INTERACTIVE MARKETING

BACKGROUND TO THE INVENTION

This invention relates to interactive marketing and in particular to a method of marketing which involves transmission of content from advertisers to consumers through mobile phones or other mobile communication devices.

There are many techniques for selling products over the Internet, ranging from illegal spam communications to so-called viral marketing which uses pre-existing social networks to spread brand awareness. Another technique involves operator portals which provide opportunities for advertisers with similar or related products to work together.

While returns are better for content providers listed on operator portals, they can be crowded places with competitive services listed together. It has also been predicted that by 2007 more than 40% of the projected $70 billion market for global mobile content will be outside operator portals.

SUMMARY OF THE INVENTION

It is therefore an object of the invention to provide an off-portal system for interactive marketing, or at least to provide an alternative to existing marketing systems.

In one aspect the invention may be said to reside in a method of interactive marketing, including: storing a range of interactive advertising packages on a database, storing request codes and URLs to respective packages, receiving one or more of the request codes from mobile communication devices, determining which URLs correspond to the received request codes, transmitting the URLs to respective mobile devices, receiving download requests including the URLs from the mobile devices, determining which advertising packages correspond to the received URLs, and downloading the advertising packages from the database to the respective mobile devices.

In general, the advertising packages and request codes are created by respective advertisers. The request codes are then published by the advertisers through their usual channels for use by consumers when interacting with the marketing system.

Preferably the interactive packages include Java, Blackberry or Windows Mobile applications. The request codes distinguish between application types according to mobile device types.

In another aspect the invention may be said to reside in a computer system for interactive marketing, including: a database server subsystem which stores marketing content and request codes created by advertisers, an advertiser server subsystem which provides access for advertisers to create the content and request codes for the database server, a process server subsystem which enables consumers to request content from the database server using mobile communication devices to send the request codes.

The invention may also be said to reside in any alternative combination of features that are indicated in this specification. All equivalents of these features are deemed to be included whether or not explicitly set out.

LIST OF FIGURES

Preferred embodiments of the invention will be described with respect to the accompanying drawings, in which: Figure 1 is a schematic diagram indicating the overall layout of an interactive marketing system,

Figure 2 indicates how an advertiser creates content on the system and how a consumer obtains access to the content,

Figure 3 is a flowchart outlining overall operation of the system, Figure 4 is a flowchart outlining operation of particular servers in the system, and

Figures 5, 6, 1 are example views seen by an advertiser using the system to create content.

DESCRIPTION OF PREFERRED EMBODIMENTS

Referring to the drawings it will be appreciated that the invention may be implemented in various ways by a range of different operators.

Figure 1 schematically shows the main components of an interactive marketing system according to the invention. A main server system 10 holds marketing content created by merchants or advertisers 11 and makes the content available through the Internet 12 to mobile phones 13 or similar communication devices operated by individual consumers.

Nodes 14 are servers through which content is received from the system 10 and broadcast over conventional mobile/wireless network sites 15 to the mobile devices. In general, each country where the marketing system is available will have a node 14. In practice there are expected to be a large number of advertisers and consumers spread across many countries.

An operator organisation maintains the server system 10 and nodes 14.

In Figure 1, the advertisers usually access the main server system 10 from their respective computer systems 11 through the Internet, using web pages which are provided by the operator. Authorised advertisers thereby create content and allocate request codes which are stored on the main system. The codes are then published by the advertisers through their normal advertising channels, such as newspapers or television, and can be determined by consumers. The consumers usually gain access to the content from their respective mobile phones 13, by sending SMS messages containing the request codes to the main system. The main system responds by providing a package including a software application and content which is tailored for the particular phone, and which enables the consumer to download additional content which they select.

A wide range of packaged content may be provided by the advertisers, including descriptions of goods and services, purchasing options, news, participation in surveys,

competitions and games, for example. Similarly consumers may use a wide range of mobile phones, such as Java, BlackBerry or Windows based phones. The request codes which are created by the advertisers, or possibly by the system operator on behalf of the advertisers, distinguish between different phone types, so that a consumer using a BlackBerry sends a message containing a code which is specific to BlackBerry phones. These messages are typically SMS but other formats may also be available. The software applications which are then provided in response to the request codes are typically created by the system operator to meet the range of available phone types. Typically the mobile phones are GSM and the applications/content are transmitted by GPRS.

Figure 2 provides more detail on the main server system 10 in Figure 1, and shows how an advertiser and a consumer interact with the system. The overall marketing system is managed by an operator organisation through a manager computer 20. Advertisers engage the operator organisation to provide the marketing service. In this example, a web server 21 provides access for an advertiser 25 to create content and respective request codes in a database server 22. The advertiser typically uses a web browser or GUI application to create the content. The advertiser also publishes the request codes for use by consumers, typically by way of advertisements. The advertiser is able to edit the content in database server 22 if required, through the web server 21. Additional servers which would provide billing functions in relation to both advertisers and consumers have not been shown in this example.

