This is an interesting one- a company called Go800 has developed an SMS marketing system that uses the traditional keyword-to-shortcode concept, but returns voice calls instead of SMS-based content and calls-to-action.
Known as “keyword navigation” for mobile devices, Go800′s patent-pending technology enables consumers to directly connect to brands via the Go800 short code (46800) without the need to research phone numbers. For example, if you want United Airlines, text “United Air” to 46800, connect with an operator and check the status of your flight. Text “Pizza” and you may get you Ray’s pizza down the block, depending on your area code.
In terms of marketing, Go800 grants businesses a better channel by which to advertise by eliminating the need for toll-free numbers in advertisements. Merchants only need to provide their “keyword” and simple instructions to text the word to Go800.
It’s an interesting concept, and one that I’m surprised is just now seeing some traction. The company looks to have signed some pretty big brand names, and is even going after publicly traded companies interested in registering their stock symbols for direct market data via SMS. The concept is just now taking shape, but it’s one that we’ll definitely hear more about.
12 Kasım 2010 Cuma
The Future Of Mobile Augmented Reality
The concept of augmented reality (AR) is still very much in its infancy, but the opportunities it presents in the areas of mobile marketing, commerce and gaming is more than plentiful. How far have we come in bringing AR to fruition and what does the future hold for the concept?
A new report from Juniper Research projects the technology combining the physical world with virtual imagery and information will generate only $2 million in revenue next year, but the projection is set to increase dramatically to nearly $714 million by 2014. By then, most of that revenue will be derived from things like paid application downloads, subscription-based services and advertising, according to Juniper.
Most analysts predict that mobile gaming will be the primary driver behind increased interest in mobile AR, with location-based search coming in at a close second. That location-based relevance will make AR-based ad-networks more attractive to brands and advertisers as well, as the networks can charge higher CPC and CPM rates because of it.
To get to the point of widespread mobile AR functionality, mobile devices have to become able to facilitate the advanced functions that bring AR to life. Growth will be driven by wider adoption of Android phones and the iPhone as well as the spread of technologies like digital compasses and accelerometers that help to power mobile AR. As smartphones become smarter, AR inches closer to becoming a reality.
Another so-called “digital strategist,” Jeremiah Owyang of Altimeter Partners, predicts mobile is where AR is mostly likely to go mainstream. ”Expect Google to develop a product that maps physical products with their online information, making them yet the middleman for Internet advertising — again,” he wrote in a recent post. ”Furthermore, it gets really interesting when a brand can ‘hijack’ another company’s brand by creating augmented reality experiences on the boxes of their competitors.”
For now, we can only speculate as to what AR will do for mobile marketing and the mobile industry as a whole, but it will undoubtedly be a game-changer.
A new report from Juniper Research projects the technology combining the physical world with virtual imagery and information will generate only $2 million in revenue next year, but the projection is set to increase dramatically to nearly $714 million by 2014. By then, most of that revenue will be derived from things like paid application downloads, subscription-based services and advertising, according to Juniper.
Most analysts predict that mobile gaming will be the primary driver behind increased interest in mobile AR, with location-based search coming in at a close second. That location-based relevance will make AR-based ad-networks more attractive to brands and advertisers as well, as the networks can charge higher CPC and CPM rates because of it.
To get to the point of widespread mobile AR functionality, mobile devices have to become able to facilitate the advanced functions that bring AR to life. Growth will be driven by wider adoption of Android phones and the iPhone as well as the spread of technologies like digital compasses and accelerometers that help to power mobile AR. As smartphones become smarter, AR inches closer to becoming a reality.
Another so-called “digital strategist,” Jeremiah Owyang of Altimeter Partners, predicts mobile is where AR is mostly likely to go mainstream. ”Expect Google to develop a product that maps physical products with their online information, making them yet the middleman for Internet advertising — again,” he wrote in a recent post. ”Furthermore, it gets really interesting when a brand can ‘hijack’ another company’s brand by creating augmented reality experiences on the boxes of their competitors.”
For now, we can only speculate as to what AR will do for mobile marketing and the mobile industry as a whole, but it will undoubtedly be a game-changer.
Google Says Local Intent is Behind One-Third of Mobile Searches
Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment.
Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.
Building on the changing ad formats foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.
According to Mr. Feng: “We think of location as a hugely important signal.”
The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.
The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.
Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”
The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.
Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.
Building on the changing ad formats foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.
According to Mr. Feng: “We think of location as a hugely important signal.”
The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.
The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.
Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”
The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.
NAVTEQ Location-Based Marketing Campaign Sees 20% CTR, 40% Post-Click Engagement
announced today that a first-of-its-kind location-based marketing campaign for O2 in the U.K.netted impressive results across the board.
The campaign leveraged NAVTEQ’s newly launched “LocationPoint” LBS marketing platform to promote the chance to win free concert tickets to a local concert or special event. NAVTEQ, in conjunction with high-quality Ovi Maps, delivered location-aware ads to Nokia smartphone users as they approached one of more than a dozen O2 concert venues throughout the U.K.
Campaign results show an impressive initial click-through rate of 20%, while a further impressive 40% of consumers visited the attached mobile Website to register to win or clicked on a map showing the venue location. In addition, 16% requested an Ovi Map orienting or directing them to the venue. The campaign is another early win for NAVTEQ which is making huge strides in leveraging its navigation-centric network to deliver highly targeted location-based ads.
“NAVTEQ lets advertisers intelligently tap into the rich potential of mobile for branding and advertising,” said David Barker, NAVTEQ Director Ad Sales Europe and Africa. “NAVTEQ’s LocationPoint advertising services is the solution that allows big destinations like O2 to drive consumers in their doors—and do it in ways that can be measured to show proof of return on investment.”
The campaign leveraged NAVTEQ’s newly launched “LocationPoint” LBS marketing platform to promote the chance to win free concert tickets to a local concert or special event. NAVTEQ, in conjunction with high-quality Ovi Maps, delivered location-aware ads to Nokia smartphone users as they approached one of more than a dozen O2 concert venues throughout the U.K.
Campaign results show an impressive initial click-through rate of 20%, while a further impressive 40% of consumers visited the attached mobile Website to register to win or clicked on a map showing the venue location. In addition, 16% requested an Ovi Map orienting or directing them to the venue. The campaign is another early win for NAVTEQ which is making huge strides in leveraging its navigation-centric network to deliver highly targeted location-based ads.
“NAVTEQ lets advertisers intelligently tap into the rich potential of mobile for branding and advertising,” said David Barker, NAVTEQ Director Ad Sales Europe and Africa. “NAVTEQ’s LocationPoint advertising services is the solution that allows big destinations like O2 to drive consumers in their doors—and do it in ways that can be measured to show proof of return on investment.”
Playboy Teams With Xtify For Location-Triggered Advertising In New “Scout” App
Posted on 11 November 2010
Mobile Marketing Playboy Teams With Xtify For Location Triggered Advertising In New Scout AppXtify, an ASP for mobile push and geo-targeted messaging, recently announced the launch of “Playboy Scout,” a new mobile application enhanced with location-triggered content delivery using the company’s patent-pending geo-location technology.
The new application presents Playboy’s audience with exclusive nightlife oriented offers and information about events, clubs, and bars which have been reviewed and recommended by Playboy’s editors, and delivers push notifications to users when they are in proximity of venues of interest. The mobile alerts feature content such as VIP access to Playboy events and venue reviews from Playboy’s editors.
What’s interesting about this offering is that Xtify offers the only location-based push notification technology that allows publishers to send notifications to their mobile audience even when the application is closed, greatly enhancing location-relevancy in the process. The app is only available for Android devices currently, with availability for other smartphones in the pipeline, the company says.
The new app is now live in New York City and Los Angeles with additional cities receiving the alert system throughout 2011. City content will also be updated every few weeks as new locations are reviewed by Playboy’s editors. Additionally, users will be alerted to special offers and perks in select cities across the country.
“Playboy is an authority in the nightlife space with entertainment content that is even more relevant when unleashed from the confines of a computer or magazine,” said Josh Rochlin, CEO of Xtify. ”With the Scout application, we are seeing the future of how geo-enabled offerings will allow brands to have a more meaningful relationship with their mobile customers. Xtify’s push notification technology and management tools make it easy for Playboy to deliver the most relevant, timely and highly engaging offers and content to its readers, ensuring a satisfying consumer experience with each notification.”
Mobile Marketing Playboy Teams With Xtify For Location Triggered Advertising In New Scout AppXtify, an ASP for mobile push and geo-targeted messaging, recently announced the launch of “Playboy Scout,” a new mobile application enhanced with location-triggered content delivery using the company’s patent-pending geo-location technology.
The new application presents Playboy’s audience with exclusive nightlife oriented offers and information about events, clubs, and bars which have been reviewed and recommended by Playboy’s editors, and delivers push notifications to users when they are in proximity of venues of interest. The mobile alerts feature content such as VIP access to Playboy events and venue reviews from Playboy’s editors.
What’s interesting about this offering is that Xtify offers the only location-based push notification technology that allows publishers to send notifications to their mobile audience even when the application is closed, greatly enhancing location-relevancy in the process. The app is only available for Android devices currently, with availability for other smartphones in the pipeline, the company says.
The new app is now live in New York City and Los Angeles with additional cities receiving the alert system throughout 2011. City content will also be updated every few weeks as new locations are reviewed by Playboy’s editors. Additionally, users will be alerted to special offers and perks in select cities across the country.
“Playboy is an authority in the nightlife space with entertainment content that is even more relevant when unleashed from the confines of a computer or magazine,” said Josh Rochlin, CEO of Xtify. ”With the Scout application, we are seeing the future of how geo-enabled offerings will allow brands to have a more meaningful relationship with their mobile customers. Xtify’s push notification technology and management tools make it easy for Playboy to deliver the most relevant, timely and highly engaging offers and content to its readers, ensuring a satisfying consumer experience with each notification.”
Survey: 75% Of Mobile YouTube Users Say Mobile Is Their Primary Means Of Access
Google today released the results of a new survey of mobile YouTube users that indicate an overwhelming preference for accessing mobile video content via mobile devices.
In response to a growing number of people accessing their videos through m.youtube.com, Google issued a survey on the mobile site which received over 16,000 responses. Of which, 75% say that their mobile is the number one device they use to watch YouTube videos. Furthermore, the survey shows 70% of respondents use the mobile YouTube site at least once per day.
Other findings indicate that 58% of users spend 20+ minutes per visit and that 38% are happy to say that their Online use of YouTube is being replaced by YouTube Mobile. Of course, the results of the survey are obviously self-serving to Google, as the results were posted on its “Google Mobile Ads Blog.” The post goes on to say “however, these results may not be as surprising when you learn that, according to Nielsen, YouTube Mobile is the #1 video viewing mobile website in the US, with more than 7.1MM monthly unique users.”
The search giant took the opportunity to promote its “daily roadblock” ads as well. ”Advertisers can now own 100% share-of-voice on YouTube Mobile by purchasing a daily roadblock and owning all available ad impressions for 24 hours. Ads run on the Search, Browse and Home pages of the mobile website.”
In response to a growing number of people accessing their videos through m.youtube.com, Google issued a survey on the mobile site which received over 16,000 responses. Of which, 75% say that their mobile is the number one device they use to watch YouTube videos. Furthermore, the survey shows 70% of respondents use the mobile YouTube site at least once per day.
Other findings indicate that 58% of users spend 20+ minutes per visit and that 38% are happy to say that their Online use of YouTube is being replaced by YouTube Mobile. Of course, the results of the survey are obviously self-serving to Google, as the results were posted on its “Google Mobile Ads Blog.” The post goes on to say “however, these results may not be as surprising when you learn that, according to Nielsen, YouTube Mobile is the #1 video viewing mobile website in the US, with more than 7.1MM monthly unique users.”
The search giant took the opportunity to promote its “daily roadblock” ads as well. ”Advertisers can now own 100% share-of-voice on YouTube Mobile by purchasing a daily roadblock and owning all available ad impressions for 24 hours. Ads run on the Search, Browse and Home pages of the mobile website.”
JagTag Debuts New 2D Barcode Technology That Requires No Special Software
2D barcodes have a lot of potential, especially in the realm of mobile marketing, but a major roadblock for widespread adoption in the U.S. remains device limitations- mainly the fact that users are required to download special software to their devices to utilize the technology, making it not worth it for most consumers.
A new company dubbed JagTag aims to change all that with its introduction of 2D “brandcodes,” or unique 2D barcodes that are readable via any cell phone with a camera, even minimalistic feature-phones, and thereby require no additional software for the end-user to obtain. The new technology marks the first and only viable 2D barcode solution available in the U.S.
It works by utilizing MMS- a user snaps a photo of the barcode, sends it off to a shortcode, JagTag’s platform retrieves the associated content and returns it back to the user via MMS. The platform takes into account several metrics before sending out associated content. When a user sends a barcode off to JagTag, its platform takes into account the user’s phone number and device information, and returns personalized content based on that user’s profile, device capability and the particular brand’s specifications.
JagTag is a self-proclaimed “non-invasive, ‘pull’ mobile media that transforms a marketer’s physical objects into interactive and measurable digital media.” It prides itself as being the only media in the U.S. capable of delivering audio, video and pictures to a mass mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
I’ve long been a proponent of 2D barcodes for marketing potential, and JagTag seems to have hit the nail on the head. Still, the technology seems to be more of an image-recognition technology more than a barcode technology which makes me wonder why marketers would want to use barcodes instead of branded images for consumers to interact with. Companies like SnapTell utilize the exact same methodology, except they use images of physical-world objects instead of barcodes.
To me, physical-world image recognition is a much more powerful technology than 2D barcodes- though underlying factors may contradict completely. What do you think- which provides more benefit? 2D barcodes or physical-world image recognition.
A new company dubbed JagTag aims to change all that with its introduction of 2D “brandcodes,” or unique 2D barcodes that are readable via any cell phone with a camera, even minimalistic feature-phones, and thereby require no additional software for the end-user to obtain. The new technology marks the first and only viable 2D barcode solution available in the U.S.
It works by utilizing MMS- a user snaps a photo of the barcode, sends it off to a shortcode, JagTag’s platform retrieves the associated content and returns it back to the user via MMS. The platform takes into account several metrics before sending out associated content. When a user sends a barcode off to JagTag, its platform takes into account the user’s phone number and device information, and returns personalized content based on that user’s profile, device capability and the particular brand’s specifications.
