Mobile Marketing Terminology and Washington’s Mobile Marketing Companies

MOBILE MARKETING TERMINOLOGY

Location-based services (LBS) refers to an applications ability to take advantage of a mobile devices abilityeither with GPS or triangulating between cell towersto pinpoint its users geo-location. The service can be used, for example, to bring up ads for nearby businesses and shops.

MMS is picture messaging. It is an enhancement to SMS that allows images, audio and video files to be transmitted with the text message to a cell phone.

Mobile Marketing is the practice of using mobile devices to communicate and engage with customers with the goal of promoting a product, service or brand.

Mobile Websites are websites designed specifically to be easily viewed on the small screens of mobile phones.

QR Code stands for Quick Response and it is a square, two-dimensional matrix bar code that can identify products. When scanned by a mobile phone, the QR code will point the user to web pages, trigger a phone call or text message, or display other information. Microsoft Tag is similar to QR codes and has many of the same goals but it can encode more information.

SMS, also known as texting, stands for Short Message Service. Messages are sent to regular cell phone numbers or to shorter numbers (short codes) established for business use.

WASHINGTON’S MOBILE MARKETING COMPANIES

Applications

>Cypress has provided award-winning web design for the Seattle Seahawks, Sonics and Sounders. It recently changed its business model to focus exclusively on developing mobile apps that enable consumers to bond with the brand.

>UIEvolution helps content owners develop and deliver data services and multimedia applications for mobile customers.

>Zumobi publishes free smartphone applications for media properties such as Msnbc.com, Motor Trend and Parenting Magazine, which are supported by advertisers including Mercedes-Benz, Microsoft and Best Buy.

Payments

>Billing Revolution provides technology that enables secure credit card purchases from a mobile phone.

>OpenMarket provides a comprehensive set of payment, messaging and emerging services. Its payment platform allows content merchants to charge consumers mobile purchases to their wireless bill.

Search

>Medio offers search and advertising services. Medio Mobile Search combines an intuitive user interface with recommendation and personalization technologies.

>Microsoft invests heavily in mobile display and search advertising solutions. It touts convergence and has offered national clients integrated campaigns for mobile, PC, TV and gaming.

>Point It is a search engine/landing page optimization and web analytics company with a strong focus on mobile marketing.

Messaging

>HipCricket utilizes text messaging, mobile websites, permission-based advertising networks and branded apps. National clients include Macys, Nestle, KFC, HBO and Clear Channel.

>Knovolo helps Honda and Toyota of Seattle to market cars via text messaging.

>Singlepoint works with major broadcast networks to deliver text-message campaigns based on TV shows, and offers an advertising platform that allows advertisers to place ads at the bottom of appropriate text messages.

Market Research

>Ground Truth takes usage data from mobile operators to establish mobile metrics, such as number of unique visitors, page views, sessions, session length and advertising clicks. The information is used by advertisers and marketers to optimize spending on mobile advertising.

>Mpires products are used to track online display advertisements and measure their effectiveness.