Acuity, Acxiom team for mobile marketing

Acuity Mobile and Acxiom Corp. announced a mobile marketing partnership that marries Acxiom’s consumer-based data and behavior analytics with Acuity’s mobile advertising platform.
The deal will make Acxiom’s database of consumer behavior and analytics available to Acuity’s customers interested in delivering mobile ads based on time, context, location and user preferences.
“This is a natural partnership,” said Greg Hogue, Acxiom’s executive for travel, entertainment and media.
The teaming creates a number of opportunities, the companies said. For example, a customer who opts-in may receive a text-message offer for a discount at a nearby business.
“When (the mobile subscriber) receives that message, (advertisers) know that’s the best message to send at that point in time,” Hogue explained.
The Acuity platform allows advertisers to try different targeted efforts, which will typically provide the end user with an option that’s actionable, usually a discount offer. Content editors will also be able to quickly change content sent to users.
“Consumer opt-in, technology and consumer data will enable real-time, location-aware, user-targeted mobile marketing,” Hogue said.
“I think that this partnership has tremendous, tremendous opportunity,” said Acuity COO and executive VP Gregg Smith. “We are positioned to be in a leadership role in the whole mobile marketing arena.”
The companies do not have any customers signed up for the service, but Acuity stressed that it has received interest and is already in talks with potential buyers.