JagTag is a self-proclaimed “non-invasive, ‘pull’ mobile media that transforms a marketer’s physical objects into interactive and measurable digital media.” It prides itself as being the only media in the U.S. capable of delivering audio, video and pictures to a mass mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
I’ve long been a proponent of 2D barcodes for marketing potential, and JagTag seems to have hit the nail on the head. Still, the technology seems to be more of an image-recognition technology more than a barcode technology which makes me wonder why marketers would want to use barcodes instead of branded images for consumers to interact with. Companies like SnapTell utilize the exact same methodology, except they use images of physical-world objects instead of barcodes.
To me, physical-world image recognition is a much more powerful technology than 2D barcodes- though underlying factors may contradict completely. What do you think- which provides more benefit? 2D barcodes or physical-world image recognition.
Pew: Location-based services used by very few
With all the buzz surrounding location-based services you could be forgiven for thinking that every man and his dog are doing it. However, according to new figures from the Pew Research Center, most aren't checking in.
by Helen Leggatt
Foursquare, Gowalla, and now Facebook Places - all location-based services that have been in the news of late. But have they been embraced by the majority? Not according to Pew, who recently released figures showing just 1% of the online population are checking out checking-in.
In fact, just 4% of online adults use a service that allows them to share their location with friends, or finds those who are nearby, and on any given day only 1% of Internet users use such a service.
The age group that uses location-based services the most are, unsurprisingly, adults aged 18-29, at 8% - double the percentage of the next highest age group, 30-49.
However, with the introduction of Facebook Places, location-based services are getting a boost. Facebook Places has already attracted over 100 million check-ins in the three months it has been live.
by Helen Leggatt
Foursquare, Gowalla, and now Facebook Places - all location-based services that have been in the news of late. But have they been embraced by the majority? Not according to Pew, who recently released figures showing just 1% of the online population are checking out checking-in.
In fact, just 4% of online adults use a service that allows them to share their location with friends, or finds those who are nearby, and on any given day only 1% of Internet users use such a service.
The age group that uses location-based services the most are, unsurprisingly, adults aged 18-29, at 8% - double the percentage of the next highest age group, 30-49.
However, with the introduction of Facebook Places, location-based services are getting a boost. Facebook Places has already attracted over 100 million check-ins in the three months it has been live.
British consumers ready for mobile shopping, retailers aren't
Despite the desire of many Brits to shop via their mobile phones many of the U.K.'s retailers don't have transactional mobile shopping sites, according to new research from mobile shopping club Glamoo.
by Helen Leggatt
glamoo logo.pngThe U.K. has more mobile phones than people, and over a quarter of those devices are smartphones. Of the smartphone users, a whopping 75% would like to make purchases via their devices, found Glamoo's survey of 4,000 mobile users. They want to be able to do their weekly food shop, send gifts or book a trip abroad.
The fact is, 3 million Brits already shop from their mobiles at least once a week because it saves time (59%) and is convenient (31%). Of the places people said they would shop via their mobile, the passenger seat of a car was the most popular (42%) followed by during their daily commute (28%).
Half of the 1,000 or so smartphone owners surveyed by Glamoo said they would purchase a Christmas gift via their phone this year, and 44% of women would send a gift direct from their device.
However, they will mostly be limited to purchasing games, tickets and some electronic products via their mobile phones because the country's retail giants don't yet have transactional mobile sites. Many of the U.K.'s retailers have instead opted for apps, but are slowly moving over to mobile websites as the mobile Internet becomes more accessible to users.
According to a survey carried out by eDigital Research for the Association for Interactive Media and Entertainment (AIME), the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG), most U.K. retailers expect m-commerce to be part of their marketing strategy within the next year.
Over 40% intend to have a transactional mobile website, or app, within the next year.
"For brands, extending their presence onto mobile has been a daunting prospect, simply due to the new jargon, technologies and tricks of the trade that need to be understood in order to make the most of the medium," said Alex Kozloff, mobile manager for the Internet Advertising Bureau.
"But with U.K. consumers already seeking out brands on their mobile phones, in particular retailers, it really is essential that marketers ensure the mobile experience they offer is just as useful, usable and engaging as their other properties, both on and offline."
by Helen Leggatt
glamoo logo.pngThe U.K. has more mobile phones than people, and over a quarter of those devices are smartphones. Of the smartphone users, a whopping 75% would like to make purchases via their devices, found Glamoo's survey of 4,000 mobile users. They want to be able to do their weekly food shop, send gifts or book a trip abroad.
The fact is, 3 million Brits already shop from their mobiles at least once a week because it saves time (59%) and is convenient (31%). Of the places people said they would shop via their mobile, the passenger seat of a car was the most popular (42%) followed by during their daily commute (28%).
Half of the 1,000 or so smartphone owners surveyed by Glamoo said they would purchase a Christmas gift via their phone this year, and 44% of women would send a gift direct from their device.
However, they will mostly be limited to purchasing games, tickets and some electronic products via their mobile phones because the country's retail giants don't yet have transactional mobile sites. Many of the U.K.'s retailers have instead opted for apps, but are slowly moving over to mobile websites as the mobile Internet becomes more accessible to users.
According to a survey carried out by eDigital Research for the Association for Interactive Media and Entertainment (AIME), the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG), most U.K. retailers expect m-commerce to be part of their marketing strategy within the next year.
Over 40% intend to have a transactional mobile website, or app, within the next year.
"For brands, extending their presence onto mobile has been a daunting prospect, simply due to the new jargon, technologies and tricks of the trade that need to be understood in order to make the most of the medium," said Alex Kozloff, mobile manager for the Internet Advertising Bureau.
"But with U.K. consumers already seeking out brands on their mobile phones, in particular retailers, it really is essential that marketers ensure the mobile experience they offer is just as useful, usable and engaging as their other properties, both on and offline."
App-pocalypse for the mobile app?
Could mobile apps be ousted by mobile browsing? Many industry commentators believe that the app's survival, following the introduction of a more sophisticated mobile browser fueled by HTML5, is touch and go.
by Helen Leggatt
The limitations of smartphones, in terms of processing power and network bandwidth, have contributed significantly to the rise in popularity of mobile apps. Currently, more than a half a million apps are downloaded every hour, and the average smartphone user has 22.
However, that may all be about to change as smartphones get faster, 4G networks improve and HTML5 greatly enhances the mobile web browsing experience. DotMobi recently released figures showing 2000% growth in the number of mobile-ready websites.
According to the CEO of Impact Mobile, Gary Schwartz, the mobile browser is the ultimate app. "It happened on the desktop from widgets to browser. Now we are seeing this in an accelerated fashion with mobile thanks to HTML5," he said.
Picking up on the over-zealous control problems encountered by brands advertising with iAds, Mr Schwartz added, "And because the browser is not within Apple's iAd white picket fence, it has more advertising revenue options. Contest over."
Another "problem" with apps is their longevity. Mobile users may cram their devices full of apps but, over time, only 1 or 2 will continue to be used.
So, what's the future of apps? Many believe a balance will be achieved. Apps will continue to thrive based on their ability to take advantage of mobile phone features such as the camera and accelerometer.
Meanwhile, a good mobile site that allows for anyone with a mobile browser to visit and have a good experience will become just as, if not more, important.
by Helen Leggatt
The limitations of smartphones, in terms of processing power and network bandwidth, have contributed significantly to the rise in popularity of mobile apps. Currently, more than a half a million apps are downloaded every hour, and the average smartphone user has 22.
However, that may all be about to change as smartphones get faster, 4G networks improve and HTML5 greatly enhances the mobile web browsing experience. DotMobi recently released figures showing 2000% growth in the number of mobile-ready websites.
According to the CEO of Impact Mobile, Gary Schwartz, the mobile browser is the ultimate app. "It happened on the desktop from widgets to browser. Now we are seeing this in an accelerated fashion with mobile thanks to HTML5," he said.
Picking up on the over-zealous control problems encountered by brands advertising with iAds, Mr Schwartz added, "And because the browser is not within Apple's iAd white picket fence, it has more advertising revenue options. Contest over."
Another "problem" with apps is their longevity. Mobile users may cram their devices full of apps but, over time, only 1 or 2 will continue to be used.
So, what's the future of apps? Many believe a balance will be achieved. Apps will continue to thrive based on their ability to take advantage of mobile phone features such as the camera and accelerometer.
Meanwhile, a good mobile site that allows for anyone with a mobile browser to visit and have a good experience will become just as, if not more, important.
Mobile users using voice for local searches
Ever wondered what mobile phone users who initiate searches using voice are looking for, or why they use the function? New research from ad network Chitika throws some light on the matter.
by Helen Leggatt
More mobile users are catching on to voice search. Google carries around 97% of all iPhone search traffic and it has recently been discovered that 7% of those searches are initiated via voice.
However, that's small potatoes compared to the number made by Android users. Google CEO Eric Schmidt said previously that 25% of Android-based Google searches in the U.S. are initiated by voice. It's worth noting at this point that voice search is often preloaded on new Android devices.
According to Chitika's research, those who search using voice are three times more likely to be looking for local results. But, why use voice? According to Chitika's Dan Ruby, searching by voice is often used by those behind the wheel of a car for safety reasons and because, in some parts of the world, texting while driving is illegal.
Google has plans to revamp their voice-enabling offerings and are shutting down 1-800-GOOG-411, their original voice-powered directory assistance service, in just a couple of weeks time (12 November, 2010).
"Our success encouraged us to aim for more innovation," announced a team member earlier this month. "Thus, we're putting all of our resources into speech-enabling the next generation of Google products and services across a multitude of languages."
Google has already begun ramping up their voice-powered products. Last week Google Mobile added voice search in four new languages: Russian, Polish, Czech, and Turkish.
by Helen Leggatt
More mobile users are catching on to voice search. Google carries around 97% of all iPhone search traffic and it has recently been discovered that 7% of those searches are initiated via voice.
However, that's small potatoes compared to the number made by Android users. Google CEO Eric Schmidt said previously that 25% of Android-based Google searches in the U.S. are initiated by voice. It's worth noting at this point that voice search is often preloaded on new Android devices.
According to Chitika's research, those who search using voice are three times more likely to be looking for local results. But, why use voice? According to Chitika's Dan Ruby, searching by voice is often used by those behind the wheel of a car for safety reasons and because, in some parts of the world, texting while driving is illegal.
Google has plans to revamp their voice-enabling offerings and are shutting down 1-800-GOOG-411, their original voice-powered directory assistance service, in just a couple of weeks time (12 November, 2010).
"Our success encouraged us to aim for more innovation," announced a team member earlier this month. "Thus, we're putting all of our resources into speech-enabling the next generation of Google products and services across a multitude of languages."
Google has already begun ramping up their voice-powered products. Last week Google Mobile added voice search in four new languages: Russian, Polish, Czech, and Turkish.
M:Coupons: An answer for mobile revenue?
Not necessarily, at least according to one industry expert. Jeff Weidauer, Vice President of Marketing and Strategy with Vestcom says that mobile coupons are good, but they are not the solution to revenue issues. Read on for BizReport's Q&A with Weidauer.
by Kristina Knight
Kristina: "Coupons have experienced tremendous growth in the last couple of years. Given this success, why do you believe they are not the right thing to do?"
Jeff Weidauer, VP of Marketing and Strategy with Vestcom: "Putting coupons on a mobile device is missing the point, as well as the opportunity. The fact that the vast majority of adults never go anywhere without their phone--and increasingly, their smartphone--provides an opportunity for marketers to engage with them in ways they have never been able to do before."
Kristina: "But there are those in the industry who point to higher incremental sales and redemption rates. What do you say to that?"
Weidauer: "That is partly true. While coupons do theoretically drive incremental sales, there is little evidence to support their long-term affect on shopper loyalty. They really are no more effective than a TPR (temporary price reduction). Coupons--whatever form they take--are not strategic. They are tactical and transactional, by definition, and are a short-term way to buy sales that does little for the brand in terms of loyalty. [In] most cases digital coupons sent to shoppers' mobile phones present a new logistical problem: How do you redeem them at checkout? If the coupon in question is a barcode on the screen (which many are), that means the shopper must hand over her phone to the cashier. A shopper isn't really going to want to that, and the cashier isn't going to be thrilled either about having to handle all those phones all day. And how do I handle multiple coupons?
Kristina: "What is the right way to get offers to shoppers via their mobile device?"
Weidauer: "The first step is to back up a level or two; stop thinking in terms of mobile, and look at the bigger picture, the overall marketing strategy. If you're thinking about developing a mobile strategy, stop. Instead, think about the overarching marketing strategy, and then look at mobile as you would any other medium. But consider mobile as a touchpoint that offers an always-on, always-connected way to engage shoppers and provide information to influence and guide the purchase decision. That doesn't mean go develop and deploy an app--unless that app has a clearly defined role in your go-to-market strategy, enhances the engagement with the shopper, and ideally provides back-end data on shopper behavior that can be tied to transactional history."
Kristina: "Are shoppers ready for that?"
Weidauer: "Absolutely. Shoppers are already using their ability to connect anytime and anyplace to make purchase decisions. They are way ahead of retailers in their sophistication and will reward marketers who enable this behavior. And those marketers who both enable and reward mobile use will learn more about their customers, allowing them to more effectively engage them. That is the opportunity--deeper engagement with shoppers that drives beneficial behavior and which both the shopper and the retailer find value in."
by Kristina Knight
Kristina: "Coupons have experienced tremendous growth in the last couple of years. Given this success, why do you believe they are not the right thing to do?"
Jeff Weidauer, VP of Marketing and Strategy with Vestcom: "Putting coupons on a mobile device is missing the point, as well as the opportunity. The fact that the vast majority of adults never go anywhere without their phone--and increasingly, their smartphone--provides an opportunity for marketers to engage with them in ways they have never been able to do before."
Kristina: "But there are those in the industry who point to higher incremental sales and redemption rates. What do you say to that?"
