Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―It implies that marketers need to better segment their customer base looking at mobilebehaviors and make their apps smart by connecting them to their back-end CRM systems.I believe mobile-CRM will be a key topic for many marketers in 2013, coupled withadvanced analytics.‖Context drives resultsThere are recent examples of marketers doing a good job delivering strong contextuallyrelevant experiences via mobile.For example, news aggregator app wityou from Blogwatcher is trialing an SDK fromQualcomm Labs Inc. in Japan that levers all the sensors in a mobile handset to enablemarketers to deliver contextually relevant experiences.The Gimbal technology from Qualcomm Labs promises to solve a problem typicallyassociated with such services — being able to have geofencing always on in thebackground without quickly using up a phone‘s battery power. As a result, end-users areable to receive relevant content, including offers, based on location, activities andinterests.In the trials in Japan, Blogwatcher found that end-users were three times more likely toclick-through and respond to wityou notifications and offers as compared with noncontextualizedand non-personalized offers.―By giving the phone the ability to have an understanding of a place that a person is at,independent of the person doing anything, and to have an understanding of the intereststhat someone has based on behavior on the phone, this can evaluate how a person can usethe phone,‖ said Ian Heidt, director of product management for Qualcomm Labs. ―In themoment, the phone can know where you are and combine that with knowledge about thethings that are more likely to entice you to match an offer to that user.‖Japanese agency Dentsu is also slated to leverage the Gimbal solution for its clients andThe Recruit Group will offer Gimbal to its app developer client base.An evolving areaThe goHow app is another example, per Lou Casal, senior director of product marketingat SDL, New York.The goHow app drives the right content to travelers at the Denver airport within thecontext of time and location. As a result, travelers who land in Denver could easily gettimely updates on their connecting flight, gates, local info as well as offers from nearbyretailers and restaurants residing throughout the airport.Moving forward, this same app will be available at sporting venues, enabling marketersto create multiple interactive events within the larger sporting event that can range fromshopping to sponsor brand experiences.107