FirstPartner has a new free (registration required) Mobile Marketing Market Map that clarifies the mobile advertising ecosystem. It covers areas such as audience, contextual data, cross-screen targeting, analytics, attribution, acquisition, monetisation, proximity marketing, permission based messaging, loyalty and couponing.
Recent research by the UK’s IAB reveals that (UK) retailers are struggling to have a mobile accessible offering. However, mobile is a lot more than just having a catalog and purchasing available via mobile. As Google and M/A/R/C Research recently showed, retailers need to also use mobile to get customers to the store and keep them there.
The problem is that it can get costly. One way to cut the costs and complexity is to look for a white label solution. Movanta’s Lassi is one such solution that I happen to have recently ported from iOS to Android. It’s a sophisticated solution that provides pushed offers, geofenced offers, a noticeboard, loyalty via barcoding ‘stamps’ and mapping of store locations together with measurable results via extensive reporting.
The last two solutions I have created for clients have happened to both be white label. Such solutions provide interesting opportunities, for startups/entrepreneurs, to sell the same thing lots of times. Even within white label there are different degrees in which an app can be ‘labelled’ from re-implementing the UI for each client to just having one that that’s dynamically re-skinned. The art, or tricky bit, is choosing the right level of customisation for end clients without the whole thing becoming too complex. Coding up a dynamic skinned app isn’t as trivial as a normal app because it’s often necessary to change look/feel/colours of screen elements dynamically rather than statically. This takes a lot more coding using APIs that are more obscure.