‘Targeted’ advertising more effective: Sybase

Enterprise database vendor Sybase has thrown its hat into mobile marketing by claiming it provides an ideal platform for targeted advertising.

Sybase Australia and New Zealand managing director Peter Fletcher said targeted advertising is more effective because it allows ordering habits to be tracked.

“Our mobile Internet service AvantGo is a lot more sophisticated than SMS at reaching potential customers,” Fletcher said. “Targeted, graphical advertising can be pushed to people in decision making positions and ordering habits can be tracked. As a result, relevant advertising can be efficiently pushed out to that person.”

AvantGo is shipped with all Microsoft Pocket PC devices and now has over 8 million users, according to the company.

Fletcher – who also doubles as the company’s marketing director – said having a two-way mobile information flow provides marketers with more than just targeted advertising with some 100 partners building mobile systems.

“Databases can be anywhere, including on PDAs and laptops, so the information should always be easily accessible either on the back- or front-end,” he said. “This allows applications such as business analytics and CRM to be pushed out in the field.”

When asked what marketers can do to reduce the risk of a failed CRM project, Fletcher said to take it one step at a time.

“CRM is a 360-degree view of the customer and its success or failure depends on how organisations manage it,” he said. “CRM fails because the projects are monolithic. Marketers are now beginning to see the benefits of building organisation-specific CRM.”

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