Gigafone, the mobile marketing solutions group, has announced that it has formed a partnership with Xtract, a specialist in social intelligence solutions for online and mobile applications, to provide a mobile marketing platform for mobile operators, publishers, agencies and advertisers. Gigafone will utilise Xtract's Social Links solution to provide marketers with a view of whom, how and when their marketing is being consumed and to track campaign performance.
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 claimed to be 'a completely new level of customer experience and a tangible tool for increasing the effectiveness of targeted marketing activities and measuring return on investment.
Jouko Ahvenainen, vice president and co-founder of Xtract, said: "We wanted a partner that offered a solution that overcomes the last mile delivery problem of mobile marketing. Mobile marketing simply falls short at the last mile without the ability to capture user preferences and profiles in an engaging way. Gigafone's full service mobile marketing solution fulfils this need and its established links in the mobile advertising ecosystem places us in a great position to take this proposition to market."
Gregory Khaldey, President of Gigafone commented: "Xtract's powerful offering greatly enhances our mobile marketing solution. Operators and marketers have been demanding clear metrics on advertising campaigns along with the ability to ‘add social' to the mix for some time now. Our partnership with Xtract delivers on this and will provide real benefits to mobile operators and advertisers who are now able to evaluate return on investment and optimise future campaigns."
Both Gigafone and Xtract will be exhibiting at the Mobile World Congress.