The new era of advertising is not about sending untargeted push messages. It is about entering into a meaningful conversation with general consumers and customers. We call this Conversational Advertising. The more you know about your customers, the more meaningful a conversation can become. Therefore, conversational advertising starts with an initial opt-in from the consumer. During conversations, additional information about the consumer is stored in order to better personalise future messages. Data collected from consumers can be enriched with external sources, or with data from MADS ONE User Profiling, to create a highly effective marketing database.

Why conversational advertising? A conversation lasts longer than just one message, and therefore customers will feel much more engaged with the advertiser brand. Leads get more qualified. Moreover, the proximity of the mobile phone to consumers - a mobile phone is always within reach - makes conversational advertising the ideal starting point to generate direct response from other media such as TV, radio or print. This is where MADS Dialog Composer comes in - enabling you to use the mobile phone as a means of entering into a personalized interactive customer conversation. With MADS Dialog Composer, you can turn a consumer's most personal device - the mobile phone - into a highly effective direct response channel, market research tool or entertainment piece. How? Contact us to learn more.

MADS Dialog Composer in short:

• Enables advertisers to engage in a personalised one-to-one conversation with consumers.
• Enables advertisers to drive conversion from traditional media such as TV, radio, outdoor and print.
• Allows mobile operators to monetize subscriber CRM data off-deck.
• Powerful personalisation engine to create highly relevant conversations.
• Easy-to-use drag and drop interface.
• Fully integrated into MADS ONE.

Information gathered from consumers in dialogs can be used to enrich the subsciber database in MADS ONE. During a dialog, an external script can be activated, for example to send someone a store address or reward someone by topping up an SMS bundle in the charging system.