The website of Alex Kinch, live from London
Posts tagged Mobile Marketing
Show Us Your Stuff! MSearchGroove Holds London MEET MSG DAY to Connect With Companies, Agencies, Brands & Start-Ups
Nov 3rd
MSearchGroove, the source of analysis and commentary on mobile advertising, mobile search and social media, today announces the first “Meet MSG Day” to be held on November 5th in central London. The event will provide an opportunity to connect with Peggy Anne Salz, mobile thought leader and MSearchGroove Founder and Chief Analyst, and learn about upcoming opportunities with MSearchGroove.
Taking place at Villandry, an elegant French restaurant located on Great Portland Street in the heart of London, the MSearchGroove team will welcome an eclectic mix of vendors, enablers and agencies including Adfonic, Alcatel-Lucent, comScore, Netsize and Smaato, to name a few. Attendees will have the opportunity to brief MSearchGroove on their company offering, in addition to learning about upcoming opportunities such as MobileAd World Focus, a mobile advertising business ecosystem eBook, and new media solutions that provide unprecedented access to industry executives and influencers. Other sponsorship opportunities available include a choice of media solutions, such as podcasts, webinars and branded microsites called “Briefing Rooms’.
Created in partnership with Convergence World, MobileAd World Focus is endorsed by leading global mobile organisations including the Association for Interactive Media & Entertainment (AIME), the Mobile Entertainment Forum (MEF), the Mobile Data Association (MDA) and the Mobile Marketing Association (MMA). The eBook, which will be available from a global network of media partners, aims to educate the marketplace on the mobile advertising opportunity, highlight growth opportunities and expertly document the best practices that make business sense.
Chapters will cover a wide range of topics, including:
• The pivotal importance of engagement and social media marketing
• The tools/technologies available (SMS, MMS, idle screen, mobile coupons, 2D barcodes, sponsored mobile search, location-awareness and multi-modal interfaces) and the business objectives they can achieve.
• The role of mobile analytics to measure success, or failure
• The new opportunities around app stores and branded content storefronts
• The potential for Augmented Reality in mobile marketing campaigns
The work has the broad support of the mobile industry. Paul Palmieri, President and CEO of Millennial Media, the largest and fastest growing mobile advertising networks company in the U.S, is the first member of the MobileAd World Focus advisory board. Additional appointments will be announced in the next weeks.
Limited appointments are still available and companies should contact MSearchGroove’s Stuart Willett to reserve an appointment.
About MSearchGroove
At the intersection of content and context
Peggy Anne Salz is the Chief Analyst and Founder of MSearchGroove (MSG), an online network specializing in analysis and commentary on mobile search, mobile advertising, and social media. Her drive to spark debate about issues impacting the industry at all levels has won her international recognition as a brave new voice in the mobile content market. Her report, “Mobile Search & Content Discovery,” was regarded as the first in-depth study of its kind, establishing Peggy as an authority on mobile search and content discovery technologies, enabling media companies and mobile operators to monetize content and services. Her most recent series of practical how-to white papers covers the basics of mobile advertising and mobile analytics, earning her a reputation as a leading mobile advertising expert. She has established a successful writing and consulting career based on vision, insight, versatility, and more than 15 years of industry experience. For more information, please visit www.msearchgroove.com.
About Convergence World
Convergence World has expertly documented news and developments in the telecommunications and IT industries since 2004. After building a loyal following in the global operator community, its broke new ground in 2007 when it launched a fully-interactive online magazine. Today their readership relies upon its commentary to keep informed on the latest happenings in the telecommunications and IT industries. For more information, please visit www.mcubedigital.com .
Global Mobile Organizations Support Mobile Advertising Ecosystem Ebook
Oct 21st
MSearchGroove, the source of analysis and commentary on mobile advertising, mobile search and social media, today announced the launch of MobileAd World Focus, a global roundup of the trends, technologies and campaigns impacting the emerging mobile advertising business ecosystem at all levels created in partnership with Convergence World.
Endorsed by leading global mobile organisations including the Association for Interactive Media & Entertainment (AIME), the Mobile Entertainment Forum (MEF), the Mobile Data Association (MDA) and the Mobile Marketing Association (MMA), this publication will educate the marketplace, highlight growth opportunities and expertly document the best practices that make business sense.
