Mobile marketing and advertising company HipCricket unveiled the latest version of its cloud-based platform today (HIP 6.0) and it may just renew your interest in mobile.

New features include a tighter integration with CRM (customer relationship management) and MRM (marketing resource management) systems, hyper-local targeting capabilities and enhanced analytics.

From the release: HIP 6.0 provides brands and agencies with powerful capabilities to create national and local mobile campaigns through SMS (including mobile coupons), Mobile Web, applications and Interactive Voice Response (IVR). HIP 6.0 also provides access to the Hipcricket Mobile Marketing and Advertising Network through display advertising and to customers who have opted in to receive relevant marketing and advertising offers via SMS. The Hipcricket network gives brands and agencies access to more than 50 million unique users across Hipcricket’s national footprint representing over 250 million impressions per month.

Never heard of Hipcricket? Neither of I, but they claim to have conducted more than 65,000 mobile marketing campaigns for some of the world’s biggest brands - including Macy’s, Nestle, KFC, HBO and Clear Channel—as well as "hundreds" of radio and television stations nationwide.

“The HIP 6.0 platform represents an important release for Hipcricket; one that mirrors our customers’ desire to integrate mobile into their overall marketing mix, rather than have it operate as a silo,” said Eric Harber, president and COO at Hipcricket. “We listened to our customers, and built an easy-to-use mobile marketing and advertising platform that tightly integrates with their existing marketing to deliver results quickly, while empowering them to reach new mobile subscribers and to better engage with their current ones.”