Mobile device marketing and advertising platforms, methods, and systems

• US 8,099,318 B2
• Filed: 01/30/2009
• Issued: 01/17/2012
• Est. Priority Date: 07/09/2007
• Status: Active Grant

• Current Assignee: Red Rock, Series 58 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Velti PLC
• Inventors: Dendris, Nikolaos, Moukas, Alexandros, Kaskavelis, Christos, Kontarinis, Dimitrios, Nassiakou, Maria, Tsakalos, Konstantinos, Giannakis, Konstantinos
• Primary Examiner(s): LOFTIS, JOHNNA RONEE
• Application Number:
  US12/363,541
• Publication Number:
  US 20090271267A1
• 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 platform, the 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 plurality of modules comprises a planning module, an execution module, and a control module, wherein the memory includes a set of subroutines that exchange messages using a plurality of different mobile communication channels between the computer and mobile devices, the execution module and the control module configured to execute and monitor a plurality of advertising campaigns simultaneously;

an interactive wizard comprising a graphical user interface having input fields suitable for creating and configuring an advertising campaign targeted to a target group of mobile device users, wherein the advertising campaign comprises a plurality of activities, each activity having a measurable performance metric, wherein at least one of the plurality of activities is a hotspot activity;

the planning module comprising;

a definition module for setting a budget and one or more objectives for the 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 campaign from the interactive campaign design;

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

the control module comprising;

a manager template, the manager template accessible using the graphic user interface and comprising a component to communicate with a hotspot configured to perform proximity marketing activities; and

a control center capable of collecting, storing, and forwarding content used during the hotspot activity and communicating with mobile devices participating in the hotspot activity.

2. The computer based mobile marketing platform of claim 1 wherein the control module receives content from the hotspot.

3. The computer based mobile marketing platform of claim 1 wherein the interactive wizard is configured to allow a campaign manager and an account manager to edit, send and approve a proposal for the interactive campaign comprising at least one of a campaign level or an activity level.

4. The computer based mobile marketing platform of claim 1 wherein a platform user identifies an activity and selects the content of the activity.

5. The computer based mobile marketing platform of claim 4 wherein the platform user defines the hotspot through which the activity will be routed to a mobile device.

6. The computer based mobile marketing platform of claim 1 wherein a mobile device user is prompted to activate the mobile device upon passing by the hotspot.

7. The computer based mobile marketing platform of claim 1 wherein a plurality of content is transmitted from a plurality of hotspots to a mobile device in random order.

8. The computer based mobile marketing platform of claim 1 wherein a plurality of content is transmitted from a plurality of hotspots to a mobile device in sequential order.

9. The computer based mobile marketing platform of claim 1 wherein the control center is further capable of tracking the content sent by the hotspot to a mobile device and tracking the content sent by the mobile device to the hotspot.

10. The computer based mobile marketing platform of claim 9 wherein the control center transmits future content to the mobile device based on past content received by the mobile device.

11. A computer-based mobile marketing 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 computer and mobile devices;

an interactive wizard comprising a graphical user interface having input fields suitable for creating and configuring an advertising campaign targeted to a target group of mobile device users, wherein the advertising campaign comprises a plurality of activities, each activity having a measurable performance metric, wherein at least one of the plurality of activities is a hotspot activity;

the planning module comprising;

a definition module for setting a budget and one or more objectives for the advertising campaign, wherein each objective is associated with at least one of the measurable performance metrics; 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 campaign from the campaign design made from the templates; and

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

the control module comprising;

a manager template, the manager template accessible using the graphic user interface and comprising a component to communicate with a hotspot configured for proximity marketing activities; and

a control center capable of collecting, storing, and forwarding content used during the hotspot activity and communicating with mobile devices participating in the hotspot activity.

12. The computer based mobile marketing platform of claim 11 wherein the proximity marketing comprises a contest played on the mobile devices such that messages are delivered from the control center to the mobile devices when such devices are proximal to the hotspot, the messages including clues that direct users of the mobile devices to other hotspots in communication with the control center.

13. The computer based mobile marketing platform of claim 12 wherein the hotspot is in a close proximity to a mobile device and the content is relevant within the close proximity.

14. The computer based mobile marketing platform of claim 11 wherein a platform user identifies an activity and selects the content of the activity.

15. The computer based mobile marketing platform of claim 14 wherein the hotspot is a Bluetooth hotspot and the hotspot activity is selected from the group consisting of Bluehunting, and a “

Hot”

or “

Cold”

contest.

16. A non-transitory computer readable media for implementing a mobile marketing 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 control 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 advertising campaign targeted to mobile devices, wherein the advertising campaign comprises a plurality of activities, wherein at least one of the plurality of activities is a hotspot activity;

set an objective for the 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 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;

communicate, using the control module, with a hotspot through the graphical user interface;

collect and forward content used during the hotspot activity between the mobile marketing platform and the mobile devices participating in the hotspot activity;

communicate with mobile devices participating in the hotspot activity; and

measure a performance metric associated with the hotspot activity relative to the set objective.

17. The non-transitory computer readable media for implementing a mobile marketing platform of claim 16 wherein the measured performance metric of the hotspot activity comprises tracking mobile device downloads of content from mobile devices participating in the hotspot activity.

18. The non-transitory computer readable media for implementing a mobile marketing platform of claim 16 wherein the content is selected from the group consisting of digital music, digital video, a wallpaper, a picture, and a ringtone.

19. The non-transitory computer readable media for implementing a mobile marketing platform of claim 16 wherein when the computer executable instructions are executed, cause the computer to populate a campaign brief comprising attributes, a description of the campaign and a schedule with a start date and an end date.

20. The non-transitory computer readable media for implementing a mobile marketing platform of claim 16 wherein when the computer executable instructions are executed, the hotspot is configured to initiate the hotspot activity, which includes a contest played on the mobile devices such that messages are delivered to the mobile devices when such devices are proximal to the hotspot, the messages including clues that direct users of the mobile devices to other hotspots in communication with the computer.