Drawing from in-depth primary research and exclusive C-Level interviews, MobileAd World Focus will showcase the strategies and business models publishers, content owners and brands should harness to define and deploy effective mobile advertising campaigns. Another chief focus will be the models content companies can use to monetize their digital assets and drive positive results.
Chapters will cover a wide range of topics, including:
• The pivotal importance of engagement and social media marketing
• The tools/technologies available (SMS, MMS, idle screen, mobile coupons, 2D barcodes, sponsored mobile search, location-awareness and multi-modal interfaces) and the business objectives they can achieve.
• The role of mobile analytics to measure success, or failure
• The new opportunities around app stores and branded content storefronts
MobileAd World Focus will be distributed as an eBook on MSearchGroove and Convergence World to their database of executives and influencers, as well as across their combined global network of media partners as a free download, guaranteeing high levels of global circulation.
Lead by Peggy Salz, mobile thought leader and MSearchGroove Founder and Chief Analyst, Mobile Ad World Focus will further benefit from the insights and experience of a dedicated advisory board made of select industry executives and influencer.
Paul Palmieri, President and CEO of Millennial Media, the largest and fastest growing mobile advertising networks company in the U.S, and first member of the MobileAd World Focus advisory board commenting on his appointment said: “Mobile advertising is poised to take off in the next few years as the industry continues to mature and the customer adoption of smart phones increases. I am therefore extremely excited to join the advisory board for the MobileAd World Focus, a report that will have a major impact on the way the industry views mobile advertising and provide real insight into the results of mobile campaigns.”
MobileAd World Focus will provide companies an ideal platform to communicate their products/services and value propositions via sponsored columns, thought leadership contributions and company profiles. It will also be fully interactive, containing live links to videos, podcasts, and interviews, as well as company websites, RSS feeds and blogs.
Quotes from leading global mobile organisations:
“There is wide consensus that mobile advertising is on the verge of major growth and that ad spend on mobile is where online spending was in the 1990s. However, there is also widespread debate around the value of mobile advertising and whether its selling point is its usefulness as a direct response tool, its importance as a means to engage with consumers on their terms, or its ability, through location awareness, to deliver the right ad in the right context. The Mobile Ad World Focus is a publication that comes to market at the right time to provider companies and brands a means to navigate this tough and confusing terrain, and we are proud to support it.”
Edward Boddington, Chairman, AIME
“The Mobile Data Association supports the generation of all intelligence, quantitative data and research designed to help propel the growth and profitability of the mobile medium. MSearchGroove’s MobileAd World Focus research will deliver an insightful, data-driven analytical assessment of the space to aid an informed approach for those involved in mobile advertising. With this market segment on the cusp of significant growth, we are pleased to endorse MSearchGroove’s MobileAd World Focus research.”
Martin Ballard, Operations Director, MDA
“The Mobile Entertainment Forum (MEF) anticipates, defines and addresses issues and opportunities for the mobile media industry, by identifying sustainable business solutions and promoting best practice to drive adoption of the mobile platform and ensure a positive consumer experience. The MobileAd World Focus compliments our work on Ad-Funded Mobile Entertainment (AFME) and its objective for providing insight into new business models for the delivery of mobile content and advertising and is one we wholeheartedly support.”
Rimma Perelmuter, Executive Director, MEF
“The MMA sees the continued education of the mobile advertising ecosystem as one of the fundamental keys to its success and increasingly rapid growth. The MobileAd World Focus publication represents an essential read for the companies across the emerging business ecosystem and should be mandatory reading for any business that benefits from advertising. This report demonstrates our combined commitment to ensuring the success of mobile marketing and the pivotal role of the mobile medium as an effective and useful tool to connect with consumers.”
Mike Wehrs, President & Chief Executive Officer, MMA
Facebook mobile access in NZ rockets 700% in five months
Jun 17th
Mobile usage of Facebook in New Zealand has risen 700% since January 2009 according to figures released by Telecom New Zealand (Telecom), operators of the country’s second largest mobile network XT.
