e-Dialog today announced it is extending its mobile marketing capabilities with the acquisition of M3 Mobile Marketing. M3 creates and executes full-service and compelling mobile marketing programs for global enterprises that raise brand awareness, enhance the customer experience and drive sales through innovative text and mobile Web strategies. e-Dialog is a proven provider of advanced e-mail marketing services and solutions within the GSI Commerce (NASDAQ: GSIC) Marketing Services division.
Mobile marketing is one of the fastest growing marketing channels today with predicted four-fold growth over the next four years. “The mobile arena holds so much promise and many marketers are excited but simply don’t know where to start,” said John Rizzi, president and CEO of e-Dialog. “Nearly all mobile users are carrying a text-enabled phone right now,” he continued, “To ignore that reach would be missing a tremendous opportunity. The passionate team at M3 has already navigated the early challenges of this channel and has built award-winning solutions from which marketers new to mobile can immediately benefit. Our clients can now devise and implement marketing programs that let them create a meaningful customer experience on mobile devices.”
Among its capabilities, M3 provides:
Mobile Strategists: M3’s team helps clients launch and manage strategic mobile marketing campaigns by leveraging the proper mobile technologies. The M3 team works closely with clients to identify new opportunities, integrate mobile into their marketing mix, and create industry-leading programs.
Mobile Platform: M3’s proprietary platform, COREtxt, was developed for both full-service and self-service applications. It has the ability to segment by any attribute that is stored in the client’s custom mobile database. Since all of COREtxt features operate in real-time, broadcast segments will reflect the most up-to-date mobile activity.
Best Practices: M3 is focused on regulatory and carrier compliance and works directly in line with the MMA & CTIA guidelines. They help clients understand mobile marketing best practices and provide guidance on proper copy and other best practices.
Reporting & Tracking: COREtxt has several live reporting features that include opt-in, gender, age, geography, customer preference and more. M3 utilizes multiple tactics to allow their clients to track campaign success through unique identifier codes.
Data Integration: M3 builds data exchange services to import data into COREtxt and they also have the ability to export data into their client’s CRM system. They utilize both batch feeds, and for solutions that require immediate action, a Web service API.
“e-Dialog is a company that has been helping organizations effectively connect with consumers through e-mail for years,” said Gary Ackerman, M3’s president and co-founder. “Our companies share the same core values as it relates to intelligent marketing, and we look forward to empowering e-Dialog’s expansion into mobile. The multichannel marketing vision this represents will truly pay dividends to clients and their consumers.”
“We’re catering to an active audience,” said Jeff Hennion, executive vice president and chief marketing officer, e-commerce, of Dick’s Sporting Goods. “That means our marketing campaigns must be multifaceted to reach them with relevant messages wherever they may be. Mobile marketing ensures we can take full advantage of the reach the mobile channel offers and create a continuous relevant dialog with our customers.”
M3 will operate as a subsidiary of e-Dialog. Its full team will remain intact and report to e-Dialog CEO, John Rizzi.
Gridley & Company, a New York City-based boutique investment bank, provided e-Dialog and GSI with advisory services on the deal.