September 21, 2006, 12:00 AM

Multi-channel marketing moves to yet another channel: m-commerce

Heeding the m-commerce call, Global Security Systems has opened up its GSSNet FM-based geo-targeting system to online marketers wishing to place ads in the palms of the hands of shoppers, who can shop anytime and anywhere via mobile phones.

Paul Demery

Managing Editor, B2B E-commerce

 

While wildly popular overseas, m-commerce is only now beginning to pop up in the United States. Using mobile phones equipped with mobile web browsers to access mobile versions of e-commerce sites represents only a fraction of e-commerce sales today, but many industry observers say not too long down the road m-commerce will become a sales channel to be reckoned with.

Heeding the m-commerce call, Global Security Systems has opened up its GSSNet FM-based geo-targeting system to online marketers wishing to place ads in the palms of the hands of shoppers, who can shop anytime and anywhere via mobile technology.

The GSSNet system uses wireless geo-targeting technology and the far-reaching FM signal. Advertisers can deliver targeted advertising based on the location of a consumer’s mobile device, the company explains. By offering advertisers a way to reach potential customers via radio’s FM infrastructure, local broadcasters across the country, for example, can offer a targeted marketing channel for advertiser.

In today’s increasingly mobile society, consumer brands are interested in using mobile phones and other mobile hardware as an advertising channel, says Robert L. Adams, president of Global Security Systems.

“For advertisers, it’s all about getting the right message, to the right people, at the right time. Mobile devices, especially cell phones, are the right platform to make it happen,” he contends. “This ability to deliver target ads to a mobile device will make for a positive consumer experience, which translates into brand loyalty.”

 

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