In a New Zealand first, Telecom customers with Facebook accounts can now also sign up to receive text notifications directly to their mobile phones from Facebook. Notifications include new messages, friends’ status updates or friend requests. Users can also update their status, search for phone numbers, or upload photos and videos from their mobile phone.
The Facebook notifications’ text is easy to set up online or simply by texting ‘f’ to 3223.
“Almost 2,500 Telecom customers are using Facebook messaging each day since the launch of XT, showing just how much social networking is in demand with our customers” says Liz Wilson, Telecom Head of Mobile Marketing.
“With New Zealand’s Twitter penetration of six percent, the highest in the world, we are going to where customers are online and making it easier for them to connect.”
Those using Twitter on mobiles can receive friends’ tweets, tweet their own message, and send and receive direct messages via a text message. This service is easy to set up by texting to 8987, with the ability to choose which friends’ updates are received and to turn off updates for selected periods of time (see www.telecom.co.nz/twitter for more information).
Openwave Launches Mobile Analytics 7.0
Jun 2nd
Openwave Systems Inc. (Nasdaq: OPWV), one of the world’s leading software innovators enabling revenue-generating personalized services which converge the mobile and broadband experience, today announced the launch of Openwave Mobile Analytics 7.0, a solution that provides deep analytics and rich reporting for mobile devices, including feature phones, smartphones, netbooks and other mobile devices. Openwave Mobile Analytics 7.0 is designed to help carriers better understand mobile data usage, segmented by various subscriber demographics, peak usage times, and identify data consumption patterns that ultimately can help an operator better price and deliver targeted content to users, as well as better optimize their network bandwidth.
“There has been exponential data traffic growth, driven by an increase in the number of users accessing the mobile internet and increasingly sophisticated devices being introduced to the mass market that has caused operator network traffic to spike, and this growth is expected to continue to dramatically increase in the coming years with the introduction of netbooks and an ever increasing proliferation of internet-enabled consumer devices,” said Brent Iadarola, global program director for the mobile & wireless communications group, Frost & Sullivan. “As operators plan strategies for managing the onslaught of data traffic that will likely overtax their networks, solutions that allow operators to analyze traffic usage patterns to better manage capacity and optimize bandwidth will help them to affect the topline in the near- and long-term.”
Openwave Mobile Analytics 7.0 empowers operators with the ability to better monitor, manage and monetize various types of mobile data traffic, including mobile internet, messaging and social networking usage, to better understand consumption patterns and user demographics. The product provides early identification of mobile data trends, enabling operators to make timely decisions to avoid bandwidth and capacity problems and target business opportunities while increasing revenues. The offering’s business intelligence and reporting capabilities not only describe what is happening in an operator’s network, but also provide insight as to why it is happening and what is likely to take place in the near future based on both historical and current data analysis. Unlike other analytics solutions on the market, Openwave Mobile Analytics 7.0 does not require cookies or JavaScript to tag and monitor user activity.
“The growing popularity of smartphones and other mobile-capable devices is sharply increasing data traffic, placing many operator networks at full capacity,” said Sean MacNeill, vice president of global services and support, Openwave. “Openwave’s analytics offering enables operators to improve their understanding of mobile data usage, view mobile traffic patterns and make adjustments accordingly to optimize network bandwidth and deliver targeted content to users
MacNeill will deliver a 30-minute presentation on Wednesday, June 3rd at Mobile Marketing Forum New York on Mobile Analytics where he will discuss why a deep level of business intelligence is the key element in monetizing the mobile internet through service differentiation, mobile advertising and other mobile marketing means.
The Openwave Mobile Analytics 7.0 solution is expected to be generally available through Openwave at the beginning of the third quarter of calendar year 2009.
Telefonica Tests Innovative Mobile Marketing Platform Powered by Celltick
May 26th
The Telefonica mobile operators group announced today the launch of an innovative idle screen marketing solution which is operated by Celltick’s LiveScreen Media platform.
LiveScreen Media broadcasts news, sports, business, entertainment and lifestyle teasers as well as advertising messages, directly to the mobile idle-screens, creating a synchronized, interactive network of personal billboards. Revenue from the service is generated from content downloads, subscription services and advertising fees.