Weidauer: "That is partly true. While coupons do theoretically drive incremental sales, there is little evidence to support their long-term affect on shopper loyalty. They really are no more effective than a TPR (temporary price reduction). Coupons--whatever form they take--are not strategic. They are tactical and transactional, by definition, and are a short-term way to buy sales that does little for the brand in terms of loyalty. [In] most cases digital coupons sent to shoppers' mobile phones present a new logistical problem: How do you redeem them at checkout? If the coupon in question is a barcode on the screen (which many are), that means the shopper must hand over her phone to the cashier. A shopper isn't really going to want to that, and the cashier isn't going to be thrilled either about having to handle all those phones all day. And how do I handle multiple coupons?
Kristina: "What is the right way to get offers to shoppers via their mobile device?"
Weidauer: "The first step is to back up a level or two; stop thinking in terms of mobile, and look at the bigger picture, the overall marketing strategy. If you're thinking about developing a mobile strategy, stop. Instead, think about the overarching marketing strategy, and then look at mobile as you would any other medium. But consider mobile as a touchpoint that offers an always-on, always-connected way to engage shoppers and provide information to influence and guide the purchase decision. That doesn't mean go develop and deploy an app--unless that app has a clearly defined role in your go-to-market strategy, enhances the engagement with the shopper, and ideally provides back-end data on shopper behavior that can be tied to transactional history."
Kristina: "Are shoppers ready for that?"
Weidauer: "Absolutely. Shoppers are already using their ability to connect anytime and anyplace to make purchase decisions. They are way ahead of retailers in their sophistication and will reward marketers who enable this behavior. And those marketers who both enable and reward mobile use will learn more about their customers, allowing them to more effectively engage them. That is the opportunity--deeper engagement with shoppers that drives beneficial behavior and which both the shopper and the retailer find value in."
Women use mobile search to find sex, career advice
Women use mobile search to find sex, career advice
Women aren't yet comfortable with using their mobile devices for m-commerce, according to new research from iCrossing, instead preferring to use them to find advice or as entertainment.
by Helen Leggatt
icrossing logo.jpgBy analyzing mobile search data, U.K.-based iCrossing uncovered interesting insights into what women are searching for via their mobile phones.
It turns out their mobiles devices are portable agony aunts.
The vast majority of mobile searches by women were found to be advice related - anything from sex and relationships to recipes and career advice. Sex advice and weight loss, both very personal topics, were far more likely to be searched for on a mobile device than at a desktop.
"Two factors are influencing this mobile behavior," writes iCrossing's Nuria Sadurni. "An obvious one is privacy - with mobile browsing users can check things in a more private environment. The second factor is pure entertainment; users can check 'women stuff on-the-go' during their spare time."
And when they're not seeking out advice, they turn their phones into glossy mags with searches for celebrities and gossip also appearing on the list.
However, it seems women aren't yet wholly comfortable with doing business via their mobiles. Such transactions are seen as too involved to be carried out on their devices and, says iCrossing, women prefer to use their desktops to make online purchases.
"Transactions such as buying a handbag are far more demanding (product comparison is key), particularly when mobile devices still present some limitations making it difficult to perform this type of task with ease," says Sadurni.
Brands should take note and find innovative ways in which to insert themselves into this mobile search behavior. Providing content such as top tips, how-to's and professional advice on personal matters will all prove popular with women on-the-go.
Tags: mobile marketing, m
Women aren't yet comfortable with using their mobile devices for m-commerce, according to new research from iCrossing, instead preferring to use them to find advice or as entertainment.
by Helen Leggatt
icrossing logo.jpgBy analyzing mobile search data, U.K.-based iCrossing uncovered interesting insights into what women are searching for via their mobile phones.
It turns out their mobiles devices are portable agony aunts.
The vast majority of mobile searches by women were found to be advice related - anything from sex and relationships to recipes and career advice. Sex advice and weight loss, both very personal topics, were far more likely to be searched for on a mobile device than at a desktop.
"Two factors are influencing this mobile behavior," writes iCrossing's Nuria Sadurni. "An obvious one is privacy - with mobile browsing users can check things in a more private environment. The second factor is pure entertainment; users can check 'women stuff on-the-go' during their spare time."
And when they're not seeking out advice, they turn their phones into glossy mags with searches for celebrities and gossip also appearing on the list.
However, it seems women aren't yet wholly comfortable with doing business via their mobiles. Such transactions are seen as too involved to be carried out on their devices and, says iCrossing, women prefer to use their desktops to make online purchases.
"Transactions such as buying a handbag are far more demanding (product comparison is key), particularly when mobile devices still present some limitations making it difficult to perform this type of task with ease," says Sadurni.
Brands should take note and find innovative ways in which to insert themselves into this mobile search behavior. Providing content such as top tips, how-to's and professional advice on personal matters will all prove popular with women on-the-go.
Tags: mobile marketing, m
Forecast: Q4 2010 a 'blow out' for mobile?
Forecast: Q4 2010 a 'blow out' for mobile?
The Year of Mobile hasn't exactly appeared - at least not yet - but if one industry expert is correct, Q4 of 2010 may be the Quarter of Mobile. Why? Because heading into the holiday shopping season more brands are expected to hit the mobile information superhighway to engage consumers and convert shoppers.
by Kristina Knight
Just how big might Q4 be? According to mobile ad hub Greystripe Q4 mobile revenue may increase by as much a 600% from Q4 2009 as retail, auto and consumer packaged goods (CPG) brands push into the mobile space.
"We expect a majority of Fortune 100 consumer brands to run mobile advertising campaigns this holiday season," said Michael Chang, Greystripe CEO. "We are seeing unprecedented demand firsthand and believe this is an industry-wide trend that will continue into 2011 and beyond. The [mobile] industry has really evolved over the last year with mobile now solidifying itself as a critical piece of a brand's marketing strategy."
According to Greystripe information in Q3 2010 about 75% of brand advertisers using the platform were buying across at least two devices, mainly iPhone and Android units, that is double the amount of brands that were using cross-device ads in Q2. The company is also reporting that about half of brand advertisers using their hub are utilizing rich media to develop in-app and mobile browser campaigns.
A recent eMarketer report would seem to go along with Greystripe's forecast. According to the report, because so many consumers are already in the mobile space, even if they haven't upgraded to a smartphone just yet, marketers need to be there as well. Since people are already using smartphones to play games, listen to music, access social networks and browse the web - as well as talk and text - it makes sense for brands to be there sponsoring or providing the content which these consumers want.
The Year of Mobile hasn't exactly appeared - at least not yet - but if one industry expert is correct, Q4 of 2010 may be the Quarter of Mobile. Why? Because heading into the holiday shopping season more brands are expected to hit the mobile information superhighway to engage consumers and convert shoppers.
by Kristina Knight
Just how big might Q4 be? According to mobile ad hub Greystripe Q4 mobile revenue may increase by as much a 600% from Q4 2009 as retail, auto and consumer packaged goods (CPG) brands push into the mobile space.
"We expect a majority of Fortune 100 consumer brands to run mobile advertising campaigns this holiday season," said Michael Chang, Greystripe CEO. "We are seeing unprecedented demand firsthand and believe this is an industry-wide trend that will continue into 2011 and beyond. The [mobile] industry has really evolved over the last year with mobile now solidifying itself as a critical piece of a brand's marketing strategy."
According to Greystripe information in Q3 2010 about 75% of brand advertisers using the platform were buying across at least two devices, mainly iPhone and Android units, that is double the amount of brands that were using cross-device ads in Q2. The company is also reporting that about half of brand advertisers using their hub are utilizing rich media to develop in-app and mobile browser campaigns.
A recent eMarketer report would seem to go along with Greystripe's forecast. According to the report, because so many consumers are already in the mobile space, even if they haven't upgraded to a smartphone just yet, marketers need to be there as well. Since people are already using smartphones to play games, listen to music, access social networks and browse the web - as well as talk and text - it makes sense for brands to be there sponsoring or providing the content which these consumers want.
dotMobi: 2000% growth in number of mobile-ready websites
dotMobi: 2000% growth in number of mobile-ready websites
No, that's not a typo in the headline. New research from dotMobi does indeed show a humongous rise in the number of mobile-ready websites that consumers can access from their mobile handsets. Read on for the figures and how to make your mobile website user friendly.
by Helen Leggatt
In 2008, there were approximately 150,000 mobile-ready websites. In just two years that number has risen to over 3 million. That growth, some say, is faster than the growth of desktop Internet over a similar period.
The world's top 1,000 websites, as ranked by Alexa, are certainly choosing to offer mobile-friendly alternatives. dobMobi's study found that over 40% have a mobile version.
This percentage decreases the further down the rankings you go, down to just under 30% for the top 10,000 websites and 19% overall among all 500,000 sites ranked.
Thanks to new tools, and the proliferation of HTML5 support, brands are now able to provide a mobile Internet experience that works across all platforms and devices.
An important part of mobile Internet success is having a website that is easy to use and functions efficiently despite the restrictions of a mobile phone's screen size and usability.
Bear the following in mind to ensure mobile Internet site visitors have the best experience possible.
1. Keep it simple
The golden rule of mobile website content is "less is more". Cut out unnecessary images, or give visitors the option of whether to view them.
2. Cut down clicks
Make information easily reachable without the need for excessive clicks or typing.
3. Hone the homepage
Consider what features customers find most important to the mobile shopping experience and highlight them on the homepage.
4. Be finger-friendly
Touch screens are becoming more widespread. Users will be using their fingers to navigate. Make sure content and links are large and clear to make navigating the site hassle-free.
5. Test
What looks great on one device may be a complete turn-off on another, so test mobile websites on as many platforms as possible.
No, that's not a typo in the headline. New research from dotMobi does indeed show a humongous rise in the number of mobile-ready websites that consumers can access from their mobile handsets. Read on for the figures and how to make your mobile website user friendly.
by Helen Leggatt
In 2008, there were approximately 150,000 mobile-ready websites. In just two years that number has risen to over 3 million. That growth, some say, is faster than the growth of desktop Internet over a similar period.
The world's top 1,000 websites, as ranked by Alexa, are certainly choosing to offer mobile-friendly alternatives. dobMobi's study found that over 40% have a mobile version.
This percentage decreases the further down the rankings you go, down to just under 30% for the top 10,000 websites and 19% overall among all 500,000 sites ranked.
Thanks to new tools, and the proliferation of HTML5 support, brands are now able to provide a mobile Internet experience that works across all platforms and devices.
An important part of mobile Internet success is having a website that is easy to use and functions efficiently despite the restrictions of a mobile phone's screen size and usability.
Bear the following in mind to ensure mobile Internet site visitors have the best experience possible.
1. Keep it simple
The golden rule of mobile website content is "less is more". Cut out unnecessary images, or give visitors the option of whether to view them.
2. Cut down clicks
Make information easily reachable without the need for excessive clicks or typing.
3. Hone the homepage
Consider what features customers find most important to the mobile shopping experience and highlight them on the homepage.
4. Be finger-friendly
Touch screens are becoming more widespread. Users will be using their fingers to navigate. Make sure content and links are large and clear to make navigating the site hassle-free.
5. Test
What looks great on one device may be a complete turn-off on another, so test mobile websites on as many platforms as possible.
Mobile phones are the new on-the-go health reference
Mobile phones are the new on-the-go health reference
Internet users have long turned to the Internet to search and discuss their health issues. A new survey reveals now it's the turn of mobile phones to play a role in the maintenance and monitoring of a user's wellbeing.
by Helen Leggatt
According to a recent survey (.pdf) conducted by the Pew Internet Project, of the 85% of American adults who use a mobile phone, 17% have used it to look up health or medical information online.
Mobile phone users aged 18-29 were found to be much more likely than older users to have searched for health information from their phones. Twenty-nine percent of 18-29 year olds had used mobile Internet to find health information on-the-go, compared with 18% of 30-49 years olds, 7% of 50-64 year olds and 8% of those age 65+.
The use of health-related apps was also highest among 18-29 year olds. While almost one in ten of the 3,001 mobile users surveyed had an app that helps them manage their health, that figure rose among 18-29 years olds to 15%.
The number and variety of health-related apps available is immense - from calorie counters and personal health records to quit smoking programs.
Interestingly, urban cell phone owners are more likely than those who live in suburban or rural areas to have a mobile health app on their phone.
Health is also a popular topic on the Internet. Recent research from Synthesio found health to be the top topic of conversation online. Fourteen percent of the 200 million conversations monitored by Synthesio concerned people's health, followed by gaming and cars.
Internet users have long turned to the Internet to search and discuss their health issues. A new survey reveals now it's the turn of mobile phones to play a role in the maintenance and monitoring of a user's wellbeing.
by Helen Leggatt
According to a recent survey (.pdf) conducted by the Pew Internet Project, of the 85% of American adults who use a mobile phone, 17% have used it to look up health or medical information online.
Mobile phone users aged 18-29 were found to be much more likely than older users to have searched for health information from their phones. Twenty-nine percent of 18-29 year olds had used mobile Internet to find health information on-the-go, compared with 18% of 30-49 years olds, 7% of 50-64 year olds and 8% of those age 65+.
The use of health-related apps was also highest among 18-29 year olds. While almost one in ten of the 3,001 mobile users surveyed had an app that helps them manage their health, that figure rose among 18-29 years olds to 15%.
The number and variety of health-related apps available is immense - from calorie counters and personal health records to quit smoking programs.
Interestingly, urban cell phone owners are more likely than those who live in suburban or rural areas to have a mobile health app on their phone.
Health is also a popular topic on the Internet. Recent research from Synthesio found health to be the top topic of conversation online. Fourteen percent of the 200 million conversations monitored by Synthesio concerned people's health, followed by gaming and cars.
Mobile Marketer's Classic Guide to Mobile Advertising
Please click here to download Mobile Marketer's Classic Guide to Mobile Advertising.
Welcome to the second edition of Mobile Marketer's Classic Guide to Mobile Advertising.
A one-stop source for everything related to the workings of mobile advertising, this Classic Guide targets executives from brands, ad agencies, media planning and buying shops, publishers, mobile marketing firms, wireless carriers and other marketers interested in reaching out to busy consumers on the go.
While the nation is weathering this downturn, the mobile advertising and marketing sector has proved the one bright spot for marketing growth, albeit on a smaller base than most channels.
