If you’re creating mobile content, you’re marketing it. At SXSW, Mozes‘ pics-to-screen technology took center stage at event producer/promoter C3 Presents’ 10th Annual Late Night bash, sponsored by Playboy. Pics-to-screen technology enables guests to send mobile photos to the venue’s display screen. MobilizedTV had the chance to speak to Greg Estes, vp of marketing at Mozes who talked about the ABCs of mobile marketing in confusing times.
Mobile marketing seems to have as many meanings as the people using the term. What’s the confusion here?
That’s true. If you type “mobile marketing” into Google, what will come up is everything from an ad agency that doesn’t have any technology all the way to Verizon and everyone in between. It’s helpful to draw ‘coarse grain segmentation’ of the marketplace. One is mobile ad networks. That’s basically doing advertising; people will sell inventory and space to take it into mobile. A second is building mobile websites, which helps people to take online properties and bring them into the mobile world. The third is around online direct marketing, or the mobile equivalent of direct marketing. That’s the category that Mozes is in. Some people call it CRM, or customer relationship management, but that means a lot of different things so I try to stay away from that term. It is about a customer community and having an engagement with them, and we do that for sure. There’s also a fourth category, which is mobile commerce or m-commerce. That’s taking your electronic storefront and bringing it into the mobile realm.
Can you describe what Mozes does?
We’re about being a platform for marketers to be able to send their message out to a community. We would further segment that in three ways. Usually most of our customers will do one of these three things: They do marketing when they don’t have a mobile list. The whole thing about mobile is it’s all about giving permission. Some people will run a mobile campaign or promotion or contest, to get people to interact with them, but not to build a list and build on-going engagement.