Marketing via the traditional media (TV, radio, and print) seem to be declining over the last few years, as they cannot reach specific demographic groups, while the public often employs the tactic of skipping the advertisements. This, along with the increasing use of mobile phones had as a result the emergence of a new marketing channel: mobile marketing. Velti S.A. has scoped these trends and offers mobile marketing and advertising services, combining knowledge over the markets with technological expertise.

Velti S.A. is an international firm with headquarters in Athens, London, New York, San Francisco, and Sofia. It operates in media content delivery, messaging service management, mobile marketing, mobile advertising, and customer lifecycle management. In Greece, its personnel numbers 217 persons of which more than 150 are technicians supporting the technological orientation of the firm.

This case describes the provision of mobile marketing services by Velti. More specifically, the case provides insight in the way an advertising firm uses technology, in order to develop a new marketing channel.

Mobile marketing is the marketing on or with a mobile device, such as mobile phone, that has become increasingly popular since the early 2000s and the rise of SMS (Short Messaging Service). A subset of mobile market is mobile advertising, which is “a form of advertising via mobile (wireless) phones” [1].

The objective of the project was to use an alternative marketing channel for advertising products and brands in a quickly developing market.

In Greece, a small number of firms (3 firms approximately) are in the market of the mobile marketing focusing on specific services. Velti provides a wide range of mobile marketing and advertising services.

The provided services can be distinguished in advertising (Above-The-Line: ATL) and marketing (Below-The-Line: BTL) activities:

1. ATL advertising includes energies banner, advertisements on videos (pre-rolls and post-rolls), etc.

2. BTL includes contests, development of WAP sites, etc.

Velti’s target groups are:

1. Advertising agencies/ brands: They can increase their marketing mix and optimize brand exposure by delivering a message to a highly-targeted audience 2. Operators: Since their profitability keeps in declination, they are looking for additional ways to increase their revenues through the use of services, such as mobile WAP sites, screensavers, and ring tones. In that way, they can advertise their own products and create an environment of loyal customers 3. Media: For example, TV shows or movies releases in the cinema 4. Publishing: Providing quotes or book content in the mobile 5. Big Magazines

The process of their work begins with the presentation of a project to the services by a marketing team. If the buyer shows an interest to the project, a more technically educated team makes a more thorough presentation, implements the project, and adjust to the buyers’ needs and requirements. Moreover, quality control is involved so as to control the way the project is being delivered.

The firm has 217 employees, of whom more than 150 are technologists. The number of the employees working in a project differs depending on the project needs and may range from 10-50.

Velti is a global firm operating in countries and it partners with large companies and brands, such as Coca-Cola and Procter & Gamble. Thus, it has already established a strong basis of buyers.

Furthermore, Velti has created Ansible through its joint venture with IPG Interpublic. This has facilitated the marketing activities of the firm, as it uses the customer base of IPG.

The objective of Velti mobile marketing was to use an alternative marketing channel. This objective is sound given the international trends, the increasing technology orientation of marketing firms, and the decline of the traditional advertising media.

Change usually entails employees’ resistance, since it changes their everyday life practices and customs. However, changes are more inherent in the marketing industry, since the firms should be constantly adapting to the arising needs and developing innovations.

The innovation of the project lies in the use of new technological means in advertising and marketing in general.

The impact of the project was significant, as: The firm has doubled their profits Many firms, buyers of Velti’s services, have a leading role in their sectors.

Mobile marketing can be replicated by other marketing firms

The sustainability of the project depends on the metrics it shall yield. However, it seems to be sustainable in the as the use of digital means in marketing are only in their beginning.