Unilever leveraging new mobile marketing platform

Irish mobile marketing company Brandtone unveiled its programmatic mobile marketing platform, Konnect, at Mobile World Congress in Barcelona Feb. 24. Kicking the tires on the new technology was consumer goods powerhouse Unilever, which launched its first mobile campaign with the tool to mobile devices across India from the Brandtone booth at the show.

"We see Konnect as the marketing equivalent of the Bloomberg terminal--providing real-time insights and a way of managing campaigns as they happen," said Rahul Welde, vice president of media at Unilever in a Feb. 24 press release.

Konnect allows companies to send targeted messages to millions of customers--from SMS on more basic phones to rich media on smartphones. The platform allows brands to launch campaigns and build relationships with consumers, while watching the response in real time, said Brandtone CEO Donald Fitzmaurice.

Marketers can respond instantly to minute changes in campaign activity, he added.

"It is so exciting to visit clients and to see the Konnect tool on large screens providing 'live coverage' of campaigns as they unfold," he said.

Perhaps the platform's greatest strength is the backend database. Access to a permissioned database allows companies to identify a target audience, create a relevant brand promotion offer and issue a call to action.

Brandtone said it built the consumer database through its work for global brands in the world's ten fastest growing markets.

"Every consumer has explicitly given the permission to be contacted in the course of purchasing a product and profiling themselves," notes Brandtone.

See more on Konnect in this video from Brandtone, below.

Brandtone Konnect from Brandtone on Vimeo

For more:
- read the press release

Related Articles: 
Mobile commerce to increase in 2014, finds study 
Mobility, big data will combine to transform enterprises, says Forrester 
Mobile steps up, but marketers slow to react