Movistar, the Mobile Phone Company from the Telefonica Group, tested the service as part of a six-month trial in Mar del Plata, Argentina, involving around 5,000 customers. Results show impressive consumer uptake with 82% of users engaged with the new communication channel on the idle screen.
The Telefonica innovation team is particularly impressed with the platform’s ability to segment users based on location, handset type and areas of interest which are generated from tracking user response to idle screen messages.
According to Marcelo Mitroga, Content and Mobile Marketing Manager from Movistar Argentina: “The platform provides a great opportunity for advertisers as it allows segmentation based on age, sex, area of residence and content of interest combined with the interactivity feature which is unavailable in traditional media.”
Stephen Dunford, CEO of Celltick said: “We have always believed that effective mobile marketing begins on the idle screen. We are very pleased that Telefonica have recognized the opportunity and chosen Celltick to be the platform of choice.”
$7.7bn spend on mobile advertising in Asia-Pacific in 2011 – report
May 20th
Mobile advertising worldwide in 2011 will be more than $16 billion – with the Asia-Pacific region grabbing the lions share – around $7.7 billion, according to a report from ABI Research.
“Spending on mobile marketing and advertising in 2009 worldwide is at least flat compared to 2008 if not slightly growing,” says ABI Research senior analyst Jeff Orr. “That’s very encouraging compared to the numbers for advertising in other media. It’s less money per campaign, spent more intelligently, with greater benefit per dollar.”
Why has mobile marketing and advertising been more widely adopted in some Asian countries than elsewhere? Particularly in the most broadband-enabled countries — Japan and South Korea — SMS text messaging, the downloading of ad-supported games and applications, and the mobile web were adopted widely and quickly by consumers. People understood how to use these services and rapidly built them into their lifestyles. Add a cultural predisposition to becoming a fan of the latest popular trends, and you have a consumer receptive to mobile marketing.
Orr notes that successful mobile marketing demands a new way of thinking about ad campaigns. “Mobile advertising is intrinsically more targeted than ads in conventional media or even online. It also offers much greater potential for interactivity: it’s really a ‘conversation’ with your customer, one that can allow the consumer to take direct purchasing action. And it offers extremely accurate measurement of campaign results.”
Despite its intrinsically lower campaign cost, however, even mobile advertising is not completely immune from the recession. If an advertiser or brand owner had mobile in their experimental budget, chances are it has been cut. But if mobile was already a more significant and established part of the marketing mix, spending has been maintained or even increased for 2009.
The findings form part of ABI Research’s new study – Mobile Marketing and Advertising. More details on their website.
SMS Text Service – A Quick Fix to Reach Youth Audience
May 19th
Leading mobile marketing firm www.txtlocal.co.uk has witnessed a surge in organisations adopting an SMS strategy to target the 16 to 24 market. Every organisation from big brand names such as L’Oreal to SME’s, Councils, Churches and Sports Clubs are all turning to mobile in a bid to engage with youth audiences.
Txtlocal MD, Darren Daws claims that text has always been a popular medium for targeting youth’s, however, he claims it is growing in popularity as marketers realise its potential in reaching this sector. “This year we have seen a real growth in the number of SME’s adopting a mobile strategy and we expect this trend to continue during 2009 as Marketers realise the huge potential in targeting the 16 to 24 sector by mobile phone.”
Daws continues, “Overall, it makes sense to target the 16 to 24 sector by text, this group have grown up in the new media digital age, they are also the biggest users of SMS and MMS. The mobile is a way of life for this audience.”
These views are demonstrated by Islington Council who use SMS to communicate with youth audiences in campaigns such as their drug & alcohol awareness and local sports initiatives. The council teamed up with local organisations such as Arsenal football club and Access to Sports to deliver a program of events for youths in the area. People could text HEAT to 60777 for a program of events on offer and a schedule was relayed back. Laura Hales of the Council claimed that sms has worked well for the council “We are pleased with the results from our SMS campaigns; the tactic generates a greater response than other mediums.”
Religious organisations including a number of Churches are also moving towards a text messaging strategy to engage youth audiences. Jamie Anderson of The Commonwealth Church at St Marks reports “The response to our text campaigns has been overwhelming; we have definitely had an increase in attendance at our events.”
