Mobile marketing solutions group Gigafone and social intelligence solutions provider Xtract announced a partnership to provide a “targeted and comprehensive mobile marketing platform for mobile operators, publishers, agencies and advertisers.” Under the terms of the deal, Gigafone will utilise Xtract’s unique Social Links solution to provide marketers with more detailed reports in terms of whom, how and when their marketing is being consumed and to track campaign performance.
Sure, we’ve heard similar stories before, but here’s an excerpt from the press release, nonetheless:
The new partnership promises to revolutionise the way advertisers traditionally target audiences. Xtract’s Social Links application identifies the social network structures within the customer base and finds the most influential people for marketers to target. When incorporated into Gigafone’s targeted mobile marketing solution, where consumers can choose the type of ads they want to receive in return for incentives such as discount vouchers or free mobile minutes, the result is a completely new level of customer experience and a tangible tool for increasing the effectiveness of targeted marketing activities and measuring return on investment.
Both parties seem satisfied with the deal. Xtract’s Jouko Ahvenainen said that they’ve found the right partner in Gigafone as they offer a solution that overcomes the last mile delivery problem of mobile marketing. On the other end, Gigafone’s Gregory Khaldey said that thanks to this partnership, mobile operators and advertisers will be able to evaluate ROI and optimise future campaigns…