Fueling that positive trend is a reality: more consumers are taking their daily lives with them on the road, including talking, texting, exchanging email, accessing work documents, searching, shopping, checking weather, clicking pictures, watching video and television, playing games and consuming news and content. What fertile ground then for marketers to interact with mobile consumers.
This guide comprises 56 articles authored by some of the top executives in mobile advertising and marketing. The topics graduate from basic level to intermediate and then advanced, following Mobile Marketer's established pattern with its Classic Guide series.
While the mix may seem eclectic, the guide is chock-full with advice, best practice and how-to tips on everything, from a lay of the land and an Interactive Advertising Bureau primer on how to buy media on mobile to structuring and deploying mobile advertising campaigns and programs as well as their issues, analysis and measurement.
Must-read articles include viewpoints on mobile advertising and publishing from key executives at Microsoft Mobile Advertising, The New York Times, Forbes and The Associated Press.
Banner year
This guide will have succeeded in its mission if it convinces readers to begin a dialogue on mobile advertising or extends the commitment of those already in the field.
A lot is at stake here. Mass media are rapidly fragmenting, making the task of advertising to consumers more difficult. This is an issue not just for advertisers. Publishers also recognize that they need to be where the consumers are -- on mobile devices and on the wired Web.
However, as SmartReply president Eric Holmen points out in his article, "only the top 50 [publishers] account for 91 percent of all mobile advertising revenue."
What Mr. Holmen's observation implies is that smaller publishers are missing an opportunity to engage with their audiences on mobile and pretty much leaving money on the table for bigger competitors. Or maybe they are not putting up a better fight for mobile ad dollars.
Equally, advertisers will also benefit by offering mobile consumers an opportunity to view timely offers on the go, but they need the platform and trusted media brands to make their case.
So it is in the vital interest of advertisers, publishers, agencies, carriers and mobile marketing firms to get mobile advertising right and not just treat it like a stripped-down version of the wired Web.
Luckily for all, there are voices of reason working to get mobile right, if this Classic Guide is any indication. The key players in the mobile advertising and marketing ecosystem -- the ad networks, publishers, SMS firms, mobile marketing shops and ad agencies -- contributed heavily their time and effort to produce this work.
To all executives and their marketing communications specialists who helped make this edition a reality -- a big thank-you for your patience and hard work.
It is only through collaboration with all the key players in mobile advertising can a work like this become effective in its aims: to inform and educate marketers on the value of mobile advertising and perhaps entice those sitting on the sidelines to jump in -- now.
Many thanks also to Mobile Marketer's Giselle Tsirulnik and Dan Butcher for their reporting, Jordan Crook for her help with images and Jodie Solomon for convincing others to invest in this Classic Guide and others before it. Chris Harnick is new here, but he will participate in future efforts.
And then there's Rob DiGioia, art director on this effort. As many will notice, this is Mobile Marketer's largest Classic Guide to date -- 88 pages at 16 megabytes -- so try sending a link before emailing the entire PDF to friends, colleagues, prospects or clients.
Rob worked many hours on getting the pages and images right, no easy task with a finicky yours truly. Thank-you to him as well, although his mutter in the newsroom was within earshot: "It passed being a guide at 40 pages. You mean the Old Testament."
Please click here to download a copy of Mobile Marketer's Classic Guide to Mobile Advertising.
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Welcome to the second edition of Mobile Marketer's Classic Guide to Mobile Advertising.
A one-stop source for everything related to the workings of mobile advertising, this Classic Guide targets executives from brands, ad agencies, media planning and buying shops, publishers, mobile marketing firms, wireless carriers and other marketers interested in reaching out to busy consumers on the go.
While the nation is weathering this downturn, the mobile advertising and marketing sector has proved the one bright spot for marketing growth, albeit on a smaller base than most channels.
Fueling that positive trend is a reality: more consumers are taking their daily lives with them on the road, including talking, texting, exchanging email, accessing work documents, searching, shopping, checking weather, clicking pictures, watching video and television, playing games and consuming news and content. What fertile ground then for marketers to interact with mobile consumers.
This guide comprises 56 articles authored by some of the top executives in mobile advertising and marketing. The topics graduate from basic level to intermediate and then advanced, following Mobile Marketer's established pattern with its Classic Guide series.
While the mix may seem eclectic, the guide is chock-full with advice, best practice and how-to tips on everything, from a lay of the land and an Interactive Advertising Bureau primer on how to buy media on mobile to structuring and deploying mobile advertising campaigns and programs as well as their issues, analysis and measurement.
Must-read articles include viewpoints on mobile advertising and publishing from key executives at Microsoft Mobile Advertising, The New York Times, Forbes and The Associated Press.
Banner year
This guide will have succeeded in its mission if it convinces readers to begin a dialogue on mobile advertising or extends the commitment of those already in the field.
A lot is at stake here. Mass media are rapidly fragmenting, making the task of advertising to consumers more difficult. This is an issue not just for advertisers. Publishers also recognize that they need to be where the consumers are -- on mobile devices and on the wired Web.
However, as SmartReply president Eric Holmen points out in his article, "only the top 50 [publishers] account for 91 percent of all mobile advertising revenue."
What Mr. Holmen's observation implies is that smaller publishers are missing an opportunity to engage with their audiences on mobile and pretty much leaving money on the table for bigger competitors. Or maybe they are not putting up a better fight for mobile ad dollars.
Equally, advertisers will also benefit by offering mobile consumers an opportunity to view timely offers on the go, but they need the platform and trusted media brands to make their case.
So it is in the vital interest of advertisers, publishers, agencies, carriers and mobile marketing firms to get mobile advertising right and not just treat it like a stripped-down version of the wired Web.
Luckily for all, there are voices of reason working to get mobile right, if this Classic Guide is any indication. The key players in the mobile advertising and marketing ecosystem -- the ad networks, publishers, SMS firms, mobile marketing shops and ad agencies -- contributed heavily their time and effort to produce this work.
To all executives and their marketing communications specialists who helped make this edition a reality -- a big thank-you for your patience and hard work.
It is only through collaboration with all the key players in mobile advertising can a work like this become effective in its aims: to inform and educate marketers on the value of mobile advertising and perhaps entice those sitting on the sidelines to jump in -- now.
Many thanks also to Mobile Marketer's Giselle Tsirulnik and Dan Butcher for their reporting, Jordan Crook for her help with images and Jodie Solomon for convincing others to invest in this Classic Guide and others before it. Chris Harnick is new here, but he will participate in future efforts.
And then there's Rob DiGioia, art director on this effort. As many will notice, this is Mobile Marketer's largest Classic Guide to date -- 88 pages at 16 megabytes -- so try sending a link before emailing the entire PDF to friends, colleagues, prospects or clients.
Rob worked many hours on getting the pages and images right, no easy task with a finicky yours truly. Thank-you to him as well, although his mutter in the newsroom was within earshot: "It passed being a guide at 40 pages. You mean the Old Testament."
Please click here to download a copy of Mobile Marketer's Classic Guide to Mobile Advertising.
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Mobile Marketer's Mobile Women to Watch 2010
Mobile Marketer's Mobile Women to Watch 2010
By Mickey Alam Khan
November 27, 2009
Mobile Women to Watch 2010
Mobile Marketer's Mobile Women to Watch 2010
Please click here to download Mobile Marketer’s Mobile Women to Watch 2010
Mobile Marketer’s inaugural Mobile Women to Watch 2010 list celebrates smart women who are expected to make a difference in mobile advertising, marketing and media in 2010.
While we may have missed some who would rather stay out of the limelight, it is fair to say these women – 49 from the United States, three Canada and one from Britain – are achievers who have already left their stamp on mobile marketing.
Their dedication to the craft is nonpareil and their commitment admirable.
These marketers have steadfastly withstood several issues bedeviling mobile such as the constant need for client education, inadequate metrics, lack of decent budgets, carrier-centricity, male domination and hype.
Indeed, they have overcome skepticism of the first order to help their male and female colleagues and peers make mobile marketing an undeniable element of the interactive marketing mix. Soldiered on they have.
As Heidi Lehmann, CEO of MoxieQ and one of the Mobile Women to Watch, points out, “With most anything new, a common kneejerk reaction of larger companies and even consumers is to look for reasons why something won’t work.”
Primus inter pares
Mobile marketing has long been a game of perseverance and evangelism. These women are being honored for staying with a medium while it was born and through its coming-of-age party – which is now.
These women now have the brush, oils and canvas to paint bold strokes in 2010.
Through all of this excitement over mobile and its possibilities, this crowd remains levelheaded.
“In mobile,” said Allison Mooney, vice president of emerging technologies at Omnicom’s MobileBehavior, “you need to keep an eye on the future and a foot grounded in the present.”
How were these honorees chosen?
A call was sent out Sept. 14 to Mobile Marketer readers in a published article (see story). Combined with reader nominations and recommendations from Mobile Marketer’s Giselle Tsirulnik, Dan Butcher, Chris Harnick, Jodie Solomon and this writer, a list was drawn up. Many thanks to them and to art director Rob DiGioia for the hard work.
Whittling down the names was hard. But there was no doubt of the final list.
The executives who made the cut were evangelists for the industry, astute observers of evolving consumer behavior at work and home, and advocates for ethical mobile marketing as part of the multichannel media mix.
Above all, they served as admirable role models to other women – and even men – to consider a career in mobile marketing.
These women are poised to make more history in 2010. Get to know them through these pages as they write yet another chapter in mobile marketing’s book.
Please click here to download Mobile Marketer’s Mobile Women to Watch 2010
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
By Mickey Alam Khan
November 27, 2009
Mobile Women to Watch 2010
Mobile Marketer's Mobile Women to Watch 2010
Please click here to download Mobile Marketer’s Mobile Women to Watch 2010
Mobile Marketer’s inaugural Mobile Women to Watch 2010 list celebrates smart women who are expected to make a difference in mobile advertising, marketing and media in 2010.
While we may have missed some who would rather stay out of the limelight, it is fair to say these women – 49 from the United States, three Canada and one from Britain – are achievers who have already left their stamp on mobile marketing.
Their dedication to the craft is nonpareil and their commitment admirable.
These marketers have steadfastly withstood several issues bedeviling mobile such as the constant need for client education, inadequate metrics, lack of decent budgets, carrier-centricity, male domination and hype.
Indeed, they have overcome skepticism of the first order to help their male and female colleagues and peers make mobile marketing an undeniable element of the interactive marketing mix. Soldiered on they have.
As Heidi Lehmann, CEO of MoxieQ and one of the Mobile Women to Watch, points out, “With most anything new, a common kneejerk reaction of larger companies and even consumers is to look for reasons why something won’t work.”
Primus inter pares
Mobile marketing has long been a game of perseverance and evangelism. These women are being honored for staying with a medium while it was born and through its coming-of-age party – which is now.
These women now have the brush, oils and canvas to paint bold strokes in 2010.
Through all of this excitement over mobile and its possibilities, this crowd remains levelheaded.
“In mobile,” said Allison Mooney, vice president of emerging technologies at Omnicom’s MobileBehavior, “you need to keep an eye on the future and a foot grounded in the present.”
How were these honorees chosen?
A call was sent out Sept. 14 to Mobile Marketer readers in a published article (see story). Combined with reader nominations and recommendations from Mobile Marketer’s Giselle Tsirulnik, Dan Butcher, Chris Harnick, Jodie Solomon and this writer, a list was drawn up. Many thanks to them and to art director Rob DiGioia for the hard work.
Whittling down the names was hard. But there was no doubt of the final list.
The executives who made the cut were evangelists for the industry, astute observers of evolving consumer behavior at work and home, and advocates for ethical mobile marketing as part of the multichannel media mix.
Above all, they served as admirable role models to other women – and even men – to consider a career in mobile marketing.
These women are poised to make more history in 2010. Get to know them through these pages as they write yet another chapter in mobile marketing’s book.
Please click here to download Mobile Marketer’s Mobile Women to Watch 2010
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Announcing the official launch of Mobile Commerce Daily
Announcing the official launch of Mobile Commerce Daily
By Mickey Alam Khan
December 9, 2009
MCD
Mobile Commerce Daily
Two years ago, Mobile Marketer was launched to offer news, analysis and opinion on mobile advertising, marketing, media and commerce.
Now, thanks to your valued support, it is the news leader in its category.
Mobile Commerce Daily has officially launched at MobileCommerceDaily.com or McommerceDaily.com.
Styled on its sibling publication, Mobile Commerce Daily offers news, analysis and opinion on mobile commerce – the next frontier of retail.
Mobile Commerce Daily focuses on how retailers and sellers of content, products and services use the mobile medium to acquire and retain customers by encouraging transactions on mobile phones as well as by driving traffic to retail stores, catalogs, the wired Web or other channels.
Mobile Marketer covers the mobile marketing activity. Mobile Commerce Daily extends that by also covering the transactional activity.
Since its beta debut a few months ago, Mobile Commerce Daily has covered scores of Fortune 1000 retail brands using the mobile medium as part of their multichannel mix. These retailers are no doubt aware that the on-the-go consumer will increasingly engage in on-the-go shopping and buying.
Mobile Marketer editors and reporters Giselle Tsirulnik, Dan Butcher, Chris Harnick and this writer comprise the Mobile Commerce Daily team. Please reach out to us with news tips, case studies, research and column ideas. We look forward to hearing from you.
Please click here to read today’s edition of Mobile Commerce Daily. If you like what you see, we invite you to subscribe to the publication and spread the word, too. You can also subscribe by visiting http://www.mobilecommercedaily.com/newsletter.
We look forward to welcoming you as a Mobile Commerce Daily subscriber and soon, as a newsmaker in our new publication.
Please click here to access the subscription page of Mobile Commerce Daily.
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
By Mickey Alam Khan
December 9, 2009
MCD
Mobile Commerce Daily
Two years ago, Mobile Marketer was launched to offer news, analysis and opinion on mobile advertising, marketing, media and commerce.
Now, thanks to your valued support, it is the news leader in its category.
Mobile Commerce Daily has officially launched at MobileCommerceDaily.com or McommerceDaily.com.
Styled on its sibling publication, Mobile Commerce Daily offers news, analysis and opinion on mobile commerce – the next frontier of retail.
Mobile Commerce Daily focuses on how retailers and sellers of content, products and services use the mobile medium to acquire and retain customers by encouraging transactions on mobile phones as well as by driving traffic to retail stores, catalogs, the wired Web or other channels.
