Pre-Grant Publication Number: 20110125565
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Prior Art Detail
Summary / Description
| Summary / Description | Describes multi-channel advertising offers. |
Basic Information
| Type of Prior Art | Print Publication |
| Publication Title * | Enriching Communications |
| Author | John Giere |
| ISBN | ISSN: 1960-7652 |
| Page Range | 42-46 |
| Medium | Magazine article |
| Publication Date * | December 31, 2008 |
| URL | http://www.alcatel-lucent.com/e... |
Notes / To Do
| Notes | |
Excerpt
Excerpt The Virgin Mobile case illustrates that personal information
can, in fact, be acquired and used with the full support of
consumers. Consumers increasingly see a positive quid-pro-quo
in providing information on certain preferences in order to
receive commercial messages that are relevant to the brands,
people and products they care about over the medium, device
or platform of their choosing.
Looking forward, one of the key value-propositions large
service providers can offer to brand managers and advertisers
is the ability to integrate the various digital initiatives that
marketers want to implement. Today, a company that wants
to deliver messages to mobile handset owners, web surfers and
to the nascent IPTV viewership must execute these campaigns
separately, often with different delivery suppliers. The irony is
that in many cases, the exact same infrastructure may be used
to carry the transmissions to these three different audience
segments. One of the biggest opportunities before service
providers is to consolidate and simplify digital media buys so
that marketers can better understand, manage, measure and
adjust their campaigns real-time to maximum effect. Making
this happen will require service providers to break through the
conventional rules of today’s operations and integrate both
network elements and service management levers to present
one face to the advertising customer.
Multi-screen Personalization
Comprehensive integration (sometimes refered to as a three-
screen strategy) is the ultimate goal for many marketers, as they
seek to have both a presence and a multi-screen relationship
with consumers as they interact with their:
• Mobile screens,
• Computer screens,
• TV screens (particularly in an IP environment) and
• Others (portable game players, on-board vehicle screens
and so on).
Each of these form factors has different
technical and user-experience
imperatives. Marketers would like
to develop integrated campaigns that
seamlessly connect consumers to brands
they value across these screens. Service
providers are in an ideal position to
realize this vision. At Alcatel-Lucent
we are working with our customers to
introduce the new technologies and
management tools that will enable this
cross-screen management and link the
presentation of content within the
context of customer preference
information. This not only offers brand
managers a way to customize messages
across the different screens, but also,
more importantly, provides a meaningful
way to interact with consumers in a
highly personalized and engaging manner. |
Relevance
Claims
1
Relevance
Multi-channel consumer directed advertising that utilizes stored consumer preferences to target likely consumers and attract them to complete a transaction.
Multi-channel consumer directed advertising that utilizes stored consumer preferences to target likely consumers and attract them to complete a transaction.
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