Swrve updates mobile platform with micro targeting tools

Swrve has updated its mobile platform for customer communications by adding micro targeting tools. Swrve 3.0 processes real-time behavioral data from multiple sources, builds audiences, and triggers messaging based on user behavior. Presently, the platform processes 14 billion events daily, and can respond to customer actions by serving up messaging on any channel via a unified, multi-channel workflow.

From the release: “Eighty-four percent of consumers say the communications sent to them from businesses are irrelevant. Fifty-two percent say they switch brands because of this,” said Christopher Dean, CEO at Swrve. “Some of the world’s largest organizations are already deploying the new Swrve 3.0 platform, which unites powerful microtargeting capabilities with multi-channel campaign workflows to enable them to win more moments of customer engagement across mobile, web, email and streaming TV apps.”

Link: Swrve Press

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Oracle Marketing Cloud now has SMS Public Aggregator Network

Oracle has updated its Marketing Cloud with an application for its SMS Public Aggregator Network. Oracle’s SPAN is a self-service application within Oracle Marketing Cloud that makes it easier for customers to find, order, and manage SMS services directly from the aggregator of their choice. Products in the Oracle Marketing Cloud include Oracle Eloqua, Oracle Responsys, Oracle BlueKai, Oracle Maxymiser.

From the release: “Marketers want to take advantage of mobile channels, but there are often too many barriers in the way. For SMS, one of those challenges is establishing aggregator relationships, which can be a time consuming and tedious task often made worse by limited choice and flexibility,” said Tony Castiglioni, VP of Product Management, Oracle Responsys. “Our new SPAN application eases this process and gives marketers the freedom to choose and use the aggregator best aligned with their marketing needs—whether it be by price, geography, or performance.”

Link: Oracle Press Releases

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Headway boosts mobile marketing tools in acquiring mobile programmatic platform Smadex

Headway, provider of mobile marketing solutions, has acquired mobile-first programmatic platform Smadex. Smadex, which allows advertisers to send the right assets  on mobile devices to the correct targeted audience cluster, will be fully integrated into Headway products.

From the release: “Smadex technology enhances our mobile growth solution Mobrain, following the shift towards programmatic that our clients are increasingly looking for,” said Martin Kogan, CEO of Headway. “Its machine learning technology, forward thinking team and management are perfect additions to the company. The Smadex team will focus on product while Headway will continue to focus on distribution, servicing clients and global expansion.”

Link: PR Newswire

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WeQ launches Boost

WeQ, maker of mobile ad tech, has announced the launch of WeQ Boost, an app ranking solution that utilizes proprietary technology for campaign management and optimization. Additionally, it combines over 100 boost traffic sources with a deep knowledge and understanding of app store algorithms to create bespoke burst campaigns that are specifically designed to catapult apps to the rank that yields the highest ROI.

From the release: “WeQ BOOST is designed to empower advertisers to cut through the noise in the ever-changing ecosystem of the app stores,” said Stanislava Todorova, VP of New Media Solutions at WeQ. “Launching this new solution adds another powerful element to our portfolio that enables us to create the perfect mobile marketing mix for our clients. At WeQ, we believe that the ultimate marketing strategy should be a combination of bursts and sustainable user acquisition campaigns to address different needs throughout the lifecycle of an app.”

Link: Martech Advisor

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Vibes adds Advanced Analytics to mobile marketing platform

Vibes announces the general availability of Advanced Analytics to its Mobile Engagement Platform. Brands use the Vibes Mobile Engagement Platform to create personalized mobile engagement campaigns across multiple marketing channels at scale. With Advanced Analytics, brand marketers can see how customers reacted to certain campaigns on any given day, across digital and in-store behaviors, and how that tracks against industry benchmarks.

From the release: “We built Advanced Analytics to complement brands’ growing mobile marketing strategies and to satisfy marketers’ hunger for simple, digestible reports and highly visual, self-serve dashboards,” said Brian Garofola, CTO at Vibes. “It’s a mobile-first world, and consumers expect the brands they engage with to communicate through tailored messaging that’s relevant to them. Vibes’ Advanced Analytics is intended to help marketers gain key insights about their mobile customers to better meet expectations in a smart and seamless way.”

Link: BusinessWire

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Snapchat adds location-based targeting for advertisers

Snapchat has released two new location-based targeting features that allow advertisers to reach Snapchatters ready to buy. Location Categories allow advertisers to reach users at locations, such as, sending movie ads near a move theater. Radius targeting allows advertisers to include or exclude users within a particular radius, such as a city, or as small as festival or a stadium.

Link: Snapchat Blog

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Snapchat launches 3D World Lenses, letting brand characters star in user videos

Snapchat has launched 3D World Lenses with early campaigns with Bud Light and Warner Bros’ reboot of the Blade Runner franchise. The product allows brands to offer 3D objects that may be inserted into user videos. Objects — in this case a cartoon beer seller and a vehicle from the Blade Runner movie — can be animated and can be moved and resized to fit the scene. Sponsored 3D World Lens campaigns are only available to purchase through Snapchat’s direct sales team.

Link: Marketing Land

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Google launches mobile wallet Tez in India

Google has launched a new, free mobile wallet in India called Tez, that allows greater privacy to those wanting to pay with a smartphone. Its new technology is Audio QR, which Google says will put it ahead of other mobile payment platforms.

Most mobile platforms now uses the technology called Near Field Communications (NFC) to have devices communicate when it proximity — it’s the technology that enables Apple Pay or Square. The Audio QR uses ultrasonic sounds to exchange the money, which lets any smartphone with a microphone be a payment reader, accepting or sending payments to any person.

Tez is free for person-to-person money transfer and for payments to small businesses. Its Cash Mode allows the user to send money instantly to another Tez user nearby without needing to share private details like your bank account or phone number.

Link: Google

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Sabio adds Validated Publishers to its mobile platform

Sabio Mobile has added “Validated Publishers” to its APEX mobile marketing platform. With the Validated Publishers methodology, brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

From the release: “With the onset of social media and user generated content that now demand larger digital budgets from brands, as well as the more recent ‘fake news’ phenomenon, the definition of ‘premium’ has become murkier,” said Aziz Rahim, CEO, Sabio Mobile. “With the changing times, we at Sabio Mobile realized there is a big need to differentiate inventory, so brands can run campaigns without second guessing quality of the inventory and developed with the Validated Publishers offering.”

Link: PR Newswire
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Sabio adds Validated Publishers to its mobile platform

Sabio Mobile has added “Validated Publishers” to its APEX mobile marketing platform. With the Validated Publishers methodology, brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

From the release: “With the onset of social media and user generated content that now demand larger digital budgets from brands, as well as the more recent ‘fake news’ phenomenon, the definition of ‘premium’ has become murkier,” said Aziz Rahim, CEO, Sabio Mobile. “With the changing times, we at Sabio Mobile realized there is a big need to differentiate inventory, so brands can run campaigns without second guessing quality of the inventory and developed with the Validated Publishers offering.”

Link: PR Newswire
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