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Direct Response Marketing

Nokia Puts DR in Your Pocket

1 Jul, 2008 By: Thomas Haire Response

The new Nokia Interactive works with Hyundai, BP and Pepsi on mobile campaigns, and Jeremy Wright says the company — and the mobile marketing revolution — is just getting started.


Wright believes this is a sign that mobile — and its clear direct response aspects of analytics, data and measurement — is coming into its own. But, he says, there is much more to come.

"This is the tipping point of Mobile 1.0 in the U.S. Click-through rates are better than the Internet," he contends. "But what's coming in Mobile 2.0 will turn mobile devices into remote controls of a sort. There is a more advanced version of the clickable world coming. Some call it M-commerce. It will be much more engaged, full GPS mapping, simpler, quicker. Mobile phones are also evolving quickly as a social tool — social networking sites are translating to mobile rapidly."

At Nokia Interactive, this coming growth and technological explosion means one thing: opportunity. "What we're doing is building out the largest global marketplace for mobile advertising," Wright says. "Nokia is the largest handset manufacturer in the world, making 40 percent of the handsets sold worldwide. We have three prongs to the build-out: the Nokia Media Network, which includes Nokia and third-party sites; the Nokia Interactive Platform, which is a technology platform for media with reporting capabilities on the back end; and the Nokia Advertising Alliance, which includes best of breed technology providers to link our platforms in couponing, ticketing, M-commerce and more."

For the more than 100 brands Nokia Interactive is working with around the world, it appears that Wright and the company are on track to push mobile past its current tipping point and into a new mobile-and DR-driven world.

Resides: Swampscott, Mass.

Family: Wife, Amanda, and three children: Joseph, 21; Harriet, 18; and Henry, 7

Education: Degree in art history, University of Sussex, United Kingdom

Defining moments: "My first digital project was a tri-lingual Web site for Casio G-Shock, launched with a mega-club night, connecting dance clubs in London, Paris and Milan via satellite and video walls to DJs playing a live set from the Twilo Club in New York. It made me appreciate that you could do big things with digital! Another defining moment was launching the first comprehensive Code of Conduct as chairman of the Mobile Marketing Association (MMA) in the U.K. I believe it was a first significant step in establishing mobile as a marketing medium. Personally, it's been amazing to see my eldest son Joseph graduate and earn a first job at Google in the company's European headquarters in Dublin. He takes somewhat after his father, but as a 'digital native,' he has a much more instinctual grasp of mobile and digital. His 'digital immigrant' father has to figure it out!"

Greatest career accomplishment: "Co-founding Enpocket and seeing it grow from a six-person start-up in London in September 2001 to a 120-person international market leader when it was sold to Nokia in November 2007."

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