Neon platform powers new mobile marketing strategy

Flytxt, the leading mobile direct marketing company, today announced that it has been selected to supply its mobile marketing technology to EMI Music UK, part of EMI Group, the world’s largest independent music company. EMI Music UK is using Flytxt’s Neon platform to run mobile campaigns across all its record labels as part of a new, long-term digital marketing strategy.

Using Flytxt Neon, EMI Music UK marketers are setting up and running sophisticated mobile campaigns, delivering a range of value-added services to consumers, including competitions, special access to events, artist information, pre-release information, mobile content and sales promotions. Thanks to Neon’s built-in APIs, EMI’s mobile marketing activities are fully integrated with its existing email, Web and WAP marketing suppliers.

Flytxt’s Executive Chairman, David Harper, commented: “We are delighted to be providing Neon to EMI Music UK. They were very quick to see Neon’s potential to transform their mobile marketing and are using it to the full.”

Key to EMI Music UK’s selection of Flytxt Neon was its outstanding usability. All campaigns are set up and managed by EMI marketers who have full visibility of the response to campaigns, including WAP click-throughs. Using Neon’s powerful targeting capabilities, EMI Music UK can ensure the right promotions reach eager customers, increasing response rates, customer satisfaction and loyalty.

Shai Eilon, CRM Manager, EMI Music UK, commented, “We are confident that NEON is the right mobile marketing solution for us. Flytxt was selected based on three criteria - usability, technology and experience and demonstrated their ability to support our CRM strategy. We are happy to be working with Flytxt and using NEON to best communicate to our consumer via mobile.”

By integrating with Neon’s built-in APIs, EMI Music UK was quickly able to integrate their existing Web sign-up form with Neon to get confirmed opt-ins for mobile marketing. Neon’s powerful data import and export capabilities let EMI Music UK use their existing CRM databases to drive marketing campaigns. Neon captures further consumer profile information during campaigns and the additional data is exported back to EMI Music UK’s CRM to enhance their email and direct marketing campaigns. By integrating with Neon’s tracking API, EMI Music UK will be able to track mobile-initiated customer visits to their WAP sites and so optimise their WAP offerings and drive music and mobile content sales.