Mobile device marketing and advertising platforms, methods, and systems

• US 8,417,556 B2
• Filed: 04/30/2010
• Issued: 04/09/2013
• 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: Tsakalos, Konstantinos, Giannakis, Konstantinos, Dendris, Nikolaos, Moukas, Alexandros, Kaskavelis, Christos, Kontarinis, Dimitrios, Nassiakou, Maria
• Primary Examiner(s): LOFTIS, JOHNNA RONEE
• Application Number:
  US12/771,893
• Publication Number:
  US 20110022473A1
• Time in Patent Office: 1,075 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. An advertising system, the system comprising:

a mobile marketing platform comprising;

an interactive wizard comprising a graphical user interface having input fields suitable for creating and configuring, via one or more computing devices, an advertising campaign targeted to users of a plurality of mobile devices, wherein the advertising campaign comprises a plurality of activities, each activity having one or more measurable performance metrics, wherein one of the plurality of activities is a hotspot activity,

a control center configured to control, via the one or more computing devices, communication between hotspots located within a network of interactive advertising displays, to track mobile device interactions with each hotspot, to collect, via the one or more computing devices, one or more measurable performance metrics relating to the hotspot activity, and to coordinate, via the one or more computing devices, the hotspot activity, each hotspot positioned near one of the interactive advertising displays, and

a content management system that interconnects the interactive advertising displays;

a plurality of transmitters, each transmitter adapted for pushing content of interest to a mobile device within one of the respective hotspots using a wireless protocol; and

each interactive advertising display having mobile connectivity allowing users to interact with the interactive advertising display by sending and receiving messages using a mobile device, the interactive advertising display configured to provide information to a user of the mobile device, the information associated with the content of interest and associated with at least one alternative communication channel for obtaining supplemental information associated with the content of interest.

2. The system of claim 1 wherein transmitter position information is used for contextual advertising messaging of the user of the mobile device.

3. The system of claim 1 wherein the wireless protocol is Bluetooth.

4. The system of claim 1 wherein the at least one alternative communication channel is selected from the group consisting of cellular, email, Wi-Fi, 3G, Wi-Max, and general packet radio service.

5. The system of claim 1 wherein the content management system publishes selected content items specified using the interactive wizard when the interactive wizard is completed by a user of the mobile marketing platform.

6. The system of claim 1 wherein the hotspot activity interfaces with the content management system to retrieve content dynamically from the content management system.

7. The system of claim 1 wherein the mobile marketing platform comprises a front end system comprising a user interface, and a back end system comprising a core engine, wherein the user interface comprises input fields suitable for specifying a duration, configuration, budget and objective for the hotspot activity and wherein the core engine comprises a plurality of software modules for processing data received from the user interface and running the hotspot activity.

8. The system of claim 1 wherein the interactive wizard comprises a configuration section by which a name is specified for the hotspot activity and a duration for the hotspot activity.

9. The system of claim 1 wherein success of the hotspot activity is measured using the metrics collected by the control center.

10. The system of claim 1 wherein the interactive advertising display and one of the plurality of transmitters is disposed in a kiosk.

11. The system of claim 1 wherein the hotspot activity comprises a template selected from the group consisting of invite-to-win activity, lucky store activity, and text to win treasure hunt activity.

12. The system of claim 1 wherein the interactive advertising display comprises sensors that facilitate interacting with users.

13. The system of claim 1 wherein the mobile marketing platform comprises a personalization engine configured to collect and filter profile information, the hotspot activity targeting an audience based upon the profile information.

14. The system of claim 1 wherein the interactive wizard provides a field for a shortcode address such that the shortcode address serves as a basis for mobile device interaction between the hotspot activity and a mobile device user.

15. The system of claim 1 wherein the mobile marketing platform comprises 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 mobile marketing platform and mobile devices.

16. The system of claim 1 wherein the mobile marketing platform comprises a mobile customer relationship management software module configured to form mobile communities.

17. The system of claim 16 wherein the customer relationship management software module comprises a dashboard interface comprising a broadcast panel and a communities panel.

18. The system of claim 17 wherein the broadcast panel is configured to transmit a data set to members of a user community.

19. The system of claim 17 wherein the communities panel displays information about a selected user community.

20. The system of claim 1 wherein the mobile marketing platform comprises a reporting module that displays performance indicators relating to the hotspot activity.