Mobile Marketer covers the mobile marketing activity. Mobile Commerce Daily extends that by also covering the transactional activity.
Since its beta debut a few months ago, Mobile Commerce Daily has covered scores of Fortune 1000 retail brands using the mobile medium as part of their multichannel mix. These retailers are no doubt aware that the on-the-go consumer will increasingly engage in on-the-go shopping and buying.
Mobile Marketer editors and reporters Giselle Tsirulnik, Dan Butcher, Chris Harnick and this writer comprise the Mobile Commerce Daily team. Please reach out to us with news tips, case studies, research and column ideas. We look forward to hearing from you.
Please click here to read today’s edition of Mobile Commerce Daily. If you like what you see, we invite you to subscribe to the publication and spread the word, too. You can also subscribe by visiting http://www.mobilecommercedaily.com/newsletter.
We look forward to welcoming you as a Mobile Commerce Daily subscriber and soon, as a newsmaker in our new publication.
Please click here to access the subscription page of Mobile Commerce Daily.
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Mobile Marketer's Classic Guide to Mobile Commerce
Mobile Marketer's Classic Guide to Mobile Commerce
By Mickey Alam Khan
May 11, 2010
Mobile Marketer's Classic Guide to Mobile Commerce
Mobile Marketer's Classic Guide to Mobile Commerce
Please click here to download the latest edition of Mobile Marketer's Classic Guide to Mobile Commerce
Mobile commerce will shape retail's future
Welcome to the latest edition of Mobile Commerce Daily’s Classic Guide to Mobile Commerce.
A lot has changed since we published our earlier edition: more smartphones are on the market, retailers are increasingly launching mobile-friendly sites, applications and SMS programs, and consumers are cottoning to the idea of shopping on their mobile phones and devices.
That said, retailers have ways to go before mobile commerce becomes a uniformly smooth experience for searching, shopping and buying items. Mobile sites and applications have to be more user-friendly, and transaction friction – and fears – reduced.
Smart retailers such as Best Buy have proved that they can make mobile commerce an experience worth returning to, as our case study in this guide illustrates. Best Buy has turned to mobile not only to drive sales through the medium but also to push traffic to stores.
As Best Buy’s Amy Halford says, the company puts customers first and learns along the way.
This guide is designed to help retailers and marketers with their mobile commerce strategies.
Articles from industry experts with tips, best practices and case studies for mobile sites, applications, SMS, social media and videos will help readers make tactical and strategy decisions in an age when consumers expect a seamless shopping experience across channels.
Of course, we would highly recommend that you subscribe to Mobile Commerce Daily, the industry’s leading mobile commerce publication, for more content on the subject.
Please read this guide cover to cover. Feel free to reach out to the writers. These experts have worked hard to offer wisdom not found elsewhere and for that they have our thanks.
Many thanks as well to Giselle Tsirulnik, Dan Butcher and Rimma Kats for their help on this guide. Please reach out to them with story ideas and to this writer for opinion pieces.
Also, thank you to ad sales director Jodie Solomon and to art director Rob DiGioia, who is regularly promised a slim guide but gets the encyclopedia.
Please click here to download Mobile Marketer's Classic Guide to Mobile Commerce
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
By Mickey Alam Khan
May 11, 2010
Mobile Marketer's Classic Guide to Mobile Commerce
Mobile Marketer's Classic Guide to Mobile Commerce
Please click here to download the latest edition of Mobile Marketer's Classic Guide to Mobile Commerce
Mobile commerce will shape retail's future
Welcome to the latest edition of Mobile Commerce Daily’s Classic Guide to Mobile Commerce.
A lot has changed since we published our earlier edition: more smartphones are on the market, retailers are increasingly launching mobile-friendly sites, applications and SMS programs, and consumers are cottoning to the idea of shopping on their mobile phones and devices.
That said, retailers have ways to go before mobile commerce becomes a uniformly smooth experience for searching, shopping and buying items. Mobile sites and applications have to be more user-friendly, and transaction friction – and fears – reduced.
Smart retailers such as Best Buy have proved that they can make mobile commerce an experience worth returning to, as our case study in this guide illustrates. Best Buy has turned to mobile not only to drive sales through the medium but also to push traffic to stores.
As Best Buy’s Amy Halford says, the company puts customers first and learns along the way.
This guide is designed to help retailers and marketers with their mobile commerce strategies.
Articles from industry experts with tips, best practices and case studies for mobile sites, applications, SMS, social media and videos will help readers make tactical and strategy decisions in an age when consumers expect a seamless shopping experience across channels.
Of course, we would highly recommend that you subscribe to Mobile Commerce Daily, the industry’s leading mobile commerce publication, for more content on the subject.
Please read this guide cover to cover. Feel free to reach out to the writers. These experts have worked hard to offer wisdom not found elsewhere and for that they have our thanks.
Many thanks as well to Giselle Tsirulnik, Dan Butcher and Rimma Kats for their help on this guide. Please reach out to them with story ideas and to this writer for opinion pieces.
Also, thank you to ad sales director Jodie Solomon and to art director Rob DiGioia, who is regularly promised a slim guide but gets the encyclopedia.
Please click here to download Mobile Marketer's Classic Guide to Mobile Commerce
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
YKK AP rolls out first commercial building products app for professionals
YKK AP America Inc. has launched an iPad application that simplifies access to commercial building products for professionals.
The application provides building professionals with easy access to YKK’s high-end product images, details, installation checklists, green building resources, and introduces an innovative thermal performance calculator, myThermal Assistant.
“We wanted to offer the marketplace and our entire customer base the ability to benefit from the power of the iPad,” said Oliver Stepe, senior vice president of YKK AP America, Austell, GA.
“By providing this, we not only feature our products but also deliver value-rich tools – such as myThermalAssistant – to enhance productivity,” he said.
YKK AP America manufactures a complete line of aluminum entrances, storefronts, curtain walls, sunshades, and windows for use in commercial and institutional construction.
MyThermal Assistant enables building professionals to calculate the energy saving performance metrics of YKK AP products with project-specific glass packages using the AAMA 507 standard based on NFRC methods.
If a professional is unsure of which product and glass package to specify in order to meet the thermal performance needs of the building envelope, he or she can simply enter the desired energy performance criteria.
The program will recommend the YKK AP framing system and glass package to specify in order to meet that requirement.
“The app is intended for use by architects and/or any number of parties in the building process during building design or execution,” Mr. Stepe said. “A key challenge for building professionals is time wasted consulting with multiple framing systems and glass manufacturers to obtain product details.
“This now provides quick and instant access to manufacturer product offerings and the ability to conduct thermal performance analysis on building facade systems – all in one convenient app,” he said.
“In addition, the app further supports the execution stage of the building process by integrating quality assurance tools, such as videos and installation check lists.”
Tools to assist with the installation of YKK AP products in the field, including at-a-glance checklists, are also featured within the application.
Contractors can use this application to walk the job site and confirm that YKK AP’s recommended installation steps are being followed.
The application also features the top ten green building resources on the Web for commercial construction, YKK AP product data sheets, outlining system benefits and photos, installation instructions and videos, and a design manual outlining all aspects of YKK AP’s glazing systems.
“As the first commercial building products company to offer an app, we feel the launch supports our ongoing mission to offer not only cutting edge products but also the latest support systems and tools for our customers,” Mr. Stepe said.
“Significant value lies in the myThermalAssistant feature,” he said. “This platform allows a user to instantly integrate various framing and glass options to assess the overall building performance in accordance with known industry standards.
“Using this tool, building professionals can access the appropriate YKK AP products to meet the required code and industry regulations. Instead of contacting multiple parties via phone or email, users can find what they need in a matter of seconds.”
Final take
This video is presented to building professionals within the application
The application provides building professionals with easy access to YKK’s high-end product images, details, installation checklists, green building resources, and introduces an innovative thermal performance calculator, myThermal Assistant.
“We wanted to offer the marketplace and our entire customer base the ability to benefit from the power of the iPad,” said Oliver Stepe, senior vice president of YKK AP America, Austell, GA.
“By providing this, we not only feature our products but also deliver value-rich tools – such as myThermalAssistant – to enhance productivity,” he said.
YKK AP America manufactures a complete line of aluminum entrances, storefronts, curtain walls, sunshades, and windows for use in commercial and institutional construction.
MyThermal Assistant enables building professionals to calculate the energy saving performance metrics of YKK AP products with project-specific glass packages using the AAMA 507 standard based on NFRC methods.
If a professional is unsure of which product and glass package to specify in order to meet the thermal performance needs of the building envelope, he or she can simply enter the desired energy performance criteria.
The program will recommend the YKK AP framing system and glass package to specify in order to meet that requirement.
“The app is intended for use by architects and/or any number of parties in the building process during building design or execution,” Mr. Stepe said. “A key challenge for building professionals is time wasted consulting with multiple framing systems and glass manufacturers to obtain product details.
“This now provides quick and instant access to manufacturer product offerings and the ability to conduct thermal performance analysis on building facade systems – all in one convenient app,” he said.
“In addition, the app further supports the execution stage of the building process by integrating quality assurance tools, such as videos and installation check lists.”
Tools to assist with the installation of YKK AP products in the field, including at-a-glance checklists, are also featured within the application.
Contractors can use this application to walk the job site and confirm that YKK AP’s recommended installation steps are being followed.
The application also features the top ten green building resources on the Web for commercial construction, YKK AP product data sheets, outlining system benefits and photos, installation instructions and videos, and a design manual outlining all aspects of YKK AP’s glazing systems.
“As the first commercial building products company to offer an app, we feel the launch supports our ongoing mission to offer not only cutting edge products but also the latest support systems and tools for our customers,” Mr. Stepe said.
“Significant value lies in the myThermalAssistant feature,” he said. “This platform allows a user to instantly integrate various framing and glass options to assess the overall building performance in accordance with known industry standards.
“Using this tool, building professionals can access the appropriate YKK AP products to meet the required code and industry regulations. Instead of contacting multiple parties via phone or email, users can find what they need in a matter of seconds.”
Final take
This video is presented to building professionals within the application
Webinar on Dec. 9: Mobile Marketing in 2011: How High is High?
Please click here to register for the Wednesday, Dec. 9 webinar at 2 p.m ET to 3 p.m. ET: "Mobile Marketing in 2011: How High is High?"
Mobile Marketer will host an hour-long free outlook webinar on Thursday, Dec. 9 from 2 p.m. ET to 3 p.m. ET to discuss how mobile marketing will fare in 2011 for effective campaign planning and management. Hipcricket is the sponsor.
Top executives from Costco, USA Today, Doner, eMarketer and Hipcricket will discuss the prospects for mobile marketing in the year ahead in this webinar that is part of a series organized by Mobile Marketer.
“The world is mobile marketing’s oyster next year,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. “All forces are conspiring to make it a banner year, but it never pays to take success for granted.
“This webinar will offer tips on how to navigate mobile advertising, marketing, media and commerce in a year when much will be expected of the mobile medium as a consequence of higher budgetary allocation, execution capability and ROI measurement,” he said. “The panelists are just the bunch to carry the torch shedding light on mobile best practice.”
The mud bath involving Apple, Google, Microsoft, Research In Motion, Nokia and a whole bunch of others including retailers such as Amazon and eBay should leave no one in doubt that mobile advertising and marketing is the fastest-growing marketing medium even in a tepid economy.
While one out of four consumers today have smartphones with Web browsing and application download capability, that number is expected to jump to one out of three in 2011.
Given such smart mobile tools, more consumers are conducting their daily lives on mobile devices than ever before. The repercussions for communications, content and commerce are tremendous, but even more so for advertising and marketing.
So what will advertisers and agencies have to do to vie for these mobile consumers’ attention? How will they tie in their multichannel efforts to include mobile? How will they measure their efforts?
More to the point, how should marketers and agencies adapt to this changing landscape where more consumers are moving their work and personal chores to mobile devices? What role will mobile play in driving traffic to other channels?
At the same time, the world will still have far more feature phones, all capable of receiving and sending SMS – the workhorse of mobile advertising and marketing.
So, expect brands and agencies to continue to use SMS, mobile display ads, applications, in-game ads, search, location-based services and other mobile channels to help with overall branding and customer acquisition and customer retention efforts.
To discuss these issues, Mobile Marketer has assembled a panel of experts from organizations such as Costco, USA Today, Doner, eMarketer and Hipcricket. Mobile Marketer’s Dan Butcher will moderate.
Hipcricket, a mobile marketing firm in Kirkland, WA, is the sponsor of this webinar.
The webinar will start at 2 p.m. ET and end at 3 p.m. ET on Thursday, Dec. 9. Attendance is free. Registrants can ask questions – via the chat box – while the webinar is in progress and as panelists speak.
Please click here to register for the free webinar.
Below are more details on the webinar.
Topic
Mobile Marketing in 2011: How High is High?
Experts Offer Strategic Advice for Campaign Planning and Management
Organizer
Mobile Marketer
Sponsor
HipCricket
Date and duration
Thursday, Dec. 9, 2010, 2 p.m. ET to 3 p.m. ET
If the steady launches of campaigns, smartphones, applications and sites are any indication, 2011 is expected to be another banner year for mobile advertising, marketing, media and commerce.
Brands and agencies have grown increasingly comfortable with including SMS, mobile banner ads, mobile sites and mobile applications in their overall marketing mix – and so have consumers in their interactions with these marketing messages.
Also, the medium has become more measurable, making mobile an ideal complement to branding and customer acquisition and customer retention efforts.
However, mobile continues to receive only 1-3 percent of all marketing budgets – versus about 12-15 percent for online – despite the fact that more consumers are conducting work and personal chores on their mobile devices.
For that budgetary allocation to increase, issues such as SMS campaign provisioning and deployment, opt-in permissions, metrics, client education and location-based privacy concerns must be addressed.
This webinar will discuss the opportunities and challenges that lie ahead for marketers, agencies and publishers looking to include mobile into their marketing mix as more budgets and consumers move to interactive media.
The topics under discussion include:
Are mobile marketing’s benefits obvious to brands and agencies?
Where will the key opportunities for mobile lie in 2011?
What, if any, upcoming challenges can marketers expect with mobile?