Many Churches also use SMS to communicate with parishioners with daily prayers sent by text or messages of support to parishioners who may be going through tough times. Whatever the cause a quick text is a personal way for a Church to keep in touch with a large volume of people, quickly and easily.
Theatres are also benefiting from SMS marketing to target youth audiences. The Royal Exchange Theatre, Manchester use SMS to target students with special offer promotions for events at the Theatre. Marketing Manager Vicky Bloor claims “Mobile marketing is a great way to target the student & youth market with special offers & promotions.” Bloor continues “We have had great results from using text marketing, with many recipients making a box office booking directly after receiving one of our promotional text.”
Reports published in Marketing Week’s Interactive magazine suggest that Mobile Marketing offers huge opportunities for marketers during 2009 particularly in targeting the 16 to 24 group. Everyone from big brands to local businesses will need to at least explore the potential of integrating mobile into their marketing strategy in an attempt to deliver a more targeted and interactive approach.
Churches spread the word by text and Bluetooth
Oct 15th
Link: Text message service helps churches stay in touch with their members :: Inspire Magazine
Faced with falling attendance figures, churches are the latest organisations to jump on the SMS marketing bandwagon – thanks to a little help from Txttouch.
According to Leicester City Vineyard church leader Steve Barber, “Txttouch has been incredibly useful in keeping members of the church informed, whether it’s to remind them of a barbecue, or if we have to change a venue at short notice.
“I send on average two or three messages a month, especially if we are doing a one off event such as a party or a specific outreach, we have found that when reminded by text, people are more likely to attend.”
He added: ‘Text messaging is a quick and easy way to contact our entire church and it saves hours either on the phone or texting each individual separately leaving me with more time to focus on moving the church forward.”
And if that wasn’t exciting enough, Txttouch have also introduced something called the “Gabriel Communicator”, which sends out notices, song sheets, sermon notes, rotas, Bible readings and all sorts of other communication – via Bluetooth.
Txttouch MD, Nicholas Maguire, who has been involved in church leadership for nearly 15 years, said: ‘This is a culturally relevant way to contact people regardless of their age. The Communicator can be updated as often as churches need, so on a Saturday it can beam service times to people in the city centre and the next day it can be back in the church beaming notices to the congregation as they arrive.”
HSBC cans Bluetooth spam plan
Oct 1st
Link: HSBC ditches scheme for mobile ads via Bluetooth – ZDNet UK
HSBC has dropped plans to send advertising messages using Bluetooth technology to the mobile phones of people passing the bank’s branches.
The bank ran a trial of the technology earlier this year at its Regent Street and Canary Wharf branches in London. The system works by using a small box inside the branch that scans mobile phones to detect those with Bluetooth enabled.
I hate Bluetooth spam. There’s one at Waterloo train station that was constantly bugging me the other day. Every few minutes it’d try and send me a message, even though I’d said no previously.
HSBC are a little quiet on the full reason for dropping the plans – a spokesman said: “We did look at the results and it is not being taken forward. It didn’t prove commercially viable.”
And that could mean anything.. but I would assume some of it was down to people walking in the branch complaining!
Nurofen first to use unified UK/Eire shortcode
Oct 1st
Mobile marketing leader Mediaburst today announces that it has been selected by communications agency Multiply to provide text-to-win services for the new Twice as Fast Nurofen Express promotion. The nationwide campaign promotes Nurofen’s new Express product and Mediaburst’s mobile services complement traditional magazine and in-store advertising.
The campaign is the first to use the new unified shortcode system for UK and Republic of Ireland on-pack promotions.
Just like Nurofen Express, everything happens twice as fast in New York and all that shoppers need do to enter the free prize draw and stand a chance of winning one of two weekend breaks on offer to the Big Apple is text “Nurofen Express to 57782.” [standard text rates apply] Return flights, two nights in a luxury Manhatten hotel and a choice of pulse-pumping activities and distractions are included in the breaks.
“In this age of instant communications, mobile messaging is fast becoming the new point of sale and possibly the most effective way for a brand to engage with its publics in a personalised way,” says Emma McCafferty, account director at Multiply. “That means you need a trusted partner with the credentials to get the job done and in our book that means Mediaburst.”
Recent Comments