Interactive marketing services giant Acxiom Corp. has formally introduced two new mobile marketing offerings as part of an increased emphasis on the mobile channel.

The Acxiom Impact-X Mobile service is designed to run targeted opt-in mobile marketing programs. The newer Mobile Messenger functionality within the Impact-X platform is to link SMS follow-up triggers to an email campaign.

"The core need is automating mobile messaging within an email campaign," said Jim Soss, vice president of digital marketing solutions in Acxiom's Foster City, CA, office.

Acxiom Impact-X mobile integrates InfoBase-X consumer and client data to deliver targeted, triggered and lifecycle SMS messages, according to Acxiom.

The platform can also integrate with short code programs, deploy downloadable handset applications and manage mobile Web content.

Acxiom's intention with this platform is to bridge programs from mobile to online to simplify the consumer response process.

That's part of the rationale behind the addition of Mobile Messenger to the Impact-X platform.

Consumers who respond to an email campaign can enter their mobile number in an email delivered to them. This opt-in action will trigger the automatic delivery of mobile coupons or SMS text message reminders about new promotions and events.

Acxiom claims there is a market for such cross-functioning marketing, especially given that mobile marketing campaigns are said to average between 2 percent and 20 percent response rates.

The formal introduction of Acxiom Impact-X Mobile and its new Mobile Messenger functionality comes on the heels of several new assignments that the company has won for the world's leading casino operators, Harrah's Entertainment and MGM Mirage. Acxiom is partnering with mobile marketing firm Acuity Mobile on these accounts.

Mobile gets seat at table
MGM Mirage has thrown its full weight behind mobile marketing with opted-in offers for guests at six casino/hotel properties in Las Vegas and Detroit.

The company is working with Acuity Mobile and Acxiom to power mobile marketing programs to guests for the duration of their stay (see story).

The mobile marketing programs are live at the Mandalay Bay, New York-New York, Monte Carlo, The Mirage and Treasure Island in Las Vegas as well as the MGM Grand Detroit in Detroit.

Guests at these MGM Mirage resorts will get targeted special offers, alerts, contests and quizzes.

The promotions also include real-time offers texted to guests' mobile phones, property information and entertainment promotions such as deals on show tickets or meals in hotel restaurants.

Harrah's is working with Acxiom and Acuity Mobile for mobile marketing services to target personalized promotions to opted-in guests at the Rio All Suites Hotel and Casino in Las Vegas.

Harrah's is providing real-time offers, property information and Total Rewards Club loyalty points balance to Rio guests on their mobile phones (see story).

Acxiom, Little Rock, AR, put together multilayer mobile programs for Harrah's with SMS texted offers using its Impact-X Mobile platform that is powered by Acuity Mobile's technology.

For example, Rio guests can text RIO to the 227466 (CASINO) short code to opt in for offers. A return text will confirm that the opted-in guest will receive four offers for the next four days.

A typical Rio's guests stays four days at the property, hence the four-day limit for offers.

Like Harrah's, MGM Mirage was looking for a mobile marketing platform that was an enterprise service to market a perishable product -- hotel stays, food, entertainment, a chance at the slots.

With Impact-X Mobile and Mobile Messenger, Acxiom is targeting existing clients and prospects with a platform that is linked to a multichannel marketing offering.

"Integration and automation, meaning this capability is truly integrated with the platform," Mr. Soss said. "It's not like I'm trying to take two disparate parts and put it together."