Strategic advice for mobile program and campaign planning and management
Best-practice tips for mobile inclusion in multichannel marketing efforts
Where to invest in mobile next year?
To discuss these issues, Mobile Marketer has brought together a panel of industry experts:
Robb Walters, director of site design, Costco
Craig Etheridge, vice president of mobile advertising sales, Gannett Digital/USA Today
Timothy A. Blett, senior partner and president, Doner Newport Beach (CA)
Noah Elkin, senior analyst, eMarketer
Eric Harber, president and chief operating officer, Hipcricket
Moderator
Dan Butcher, associate editor, Mobile Marketer and Mobile Commerce Daily
The moderator will take questions while the panelists are presenting to keep the webinar lively. A common deck with respective talking points will be prepared for display and distribution.
Please click here to register for the webinar, “Mobile Marketing in 2011: How High is High?”
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Mobile Marketer will host an hour-long free outlook webinar on Thursday, Dec. 9 from 2 p.m. ET to 3 p.m. ET to discuss how mobile marketing will fare in 2011 for effective campaign planning and management. Hipcricket is the sponsor.
Top executives from Costco, USA Today, Doner, eMarketer and Hipcricket will discuss the prospects for mobile marketing in the year ahead in this webinar that is part of a series organized by Mobile Marketer.
“The world is mobile marketing’s oyster next year,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. “All forces are conspiring to make it a banner year, but it never pays to take success for granted.
“This webinar will offer tips on how to navigate mobile advertising, marketing, media and commerce in a year when much will be expected of the mobile medium as a consequence of higher budgetary allocation, execution capability and ROI measurement,” he said. “The panelists are just the bunch to carry the torch shedding light on mobile best practice.”
The mud bath involving Apple, Google, Microsoft, Research In Motion, Nokia and a whole bunch of others including retailers such as Amazon and eBay should leave no one in doubt that mobile advertising and marketing is the fastest-growing marketing medium even in a tepid economy.
While one out of four consumers today have smartphones with Web browsing and application download capability, that number is expected to jump to one out of three in 2011.
Given such smart mobile tools, more consumers are conducting their daily lives on mobile devices than ever before. The repercussions for communications, content and commerce are tremendous, but even more so for advertising and marketing.
So what will advertisers and agencies have to do to vie for these mobile consumers’ attention? How will they tie in their multichannel efforts to include mobile? How will they measure their efforts?
More to the point, how should marketers and agencies adapt to this changing landscape where more consumers are moving their work and personal chores to mobile devices? What role will mobile play in driving traffic to other channels?
At the same time, the world will still have far more feature phones, all capable of receiving and sending SMS – the workhorse of mobile advertising and marketing.
So, expect brands and agencies to continue to use SMS, mobile display ads, applications, in-game ads, search, location-based services and other mobile channels to help with overall branding and customer acquisition and customer retention efforts.
To discuss these issues, Mobile Marketer has assembled a panel of experts from organizations such as Costco, USA Today, Doner, eMarketer and Hipcricket. Mobile Marketer’s Dan Butcher will moderate.
Hipcricket, a mobile marketing firm in Kirkland, WA, is the sponsor of this webinar.
The webinar will start at 2 p.m. ET and end at 3 p.m. ET on Thursday, Dec. 9. Attendance is free. Registrants can ask questions – via the chat box – while the webinar is in progress and as panelists speak.
Please click here to register for the free webinar.
Below are more details on the webinar.
Topic
Mobile Marketing in 2011: How High is High?
Experts Offer Strategic Advice for Campaign Planning and Management
Organizer
Mobile Marketer
Sponsor
HipCricket
Date and duration
Thursday, Dec. 9, 2010, 2 p.m. ET to 3 p.m. ET
If the steady launches of campaigns, smartphones, applications and sites are any indication, 2011 is expected to be another banner year for mobile advertising, marketing, media and commerce.
Brands and agencies have grown increasingly comfortable with including SMS, mobile banner ads, mobile sites and mobile applications in their overall marketing mix – and so have consumers in their interactions with these marketing messages.
Also, the medium has become more measurable, making mobile an ideal complement to branding and customer acquisition and customer retention efforts.
However, mobile continues to receive only 1-3 percent of all marketing budgets – versus about 12-15 percent for online – despite the fact that more consumers are conducting work and personal chores on their mobile devices.
For that budgetary allocation to increase, issues such as SMS campaign provisioning and deployment, opt-in permissions, metrics, client education and location-based privacy concerns must be addressed.
This webinar will discuss the opportunities and challenges that lie ahead for marketers, agencies and publishers looking to include mobile into their marketing mix as more budgets and consumers move to interactive media.
The topics under discussion include:
Are mobile marketing’s benefits obvious to brands and agencies?
Where will the key opportunities for mobile lie in 2011?
What, if any, upcoming challenges can marketers expect with mobile?
Strategic advice for mobile program and campaign planning and management
Best-practice tips for mobile inclusion in multichannel marketing efforts
Where to invest in mobile next year?
To discuss these issues, Mobile Marketer has brought together a panel of industry experts:
Robb Walters, director of site design, Costco
Craig Etheridge, vice president of mobile advertising sales, Gannett Digital/USA Today
Timothy A. Blett, senior partner and president, Doner Newport Beach (CA)
Noah Elkin, senior analyst, eMarketer
Eric Harber, president and chief operating officer, Hipcricket
Moderator
Dan Butcher, associate editor, Mobile Marketer and Mobile Commerce Daily
The moderator will take questions while the panelists are presenting to keep the webinar lively. A common deck with respective talking points will be prepared for display and distribution.
Please click here to register for the webinar, “Mobile Marketing in 2011: How High is High?”
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Kraft marries ads to Meredith mobile content via exclusive partnership
Kraft has signed on as an exclusive sponsor for Meredith’s Better Homes and Gardens, incorporating its brand in the publication’s new mobile site.
Meredith has also rolled out mobile sites for its Parents and Fitness publications. L’Oreal is the exclusive partner for Fitness.
“We’re taking our brands wherever our readers are, in whatever form they want,” said Liz Schimel, executive vice president of consumer relationship management and digital media at Meredith, New York.
“We’ve built a strong foundation with mobile-optimized Web sites for Better Homes and Gardens, Parents and Fitness – with more sites to come soon,” she said. “And we’re rapidly extending our brands to smartphone and tablet apps to give readers instant access that’s both fun and useful.
Meredith is a media and marketing company serving American women.
The company partnered with The Hyperfactory, which developed the three mobile sites.
Key sponsors
Kraft is running a banner ad in the Better Homes and Gardens promoting its Breakstone’s sour cream product.
When users click on the ad, they are redirected to a page where they can view videos on how to incorporate the sour cream in their daily meals.
In addition, users can view recipes.
“Better Homes and Gardens, Parents and Fitness touch millions of women across multiple lifestages and lifestyles,” Ms. Schimel said. “So our mobile efforts are reaching out to all those women – who also have smartphones or tablets.”
Mobile sites
Users can access the Better Homes and Gardens mobile site by typing http://www.bhg.com on their mobile browser.
Readers can view thousands of slide shows, stories and recipes, weekly updates of top features and opt-in to the BHG mobile club where they can get SMS alerts on new content.
Users can access the Parents publication by going to http://www.parents.com.
There they can view a buying guide for everything moms need, sign up for weekly pregnancy fun fact text messages that align with a moms’ pregnancy week, read hundreds of expert-answered questions or browse the baby name finder, which features thousands of baby names.
The Fitness mobile site can be accessed at http://www.fitnessmagazine.com.
Readers can coordinated their iTunes playlists with the best songs for running, yoga and strength training, access to the entire library of workouts, hundreds of healthy recipes, which are searchable by meal or ingredient and view videos of best workouts.
“More magazine’s new iPhone app is due out any day now, and we have several more apps in the works, ranging from pregnancy to food, and from iPhone/iPad to Android,” Ms. Schimel said.
“Meredith is building on its app successes, too,” she said. “Parents already has Flashcards and Carve-a-Pumpkin apps for the iPhone, iTouch, and iPad; MixingBowl.com has an iPhone/iTouch app; and Fitness has two apps, including the recently launched Express Workouts, an iPhone/iTouch app that features over a dozen of the magazine’s most popular 15-minute routines.”
Editorial Assistant Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Meredith has also rolled out mobile sites for its Parents and Fitness publications. L’Oreal is the exclusive partner for Fitness.
“We’re taking our brands wherever our readers are, in whatever form they want,” said Liz Schimel, executive vice president of consumer relationship management and digital media at Meredith, New York.
“We’ve built a strong foundation with mobile-optimized Web sites for Better Homes and Gardens, Parents and Fitness – with more sites to come soon,” she said. “And we’re rapidly extending our brands to smartphone and tablet apps to give readers instant access that’s both fun and useful.
Meredith is a media and marketing company serving American women.
The company partnered with The Hyperfactory, which developed the three mobile sites.
Key sponsors
Kraft is running a banner ad in the Better Homes and Gardens promoting its Breakstone’s sour cream product.
When users click on the ad, they are redirected to a page where they can view videos on how to incorporate the sour cream in their daily meals.
In addition, users can view recipes.
“Better Homes and Gardens, Parents and Fitness touch millions of women across multiple lifestages and lifestyles,” Ms. Schimel said. “So our mobile efforts are reaching out to all those women – who also have smartphones or tablets.”
Mobile sites
Users can access the Better Homes and Gardens mobile site by typing http://www.bhg.com on their mobile browser.
Readers can view thousands of slide shows, stories and recipes, weekly updates of top features and opt-in to the BHG mobile club where they can get SMS alerts on new content.
Users can access the Parents publication by going to http://www.parents.com.
There they can view a buying guide for everything moms need, sign up for weekly pregnancy fun fact text messages that align with a moms’ pregnancy week, read hundreds of expert-answered questions or browse the baby name finder, which features thousands of baby names.
The Fitness mobile site can be accessed at http://www.fitnessmagazine.com.
Readers can coordinated their iTunes playlists with the best songs for running, yoga and strength training, access to the entire library of workouts, hundreds of healthy recipes, which are searchable by meal or ingredient and view videos of best workouts.
“More magazine’s new iPhone app is due out any day now, and we have several more apps in the works, ranging from pregnancy to food, and from iPhone/iPad to Android,” Ms. Schimel said.
“Meredith is building on its app successes, too,” she said. “Parents already has Flashcards and Carve-a-Pumpkin apps for the iPhone, iTouch, and iPad; MixingBowl.com has an iPhone/iTouch app; and Fitness has two apps, including the recently launched Express Workouts, an iPhone/iTouch app that features over a dozen of the magazine’s most popular 15-minute routines.”
Editorial Assistant Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Kenneth Cole debuts iPhone app to anchor holiday marketing push - Mobile Commerce Daily
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Kenneth Cole debuts iPhone app to anchor holiday marketing push
Kenneth Cole is placing a new iPhone application at the center of its “Be Careful What You Wish For” holiday campaign, featuring the brand’s first-ever digital wish list.
Please click here to read the entire story on Mobile Commerce Daily
Deloitte predicts mobile will play key role in holiday shopping process
Consumers are turning to smartphones to make the most of their holiday budgets this year, according to Deloitte’s 25th annual holiday survey.
Please click here to read the entire story on Mobile Commerce Daily
Half of US consumers plan to use mobile for holiday shopping: MMA
More than half of United States consumers plan to use mobile devices for holiday shopping this year, according to the latest monthly survey of mobile phone users by the MMA.
Please click here to read the entire story on Mobile Commerce Daily
MocoSpace mobile game platform nets $13 ARPU among iPhone, Android players
Mobile social network MocoSpace is generating revenue from Street Wars, the first mobile browser-based social game on the MocoSpace Game Platform, via virtual currency.
Please click here to read the entire story on Mobile Commerce Daily
Mobile, social media essential for targeting multicultural luxury consumers: agency execs - Luxury Daily
Luxury Daily today - Mobile, social media essential for targeting multicultural luxury consumers: agency execs; Gilt Groupe marks third year with Cyber Monday blitz.
Please click here to read the entire story on Mobile Commerce Daily
What should the mobile database record?
As marketers consider the future of their databases, they have to think about mobile customers, just as much as they do social customers.
Please click here to read the entire story on Mobile Commerce Daily
Please click here to sign up for Mobile Commerce Daily for free
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
Kenneth Cole debuts iPhone app to anchor holiday marketing push
Kenneth Cole is placing a new iPhone application at the center of its “Be Careful What You Wish For” holiday campaign, featuring the brand’s first-ever digital wish list.
Please click here to read the entire story on Mobile Commerce Daily
Deloitte predicts mobile will play key role in holiday shopping process
Consumers are turning to smartphones to make the most of their holiday budgets this year, according to Deloitte’s 25th annual holiday survey.
Please click here to read the entire story on Mobile Commerce Daily
Half of US consumers plan to use mobile for holiday shopping: MMA
More than half of United States consumers plan to use mobile devices for holiday shopping this year, according to the latest monthly survey of mobile phone users by the MMA.
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MocoSpace mobile game platform nets $13 ARPU among iPhone, Android players
Mobile social network MocoSpace is generating revenue from Street Wars, the first mobile browser-based social game on the MocoSpace Game Platform, via virtual currency.
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Mobile, social media essential for targeting multicultural luxury consumers: agency execs - Luxury Daily
Luxury Daily today - Mobile, social media essential for targeting multicultural luxury consumers: agency execs; Gilt Groupe marks third year with Cyber Monday blitz.
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What should the mobile database record?
As marketers consider the future of their databases, they have to think about mobile customers, just as much as they do social customers.
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Zagat Survey expands distribution strategy with Windows Phone 7 app
Zagat Survey has extended it mobile application to Windows Phone 7, letting users access its ratings and reviews for thousands of restaurants worldwide.
Zagat partnered with Handmark for the mobile application. Zagat To Go is available for download for $9.99 via the Windows Marketplace.
“The strategy behind Zagat To Go for Windows Phone 7, like all of our mobile applications, is to help people make smart dining decision on-the-go," said Ryan Charles, mobile product manager at Zagat, New York.
"The new application offers users access to ratings and reviews of restaurants in more than 88 cities worldwide," he said. "The app has advanced search functionality, the Zagat Dining Journal, which works as a virtual diary of the restaurants users have visited, real-time rating and reviewing capability and through our integration with Bing, door-to-door directions."
