Summary:

Some more consolidation in the digital marketing space, with one of the UK’s bigger mobile specialists, Mobile Interactive Group, showing th…

Some more consolidation in the digital marketing space, with one of the UK’s bigger mobile specialists, Mobile Interactive Group, showing that it wants to get involved in doing more cross-platform business: the company is buying 44 percent of Digital Jigsaw. Prior to today’s news, MIG had already owned 56 percent of the digital technology agency.

MIG did not reveal any of the financial terms of the deal in its announcement.

Buying up the entirety of Digital Jigsaw will give MIG the ability to integrate the company into its existing business — or in MIG’s words, “adopting the Jigsaw methodology to customer development, blending their innovative ideas with MIG’s existing proprietary technology [called mVoy] and business model.”

That will mean MIG will be able to offer non-mobile digital services to existing clients, as well as sell more mobile offerings to those clients that Jigsaw already had: they include Vodafone (NYSE: VOD), Sony (NYSE: SNE) PlayStation and Pepsi.

MIG has been on something of an acquisition spree of late: this year it has already purchased mobile payments company Zaypay as well as mobile marketing company Golden Bytes.

As phones have become smarter, and online consumers have become more mobile-friendly, MIG has increasingly been looking to bring together mobile and digital marketing efforts in its business. Earlier this year it enabled Facebook Credits as a currency for voting via a mobile app for reality competition show Got To Dance on Sky in the UK.

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