New UK Venture to Assess Mobile Campaigns

In the UK, citizen engagement specialists Jonathan MacDonald and Tayo Medupin have set up a marketing platform called Human Dialogue, which offers panellist feedback and consultancy advice to help companies optimize their mobile marketing campaigns.

MacDonald and Medupin are the co-founders of 'Every Single One Of Us' - a firm offering market research, seminars, consultancy and platform development for citizen engagement activities.

Human Dialogue will use a combination of industry experience, choice architecture - which describes how decisions are influenced by the way choices are presented - and research panel testing, to ensure that marketing messages result in optimum levels of engagement with existing and potential customers.

Research panellists are drawn from the Every Single One Of Us platform, and are rewarded with points they can use on Facebook, turn into cash, or donate to charity.

Rory Sutherland, President of the IPA and Vice Chairman of Ogilvy Group UK, comments, 'It's tempting with mobile marketing to replicate the traditional measures of reach and frequency - however, that seems to miss the advantage mobile enjoys in offering contextual communication in combination with immediate interaction. Real-time nudges and choice architecture can have extraordinary effects - as I'm sure we'll see with Human Dialogue.'

Web sites: www.humandialogue.com and www.esoou.org .