Consumers can find restaurants in their area with the GPS-enabled nearby search button.
In addition, the application features an integration with Bing that lets users browse nearby restaurants on a Bing map and access door-to-door directions.
Consumers can search restaurants by Zagat’s signature food, decor and service scores or conduct an advanced search for criteria such as cuisine or atmosphere.
“Our decision to extend the Zagat To Go product to Windows 7 was driven by our platform agnostic approach," Mr. Charles said. "It is always been Zagat’s mission to provide users with Zagat content wherever and whenever they want it and this exciting new platform was a logical next step.”
Users can also interact with the Zagat Dining Journal, which is a virtual diary of the Zagat-rated restaurant users visit throughout the year.
Consumers can add restaurants to their Dining Journal by tapping “Been Here” on the restaurant’s details page.
Additionally, users can rate and review restaurants in their journal.
"We are proud to say that Zagat To Go is the premiere restaurant application to launch on the Windows Phone 7 platform and was a featured launch app in Microsoft’s marketplace," Mr. Charles said. "We are also targeting ZAGAT.com users and our mobile customers to inform them of the new application."
Editorial Assistant Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.
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Zagat partnered with Handmark for the mobile application. Zagat To Go is available for download for $9.99 via the Windows Marketplace.
“The strategy behind Zagat To Go for Windows Phone 7, like all of our mobile applications, is to help people make smart dining decision on-the-go," said Ryan Charles, mobile product manager at Zagat, New York.
"The new application offers users access to ratings and reviews of restaurants in more than 88 cities worldwide," he said. "The app has advanced search functionality, the Zagat Dining Journal, which works as a virtual diary of the restaurants users have visited, real-time rating and reviewing capability and through our integration with Bing, door-to-door directions."
Consumers can find restaurants in their area with the GPS-enabled nearby search button.
In addition, the application features an integration with Bing that lets users browse nearby restaurants on a Bing map and access door-to-door directions.
Consumers can search restaurants by Zagat’s signature food, decor and service scores or conduct an advanced search for criteria such as cuisine or atmosphere.
“Our decision to extend the Zagat To Go product to Windows 7 was driven by our platform agnostic approach," Mr. Charles said. "It is always been Zagat’s mission to provide users with Zagat content wherever and whenever they want it and this exciting new platform was a logical next step.”
Users can also interact with the Zagat Dining Journal, which is a virtual diary of the Zagat-rated restaurant users visit throughout the year.
Consumers can add restaurants to their Dining Journal by tapping “Been Here” on the restaurant’s details page.
Additionally, users can rate and review restaurants in their journal.
"We are proud to say that Zagat To Go is the premiere restaurant application to launch on the Windows Phone 7 platform and was a featured launch app in Microsoft’s marketplace," Mr. Charles said. "We are also targeting ZAGAT.com users and our mobile customers to inform them of the new application."
Editorial Assistant Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.
Like this article? Sign up for a free subscription to Mobile Marketer's must-read newsletters on mobile marketing. Click here!
11 Kasım 2010 Perşembe
Android not Apple is Nokia’s Biggest Threat, says InMobi
obile ad network InMobi has released the first of a series of research reports providing a global independent perspective on mobile advertising. The first report is based on network research across 125 countries and six regions. It includes data from
InMobi’s proprietary network statistics, highlighting global trends; deep-dive analysis in six different regions, exposing trends and statistics around handset and OS penetration;
and a crowd-sourced, viral qualitative component with an open invitation to the industry to participate.
The research offers an analysis of mobile operating systems’ market share based on the available global ad impressions. Nokia comes out on top with 25.7 per cent, followed by Symbian (22.1 per cent), iPhone: (8.1 per cent), Android (2.2 per cent), RIM (2.8 per cent), weboS (1.1 per cent), and Windows Mobile: 0.6% (0.6 per cent).
It also reveals the regional breakdown of iPhone OS impressions, with N. America
accounting for 63.6 per cent, Europe for 24.3 per cent, Asia 10.8 per cent, the Middle East 1 per cent, and Africa 0.3 per cent.
The report also ranks the health of mobile advertising markets on a regional basis, with reference to a number of factors, ranging from the level of 3G and smartphone penetration, to how interested local media and advertisers are in mobile. Europe emerges as the healthiest mobile advertising market globally.
“Europe combines the wealth and media sophistication of a developed region with the complexity that often defines emerging markets such as Africa and Asia; namely multiple languages and an inherent fragmentation due to cultural and geographic boundaries,” says Rob Jonas, VP, managing director, InMobi Europe. “Additionally, Europe has an emerging developer culture and an evolved consumer use of mobile phones relative to other regions.”
Other key findings include:
* Nokia is most threatened by Android, not Apple. While Nokia remains a sleeping giant with a 47 per cent share of consumer mobile ad impressions globally, the emergence of Android offers Nokia its greatest competitive challenge, given price points and open-sourced user experience.
* Apple iPhone OS will face much stiffer competition from Nokia and Android globally. While the data suggests tremendous potential and continued success for Apple, its closed nature and premium price points compared to major competitors in emerging markets, offers a much greater challenge for the device giant than in existing developed markets.
* With over 24 per cent of iPhone impressions globally now in Europe, iPhone developers are among the first to experience mobile advertising globalisation. This trend offers a preview of what’s to come for all other sectors of the mobile advertising ecosystem, including brands and agencies.
* Europe is poised to lead mobile advertising innovation globally.
InMobi says this is the first of what will be a regular series of research reports that will be available to the mobile industry, research analysts, investors, advertisers, publishers and academic institutions.
The report is available for free download here.
InMobi’s proprietary network statistics, highlighting global trends; deep-dive analysis in six different regions, exposing trends and statistics around handset and OS penetration;
and a crowd-sourced, viral qualitative component with an open invitation to the industry to participate.
The research offers an analysis of mobile operating systems’ market share based on the available global ad impressions. Nokia comes out on top with 25.7 per cent, followed by Symbian (22.1 per cent), iPhone: (8.1 per cent), Android (2.2 per cent), RIM (2.8 per cent), weboS (1.1 per cent), and Windows Mobile: 0.6% (0.6 per cent).
It also reveals the regional breakdown of iPhone OS impressions, with N. America
accounting for 63.6 per cent, Europe for 24.3 per cent, Asia 10.8 per cent, the Middle East 1 per cent, and Africa 0.3 per cent.
The report also ranks the health of mobile advertising markets on a regional basis, with reference to a number of factors, ranging from the level of 3G and smartphone penetration, to how interested local media and advertisers are in mobile. Europe emerges as the healthiest mobile advertising market globally.
“Europe combines the wealth and media sophistication of a developed region with the complexity that often defines emerging markets such as Africa and Asia; namely multiple languages and an inherent fragmentation due to cultural and geographic boundaries,” says Rob Jonas, VP, managing director, InMobi Europe. “Additionally, Europe has an emerging developer culture and an evolved consumer use of mobile phones relative to other regions.”
Other key findings include:
* Nokia is most threatened by Android, not Apple. While Nokia remains a sleeping giant with a 47 per cent share of consumer mobile ad impressions globally, the emergence of Android offers Nokia its greatest competitive challenge, given price points and open-sourced user experience.
* Apple iPhone OS will face much stiffer competition from Nokia and Android globally. While the data suggests tremendous potential and continued success for Apple, its closed nature and premium price points compared to major competitors in emerging markets, offers a much greater challenge for the device giant than in existing developed markets.
* With over 24 per cent of iPhone impressions globally now in Europe, iPhone developers are among the first to experience mobile advertising globalisation. This trend offers a preview of what’s to come for all other sectors of the mobile advertising ecosystem, including brands and agencies.
* Europe is poised to lead mobile advertising innovation globally.
InMobi says this is the first of what will be a regular series of research reports that will be available to the mobile industry, research analysts, investors, advertisers, publishers and academic institutions.
The report is available for free download here.
Myxer Users Favour MyTown
A survey of over 1,500 Myxer users in the US concludes location-based social networking services may not be as popular as they are generally perceived to be. Myxer’s latest BoomBox report on location-based social networks reveals that only 11 per cent of respondents claim to use them, with the leading services not the ones that tend to get the most publicity.
According to the Myxer’s survey, of those consumers who do use location-based services, Booyah Networks’ MyTown is by far the most popular, claiming 56 per cent of those polled, while Loopt came in second place at 12 per cent. Surprisingly, two of the better-known services, Gowalla and Foursquare, trailed far behind MyTown, capturing only 8 per cent each.
The study also revealed some surprising trends as they relate to preferences by those who use these services. 77 per cent of respondents said they check into their network at home, more often than checking in from other venues.
For those who don’t use the services, only 14 per cent claimed privacy as the reason, while 56 per cent cited claimed lack of interest, and 23 per cent said that their phone doesn’t have the ability to use them.
But those who do use them appear to be increasingly active, with 73 per cent citing an increase in their use of these services, and only 27 per cent reporting a decrease. In terms of frequency, 31 per cent said they check in at least once a day, and 26 per cent said they check-in every hour, giving hope to a potential of high-engagement from a marketing perspective.
Additionally, among those polled who do use location-based social networks, 55 per cent said that they have used location-based social networks to attend a venue, and of those who attended venues, music events were most popular at 36 per cent, followed by restaurants (28 per cent) and bars/clubs (19 per cent).
“Our check-in report demonstrates that location-based social networks are growing, but not mainstream yet,” says Myxer CEO, Myk Willis. “Suprisingly Booyah’s MyTown seems to have the early lead in the space and most consumers check-in at home. We believe the success of such services hinges on the passive gaming element which may supersede true online-to-offline event discovery.”
Since 2005, Myxer has catalogued various data points, including age, gender, geographic location, phone model, manufacturer, operator and operating system of each handset that initiated a download from its delivery platform, that now supports more than 7m monthly unique visitors, downloading over 80m content items from Myxer each month. For this month’s report, Myxer used PollDaddy, an online polling and survey tool, which gathered responses from more than 1,500 Myxer users.
According to the Myxer’s survey, of those consumers who do use location-based services, Booyah Networks’ MyTown is by far the most popular, claiming 56 per cent of those polled, while Loopt came in second place at 12 per cent. Surprisingly, two of the better-known services, Gowalla and Foursquare, trailed far behind MyTown, capturing only 8 per cent each.
The study also revealed some surprising trends as they relate to preferences by those who use these services. 77 per cent of respondents said they check into their network at home, more often than checking in from other venues.
For those who don’t use the services, only 14 per cent claimed privacy as the reason, while 56 per cent cited claimed lack of interest, and 23 per cent said that their phone doesn’t have the ability to use them.
But those who do use them appear to be increasingly active, with 73 per cent citing an increase in their use of these services, and only 27 per cent reporting a decrease. In terms of frequency, 31 per cent said they check in at least once a day, and 26 per cent said they check-in every hour, giving hope to a potential of high-engagement from a marketing perspective.
Additionally, among those polled who do use location-based social networks, 55 per cent said that they have used location-based social networks to attend a venue, and of those who attended venues, music events were most popular at 36 per cent, followed by restaurants (28 per cent) and bars/clubs (19 per cent).
“Our check-in report demonstrates that location-based social networks are growing, but not mainstream yet,” says Myxer CEO, Myk Willis. “Suprisingly Booyah’s MyTown seems to have the early lead in the space and most consumers check-in at home. We believe the success of such services hinges on the passive gaming element which may supersede true online-to-offline event discovery.”
Since 2005, Myxer has catalogued various data points, including age, gender, geographic location, phone model, manufacturer, operator and operating system of each handset that initiated a download from its delivery platform, that now supports more than 7m monthly unique visitors, downloading over 80m content items from Myxer each month. For this month’s report, Myxer used PollDaddy, an online polling and survey tool, which gathered responses from more than 1,500 Myxer users.
Infobip Launches mGate
Mobile messaging firm Infobip has announced the launch of mGate, an enterprise grade mobile messaging solution. Available in server and online versions, mGate gives enterprises a secure and reliable means to integrate SMS as a communication channel.
mGate offers global coverage of over 800 operators in more than 160 countries; encrypted VPNs and deep SS7 access for added security; scalable throughput for increasing traffic volumes, with traffic priority and a delivery retry scheme. Tailor-made features and integration tools are also available to suit individual business requirements.
The on-site version, mGate Server, provides complete database integration for customers with no existing messaging infrastructure in place. Compatible with most popular SQL database technologies, mGate Server allows data to be used for advanced messaging features, says Infobip.
Alternatively, for customers who have already integrated an SMPP client into their business application, the hosted mGate online solution provides advanced messaging features and global coverage.
Both versions of the mGate product incorporate real-time reporting, enabling users to analyse activity, including message delivery statistics, tracking and average delivery times.
"Text messaging is an established medium of communication that customers tend to prefer," says Infobip CEO, Silvio Kutic. "In Q1 of this year, according to Informa Telecoms & Media, about 1.475 trillion text messages were sent, and with continuing pressure to increase efficiency of customer contact, but at the same time reduce costs, enterprises should seriously consider mobile messaging as a reliable and low-cost alternative to traditional contact methods, such as phone or email."
mGate offers global coverage of over 800 operators in more than 160 countries; encrypted VPNs and deep SS7 access for added security; scalable throughput for increasing traffic volumes, with traffic priority and a delivery retry scheme. Tailor-made features and integration tools are also available to suit individual business requirements.
The on-site version, mGate Server, provides complete database integration for customers with no existing messaging infrastructure in place. Compatible with most popular SQL database technologies, mGate Server allows data to be used for advanced messaging features, says Infobip.
Alternatively, for customers who have already integrated an SMPP client into their business application, the hosted mGate online solution provides advanced messaging features and global coverage.
Both versions of the mGate product incorporate real-time reporting, enabling users to analyse activity, including message delivery statistics, tracking and average delivery times.
"Text messaging is an established medium of communication that customers tend to prefer," says Infobip CEO, Silvio Kutic. "In Q1 of this year, according to Informa Telecoms & Media, about 1.475 trillion text messages were sent, and with continuing pressure to increase efficiency of customer contact, but at the same time reduce costs, enterprises should seriously consider mobile messaging as a reliable and low-cost alternative to traditional contact methods, such as phone or email."