A node server 23 provides access for a consumer 26 to request and receive a preliminary response via a director server 24. The node server rejects SPAM and non-conforming request codes. The preliminary response includes a URL through which the consumer is able to download an application package containing the advertisers content. The applications are generally created by the operator organisation and held in the database server 22. The consumer is able to download the content using a URL supplied by SMS or email, and act on the content by purchasing goods or participating in surveys for example. Typically the consumer simply requests a particular item from the database server by activating a URL which is presented on the screen of their mobile phone. Update

notifications may be automatically transmitted by the server system and installed on the mobile phone.

Figure 3 outlines steps in the overall operation of the marketing system as a series of actions taken by the various servers indicated in Figure 2 and by the advertiser and consumer.

A. The advertiser logs into the web server 21. The web site enables the advertiser to add content, including images, text, video clips and audio files. For example, a manufacturer of automobiles can create a site containing profiles of their cars, including an audio commentary on the cars performance and handling. A supporting video clip of the cars can also be included. Content is not available to consumers until it is published in step C.

B. Using the website, the content owner allocates a series of SMS codes to the content. This unique code is used to identify the content to requesters.

C. Using the website, the content owner nominates to publish their content to the marketing network. The server system packages the content into Java, Blackberry and Windows Mobile applications.

The content owner now markets their codes to their target consumers. Example: "Broadcaster Wine is made with pride in the Yarra Valley. If you love wine, download Broadcaster Wine's inTouch application for your mobile. inTouch includes the complete Broadcaster Wines Catalogue and news and events from Broadcaster Wines. You can vote on new cellar releases, and learn more about the art of wine." "To download inTouch SMS winel for Java phones, wine2 for Blackberry phones and wine3 for Windows Mobile smart phones to 0416 667 351.

"Standard SMS and GPRS rates apply. Downloading the application will take approximately 40 seconds. Broadcaster Wines respects your privacy and will not share you mobile number with any 3 ^rd party." Note: A consumer that already has the content owner's access application on their mobile simply selects "Update" from an application menu. They download a "fresh" application and content, and continue from point F.

D. In this example, the consumer on reading the offer for inTouch, uses their mobile phone to SMS the code wine2 to 0416 667 351.

E. Within a short period, typically about 60 seconds, the consumer will receive a branded SMS from the content owner, containing a download link to the application. This is generally the only time SMS technology is used.

F. The consumer downloads the application using GPRS. The typical download time is also preferably about 60 seconds or less. Download time depends on the in phone, network (ie 3G, 2G etc) and the size of the content package.

G. Once downloaded, the application auto-installs on the consumer's mobile phone and is available for use.

H. The consumer can now use the application to browse their phone for (and purchase) goods and services. They can also participate in competitions, games, surveys and votes. Depending on the application package deployed by the Content owner, consumer interaction expends to image and movie uploads, and instant messaging.

I. Using reporting tools available via the web server, advertisers can measure access and usage of their published application. J. As new and updated content becomes available, the advertisers can update their content. New content is not made available to mobile consumers until the advertiser publishes their content. The process begins from point A.

Figure 4 outlines the interaction between the node server 23 and the director server 24 in Figure 2. The marketing system contains one or more director servers and usually multiple node servers which are controlled by each director server. In steps A-D, each node server starts up and establishes communication with a director server. The node server is then able to receive messages containing request codes from consumers in step E. These codes and details of the respective mobile device operated by the consumer are passed on to the director server which responds with a Welcome message for the consumer in steps F, G.

The node server forwards the Welcome message to the consumer's mobile in step H, and the consumer is then able to download an application package in step I.

Figures 5, 6 and 7 are example views which might be seen by an advertiser interacting with the marketing system through web server 21. In Figure 5, the advertiser is presented with a screen which gives access to create or edit the contents of their online store. In this example, the advertiser is able to browse the items in their store, including items relating to an Australian sports team, the Wallabies. The advertiser has created a request code "Mel" for these items, which can be applied or varied for each of the phone types Java,

BlackBerry and Windows if required. In Figures 6 and 7 the advertiser can preview the appearance of their content on a mobile phone or other communication device. In Figure 6, the consumer will see a list of options including entry to an online catalogue, a shopping cart and news feed. In Figure 7, the consumer is presented with an advertisement for a specific item from the catalogue.

It will be appreciated that the invention has been described in relation to specific examples, and that the full scope of the invention is determined by the following claims.