• by Tyler Loechner  @mp_tyler, April 19, 2013

[x+1] and Velti have partnered to bring mobile marketing technology to [x+1] Origin, a data management platform (DMP). Velti's mobile marketing technology, called the mGage platform, will allow [x+1] clients to reach their audiences through mobile messaging. 

The partnership will also encourage advertisers to include mobile messaging as part of multi-channel campaigns rather than on its own. The release claims that using mGage on [x+1]'s DMP will allow brands to use "behaviorally triggered campaigns" to reach consumers who have opted in to receive mobile messages from specific brands. The companies also stated that the partnership enables audiences to be reached via location-based technology.

David Skinner, SVP of business and corporate development at [x+1] stated that the company's goal is to provide a single platform to manage all paid and owned marketing channels. This partnership with Velti moves them closer to that goal. According to the release, the mobile campaigns can be executed in real-time and managed similarly to any other campaign; everything has been integrated to work through [x+1]'s existing platform.

"With the ability to reach more than 95 percent of mobile phone users, mobile messaging is a critical element of the marketing mix," stated Niles Lichtenstein, regional vice president at Velti. However, brands should take heed if they decide to incorporate mobile messaging into larger campaigns. It's a laughable example, but one Buffalo Bills fan recently filed a lawsuit against the NFL team for sending him too many mobile messages.

Mobile messaging is empowering to both brands and consumers. It provides brands a way to communicate with their customers on a personal level in real-time. Additionally, because of the choice to opt-in or out (which empowers the consumers), the messages are being sent to loyal customers. Those loyal customers typically sign up for mobile messages to get the inside scoop on a sale sale from their favorite brands, though, not to get a text that includes the same message they saw on TV.