Glamoo Partners With Onebip For Mobile Payments
Europe’s first ‘Mobile Smart Buying Club', Glamoo, has teamed up with mobile payments firm Onebip to enable its members to pay for purchases using their mobile. Glamoo has 450,000 members in the UK and Italy, who benefit from location-based offers that are sent to their phone, ranging from restaurant deals to wellbeing treatments and holidays.
“The partnership with Onebip represents a big step ahead in terms of technology, to the advantage of everyone who makes use of the web,” says Glamoo founder, Simone Ranucci Brandimarte. “From now on there will be another new way of making purchases, with just one fast, safe click.”
Payments are made in complete confidentiality, without displaying the mobile number, and users are guaranteed 100 per cent protection against unauthorized payments. A customer helpline and payment history is available at all times. Every transaction generates a text notification, and an advisory message via email.
“The partnership with Onebip represents a big step ahead in terms of technology, to the advantage of everyone who makes use of the web,” says Glamoo founder, Simone Ranucci Brandimarte. “From now on there will be another new way of making purchases, with just one fast, safe click.”
Payments are made in complete confidentiality, without displaying the mobile number, and users are guaranteed 100 per cent protection against unauthorized payments. A customer helpline and payment history is available at all times. Every transaction generates a text notification, and an advisory message via email.
Research Reveals Appetite for Apps
The Mobile Marketing Association (MMA) and its research partner, Lightspeed Research, have released the results of their latest UK, French, German and Dutch Mobile Consumer Briefing reports on usage of and preferences for mobile apps.
The findings reveal that an average of 30 per cent of European mobile phone users have downloaded at least one app onto their current mobile phone, and 8 per cent have downloaded 10 or more, with 19 per cent of the downloaded apps acessed on a daily basis.
While entertainment apps proved most popular with mobile consumers, certain categories of utility-based apps also enjoy substantial popularity. 58 per cent of app downloaders described their most-used app as “providing entertainment” followed by “news and current information” at 40 per cent.
The MMA believes that the opportunity for marketers and advertisers looks set to continue into 2011, with 33 per cent of mobile consumers in the four European markets surveyed intending to download the same number of apps as in 2010, and 16 per cent stating their intention to download more. After entertainment, banking applications emerged as a prominent area of interest for future downloads, with 10 per cent of French and German, and 20 per cent of UK mobile users interested in downloading a banking app over the next year.
The findings reveal that an average of 30 per cent of European mobile phone users have downloaded at least one app onto their current mobile phone, and 8 per cent have downloaded 10 or more, with 19 per cent of the downloaded apps acessed on a daily basis.
While entertainment apps proved most popular with mobile consumers, certain categories of utility-based apps also enjoy substantial popularity. 58 per cent of app downloaders described their most-used app as “providing entertainment” followed by “news and current information” at 40 per cent.
The MMA believes that the opportunity for marketers and advertisers looks set to continue into 2011, with 33 per cent of mobile consumers in the four European markets surveyed intending to download the same number of apps as in 2010, and 16 per cent stating their intention to download more. After entertainment, banking applications emerged as a prominent area of interest for future downloads, with 10 per cent of French and German, and 20 per cent of UK mobile users interested in downloading a banking app over the next year.
Shazam Launches on GetJar
Shazam has made its mobile discovery app available on GetJar, marking the first time the company has made its app available on an independent app store.
The free Shazam app has proved to be a popular choice with Symbian, Android, BlackBerry and Windows phone users on GetJar. Shazam’s ability to attract music lovers to the site has led to GetJar including Shazam as one of five key apps to appear in its first movie theatre advertising campaign, due to launch in US theatres this month.
“GetJar has quickly grown to become a trusted source for mobile app downloads, and we are very pleased with the speed at which Shazam has become one of the most popular apps on GetJar,” says Shazam CEO, Andrew Fisher. “Driving app discovery is essential in this marketplace, where choice can be overwhelming, so we’re looking forward to seeing how GetJar’s advertising initiative impacts the level of interest and downloads from consumers.”
Symbian, Android, BlackBerry and Windows phone users can download the free version of Shazam from GetJar.com on their mobile. Shazam on GetJar comes with a free trial of its premium app, Shazam Encore, with unlimited tagging and exclusive features. When the trial ends, Shazamers pay once to keep using Encore or can continue to use the free version.
The free Shazam app has proved to be a popular choice with Symbian, Android, BlackBerry and Windows phone users on GetJar. Shazam’s ability to attract music lovers to the site has led to GetJar including Shazam as one of five key apps to appear in its first movie theatre advertising campaign, due to launch in US theatres this month.
“GetJar has quickly grown to become a trusted source for mobile app downloads, and we are very pleased with the speed at which Shazam has become one of the most popular apps on GetJar,” says Shazam CEO, Andrew Fisher. “Driving app discovery is essential in this marketplace, where choice can be overwhelming, so we’re looking forward to seeing how GetJar’s advertising initiative impacts the level of interest and downloads from consumers.”
Symbian, Android, BlackBerry and Windows phone users can download the free version of Shazam from GetJar.com on their mobile. Shazam on GetJar comes with a free trial of its premium app, Shazam Encore, with unlimited tagging and exclusive features. When the trial ends, Shazamers pay once to keep using Encore or can continue to use the free version.
Debenhams Launches SMS/Email Discount Card
Debenhams has teamed up with prepaid services firm PrePay Solutions to launch a Promotional Virtual Card (PVC) for its customers. The card offers Debenhams customers a one-off £5 discount in store that is sent to them in the form of a text message or an email. The card is currently being sent out to hundreds of thousands of Debenhams customers across the UK, who have registered to receive it in response to an online promotional campaign.
PrePay Solutions activates and loads the card with value and manages the redemption process, ensuring thet the virtual card is redeemed correctly and within the arranged expiry date. This also enables Debenhams to track and monitor the performance of its promotion and gives the retailer control over the redemption, as this takes place within a set time period.
Recipients are encouraged to pass on details of the promotion to friends and family so they can sign up to receive the virtual card. This increases data capture for the retailer and expands its database of customers. The redemption window opened on 25 October and closes this Friday, 12 November, driving sales at the start of the festive season.
“This new type of voucher adds to Debenhams’ range of promotional offers,” says Debenhams head of Marketing, Jane Exon. “This is of particular benefit to our customers, enabling them to make valuable savings on their purchases, especially in the run up to Christmas.”
PrePay Solutions activates and loads the card with value and manages the redemption process, ensuring thet the virtual card is redeemed correctly and within the arranged expiry date. This also enables Debenhams to track and monitor the performance of its promotion and gives the retailer control over the redemption, as this takes place within a set time period.
Recipients are encouraged to pass on details of the promotion to friends and family so they can sign up to receive the virtual card. This increases data capture for the retailer and expands its database of customers. The redemption window opened on 25 October and closes this Friday, 12 November, driving sales at the start of the festive season.
“This new type of voucher adds to Debenhams’ range of promotional offers,” says Debenhams head of Marketing, Jane Exon. “This is of particular benefit to our customers, enabling them to make valuable savings on their purchases, especially in the run up to Christmas.”
Coupons and Messaging Set To Dominate Mobile Marketing
Coupons, vouchers and messaging are set to become the most widely accepted forms of mobile marketing and advertising by 2015. That’s the conclusion of research commissioned by Airwide Solutions into the future of mobile communications.
The study was conducted by analyst house mobileSQUARED, who quizzed 31 mobile operators across East and Western Europe, N. America and Asia-Pac. 61 per cent of those questioned thought that coupons or vouchers would become the dominant form of mobile marketing by 2015. 58 per cent predicted that SMS- and MMS-based messaging would be the second most widely accepted form of mobile advertising in the next five years, followed by search (45 per cent). Owing to the close link between coupons and vouchers and messaging, with messaging acting as a core distribution channel in the majority of cases, it is understandable why both categories attracted a similarly high response from the operators surveyed, says Airwide.
Currently, UK mobile subscribers send more than 11m text messages every hour, adding up to around 7.7bn each month. Airwide says this shows clear potential for mobile operators to capitalize upon the 15.4 billion engagements between consumers and the SMS medium that are generated each month.
Airwide chief marketing officer Jay Seaton believes that messaging is the ideal platform to unlock the potential of mobile advertising and marketing. He says: “The widespread use of mobile messaging creates a far-reaching and significant marketing opportunity for brands, which, in turn, creates a significant revenue opportunity for mobile operators. By putting a reliable infrastructure in place, and a means of controlling and measuring campaigns, mobile operators can deliver some of the most highly effective mobile marketing initiatives through mobile messaging."
Currently, subscribers have to opt in to mobile mesasaging delivered to their phone by brands. But as significant mobile marketing and advertising activity is expected in the future, the study reveals that the opt-out option will also become an important component in the mobile user’s experience. 54 per cent of operators questioned thought that an opt-out service would be more important to them than opt-in in 2015, compared to 39 per cent today. The majority of operators (53 per cent) also believe that the customer should control and update their user profile in 2015, rather than the operator (7 per cent) or a combination of the operator and user (40 per cent).
Airwide says it supports these results and believes that agreed best practice guidelines need to be implemented around the subscriber opt in/out process. “For mobile marketing and advertising to be truly effective, operators need to have customer information that enables targeted and relevant communications,” says Seaton. “Giving subscribers the choice to opt in or out of campaigns enables them to be user specific and ultimately provide more value.”
Airwide offers a range of solutions that can assist mobile operators in creating sustainable and profitable relationships with subscribers, including the AirGate family of mobile data gateways covering SMS, MMS, WAP Push, USSD and the mobile web; and Campaign Manager, a multi-channel mobile campaign management product that enables operators to easily manage targeted and interactive promotional campaigns; and tbhe Airwide Real-Time Loyalty & Profiling Solution that enables operators to run fully automated, two-way, multichannel customer campaigns in real-time.
You can see the full results of the survey and listen to a Mobile Messaging 2.0 podcast on the subject her
The study was conducted by analyst house mobileSQUARED, who quizzed 31 mobile operators across East and Western Europe, N. America and Asia-Pac. 61 per cent of those questioned thought that coupons or vouchers would become the dominant form of mobile marketing by 2015. 58 per cent predicted that SMS- and MMS-based messaging would be the second most widely accepted form of mobile advertising in the next five years, followed by search (45 per cent). Owing to the close link between coupons and vouchers and messaging, with messaging acting as a core distribution channel in the majority of cases, it is understandable why both categories attracted a similarly high response from the operators surveyed, says Airwide.
Currently, UK mobile subscribers send more than 11m text messages every hour, adding up to around 7.7bn each month. Airwide says this shows clear potential for mobile operators to capitalize upon the 15.4 billion engagements between consumers and the SMS medium that are generated each month.
Airwide chief marketing officer Jay Seaton believes that messaging is the ideal platform to unlock the potential of mobile advertising and marketing. He says: “The widespread use of mobile messaging creates a far-reaching and significant marketing opportunity for brands, which, in turn, creates a significant revenue opportunity for mobile operators. By putting a reliable infrastructure in place, and a means of controlling and measuring campaigns, mobile operators can deliver some of the most highly effective mobile marketing initiatives through mobile messaging."
Currently, subscribers have to opt in to mobile mesasaging delivered to their phone by brands. But as significant mobile marketing and advertising activity is expected in the future, the study reveals that the opt-out option will also become an important component in the mobile user’s experience. 54 per cent of operators questioned thought that an opt-out service would be more important to them than opt-in in 2015, compared to 39 per cent today. The majority of operators (53 per cent) also believe that the customer should control and update their user profile in 2015, rather than the operator (7 per cent) or a combination of the operator and user (40 per cent).
Airwide says it supports these results and believes that agreed best practice guidelines need to be implemented around the subscriber opt in/out process. “For mobile marketing and advertising to be truly effective, operators need to have customer information that enables targeted and relevant communications,” says Seaton. “Giving subscribers the choice to opt in or out of campaigns enables them to be user specific and ultimately provide more value.”
Airwide offers a range of solutions that can assist mobile operators in creating sustainable and profitable relationships with subscribers, including the AirGate family of mobile data gateways covering SMS, MMS, WAP Push, USSD and the mobile web; and Campaign Manager, a multi-channel mobile campaign management product that enables operators to easily manage targeted and interactive promotional campaigns; and tbhe Airwide Real-Time Loyalty & Profiling Solution that enables operators to run fully automated, two-way, multichannel customer campaigns in real-time.
You can see the full results of the survey and listen to a Mobile Messaging 2.0 podcast on the subject her
Sofialys Delivers iPhone App for Marmara
French mobile advertising and marketing firm Sofialys is renewing its mobile marketing collaboration with one of the TUI group’s French brands, travel company Marmara. The two companies have been working together for two years in order to develop an effective mobile marketing strategy and innovative operations.
Sofialys initiated an end-to-end mobile strategy for the brand with the aim of driving customer acquisition and brand awareness. This took the form of mobile push campaigns, a loyalty programme, mobile display ad campaigns, the creation of a mobile site, online buzz marketing and now, the Marmara iPhone app.
“It is crucial for a brand such as ours to leverage the potential of any new media capable of boosting brand awareness and acquisition, and using mobile media is an extension of our online activities,” says Olivier Roche, e-commerce director at Marmara. “However, we needed to rely on a partner with strong expertise, and the Sofialys team continuously demonstrates its ability to be not only creative, but also reliable when it comes to delivering results.”
The two companies say they are now working on new mobile marketing message formats, and leveraging new opportunities, such as those offered by the iPad and other mobile platforms.
Sofialys initiated an end-to-end mobile strategy for the brand with the aim of driving customer acquisition and brand awareness. This took the form of mobile push campaigns, a loyalty programme, mobile display ad campaigns, the creation of a mobile site, online buzz marketing and now, the Marmara iPhone app.
“It is crucial for a brand such as ours to leverage the potential of any new media capable of boosting brand awareness and acquisition, and using mobile media is an extension of our online activities,” says Olivier Roche, e-commerce director at Marmara. “However, we needed to rely on a partner with strong expertise, and the Sofialys team continuously demonstrates its ability to be not only creative, but also reliable when it comes to delivering results.”
The two companies say they are now working on new mobile marketing message formats, and leveraging new opportunities, such as those offered by the iPad and other mobile platforms.
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