container within a section of a page in which an element may be edited.

6. The computer-based mobile marketing and advertising platform of claim 5 wherein the container comprises content selected from the group consisting of images, text, hyperlinks, logos, banners, and video.

7. The computer-based mobile marketing and advertising platform of claim 4 wherein the function site is a landing page to which a consumer is directed upon clicking a hyperlink.

8. The computer-based mobile marketing and advertising platform of claim 1 wherein the cloned model site comprises an editing canvas on which an element may be edited.

9. A computer-based mobile marketing and advertising campaign platform comprising:

a computer having a memory, the computer configured to execute a plurality of modules and store in the memory data used by the plurality of modules, wherein the plurality of modules comprises a planning module, an execution module, and a control module,

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 platform and mobile devices;

a first graphical user interface having input fields suitable for creating and configuring an executable interactive advertising campaign targeted to a target group of mobile device users, wherein the executable interactive advertising campaign comprises a plurality of activities, each activity having a measurable performance metric, wherein at least one of the plurality of activities is accessing a wireless application protocol site built and published using the site builder module;

the planning module comprising;

a definition module for setting a budget and one or more objectives for the executable interactive advertising campaign; and

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

the execution module comprising;

design tools for designing an executable interactive advertising campaign from the campaign design made from the templates; and

operating tools for causing the executable interactive advertising 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

the site builder module comprising;

a second graphic user interface, the second graphic user interface providing a user with at least one function selected from the group consisting of create a new site, copy an existing site, and clone a model site, wherein the site builder module generates content for display on the mobile devices;

wherein the second graphic user interface links both to the planning module and to the execution module.

10. The computer-based mobile marketing and advertising campaign of claim 9 wherein the content comprises advertising.

11. The computer-based mobile marketing and advertising campaign of claim 9 wherein the content comprises a website.

12. The computer-based mobile marketing and advertising campaign of claim 9 wherein the site builder module comprises a pre-configured template.

13. The computer-based mobile marketing and advertising campaign of claim 9 wherein the site builder module constructs a sitemap by following an internal hyperlink.

14. The computer-based mobile marketing and advertising campaign of claim 9 wherein the site builder module comprises a tree structure for managing the function site, the tree structure providing the user with at least one management subject selected from the group consisting of templates, pages, and published content.

15. The computer-based mobile marketing and advertising campaign of claim 14 wherein the function site comprises a container within a section of a page in which an element may be edited.

16. The computer-based mobile marketing and advertising campaign of claim 15 wherein the container comprises content selected from the group consisting of images, text, hyperlinks, logos, banners, and video.

17. The computer-based mobile marketing and advertising campaign of claim 9 wherein the cloned model site comprises an editing canvas on which an element may be edited.

18. The computer-based mobile marketing and advertising campaign of claim 9 wherein the function site is a landing page to which a consumer is directed upon clicking a hyperlink.

19. A non-transitory computer readable medium for implementing a mobile marketing and advertising platform comprising:

computer executable instructions configured as a plurality of software modules wherein the plurality of software modules comprises a planning module, an execution module, and a site builder module that, when the computer executable instructions are executed, cause a computer to;

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

set an objective for the executable interactive advertising campaign using the interactive wizard;

exchange messages using a plurality of different mobile communication channels between the mobile marketing platform and mobile devices using a set of subroutines;

cause, using the execution module, the executable interactive advertising campaign to execute over the plurality of different mobile communication channels, wherein the plurality of different mobile communication channels are selected from the group consisting of a wireless application protocol site, an SMS message, an MMS message, a mobile advertising banner, and an e-mail;

create a wireless application protocol site configured for use by the executable interactive advertising campaign using the graphical user interface;

publish the wireless application protocol site using the graphical user interface; and

set an expiration date for the wireless application protocol site using the graphical user interface.