Merkle forms mobile marketing practice

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Database marketing agency Merkle has created a new mobile marketing practice with the goal of helping marketers integrate data from their mobile efforts with analytics from other channels.

“Mobile is basically the most measurable channel out there, letting you measure every interaction with consumers,” said Michael Ricci, who has been appointed to lead the new practice as VP of mobile solutions.

Typically, however, “mobile becomes a siloed or standalone marketing practice,” he continued. Merkle wants to take all of the data that flows out of mobile and integrate it into a centralized database that will enable marketers to make informed decisions, Ricci explained.

The reason this move makes sense for Merkle is because “mobile is something that all direct marketers seem to be unbelievably excited about,” he noted. Mobile “activates all other mediums when used correctly,” he added, noting that it can also be used to measure the effectiveness of various media.

“By simply changing the keywords in print, outdoor, e-mail and direct mail” marketers can use mobile to measure the effectiveness of their media spend, he explained.

Ricci joins Merkle from iLoop Mobile, where he was VP of creative and strategy. While there, he oversaw campaigns for clients such as Sony, Paramount, Coca-Cola and Lexus. In 2008, Ricci worked on the development of the mobile Internet strategy and mobile Web site for President Barack Obama's campaign.

Merkle has been experiencing a growth spurt this year. In March, the company formed a healthcare practice and in May it acquired CognitiveData.

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