EDITOR'S NOTE: Brandel's Bounce Ad is the perfect mobile solution for signage. Call our office for more details @ 954.583.9000 or visit ADKING.COM.
SMS services are a dime a dozen these days it seems, with new platforms and methods being introduced at a rapid pace, but when a large-scale media company introduces SMS as part of its portfolio of offerings, it provides a massive platform for SMS expansion.
Such is the case with CBS Outdoors introduction of SMS capability for its advertisers media campaigns. The program, called txt2go, will include a text keyword on advertiser signage that the public can use to access marketing messages from its various clients. Yes, this may seem like just another SMS service, but with a massive media company like CBS behind it, it immediately becomes something substantial.
In launching txt2go, CBS Outdoor becomes the nations very first out-of-home media company to provide a complete text messaging solution for its clients. The add-on feature creates an affordable new avenue for advertisers looking to package into their media features like digital couponing, sweepstakes, direct response and point of purchase. The technology will allow advertisers to track responses to their marketing in real time, and do so on a scale theyve likely never been able to before.
The underlying SMS technology is being provided to CBS by Rip Road, a mobile media and marketing company who has provided SMS and other mobile technologies to many national brands and large media companies in recent years. Our experience has shown that when we allow a consumer to engage with a brand or advertiser on their terms, the desired participation increases dramatically, said Eric Leven, Chief Executive Officer, Rip Road.
This mobile application lets an advertiser generate the tremendous value an outdoor effort provides, as well as start communicating with prospects through coupons, discounts, news and much more.
It should be interesting to see how CBS leverages its new-found technology and whether its huge national brands embrace SMS as part of their more traditional advertising campaigns.
Friday, May 29, 2009
Tuesday, May 26, 2009
Safeway’s grocery chain launches mobile coupon program
EDITOR'S NOTE: All of Brandel's products can be utilized for Mobile Coupons - Mobile Text Broadcast, Bounce Ad and the Mobile AdPix for Mobile Web users. Call Susan @ 954-583-9000 for more ideas.
Adapted from original article by Giselle Tsirulnik | May 26, 2009
Safeway’s Randalls Food Market has launched a mobile coupon program to help its customers save time, money and trees.
These days, money is tight and people are looking for ways to stretch their dollars, so Randalls is letting customers download manufacturer’s coupons onto their Remarkable Card. The Remarkable Card is Randalls’ loyalty card.
“Mobile coupons provide retailers the ability to reach consumers at home, on the go, and even in the store,” said Dan Kihanya. “It’s the only media channel that is personal, digital and always available.
“Coupons are really a great application for mobile marketing since they bridge the pre-purchase and point-of-sale experiences,” he said.
Randalls is a division of Safeway Inc., one of the largest food and drug retailers in North America, based on sales. The company operates 1,739 stores in the United States and western Canada.
Shoppers can get discounts from brands and select Randalls-labeled products.
“Randalls is one more major grocery chain that has embraced and introduced digital coupons to their shoppers,” Mr. Kihanya said.
“This shows real momentum in the marketplace behind digital promotions,” he said.
“Digital coupons mean that no paper is used to distribute and redeem coupons,” Mr. Kihanya said.
“Eliminating paper from couponing not only saves forests, but also benefits the environment by reducing the water usage to produce the paper and ink, as well as the energy to move the paper out to homes and newspaper stands.
“So mobile and digital coupons are environmentally friendly and have virtually no carbon footprint themselves,” he said.
No more searching for coupons in newspapers and magazines, coupon cutting, or riffling through coupons at the store.
...digital grocery coupons provide convenience, value and relevance for busy consumers looking to save money.
For grocers and manufacturers, this is a more targetable and efficient means of coupon promotion, not to mention the benefits of being able to market to consumers both in and out of the store.
Best of all, with redemption rates 5 to 40 times that of paper-based coupons, it’s highly cost-effective.
“This economy has definitely renewed growth in coupons and promotions,” Mr. Kihanya said. “Coupon usage is as high as it’s been in a decade.”
Newer generations of consumers are more interested in trying to save money and stretch resources.
They are looking to do so using the new technologies they have started to embrace as essential lifestyle tools – like the mobile phone.
“Consumers and corporations alike have embraced digital across many markets,” Mr. Kihanya said. “No reason for coupons to be any different. The phone is the ultra-individual device. As consumers become more and more comfortable with permission-based access from advertisers, the phone will become the ultimate targeted platform for media and specifically for promotions.
“We see mobile emerging as the predominant mechanism for all couponing.”
Adapted from original article by Giselle Tsirulnik | May 26, 2009
Safeway’s Randalls Food Market has launched a mobile coupon program to help its customers save time, money and trees.
These days, money is tight and people are looking for ways to stretch their dollars, so Randalls is letting customers download manufacturer’s coupons onto their Remarkable Card. The Remarkable Card is Randalls’ loyalty card.
“Mobile coupons provide retailers the ability to reach consumers at home, on the go, and even in the store,” said Dan Kihanya. “It’s the only media channel that is personal, digital and always available.
“Coupons are really a great application for mobile marketing since they bridge the pre-purchase and point-of-sale experiences,” he said.
Randalls is a division of Safeway Inc., one of the largest food and drug retailers in North America, based on sales. The company operates 1,739 stores in the United States and western Canada.
Shoppers can get discounts from brands and select Randalls-labeled products.
“Randalls is one more major grocery chain that has embraced and introduced digital coupons to their shoppers,” Mr. Kihanya said.
“This shows real momentum in the marketplace behind digital promotions,” he said.
“Digital coupons mean that no paper is used to distribute and redeem coupons,” Mr. Kihanya said.
“Eliminating paper from couponing not only saves forests, but also benefits the environment by reducing the water usage to produce the paper and ink, as well as the energy to move the paper out to homes and newspaper stands.
“So mobile and digital coupons are environmentally friendly and have virtually no carbon footprint themselves,” he said.
No more searching for coupons in newspapers and magazines, coupon cutting, or riffling through coupons at the store.
...digital grocery coupons provide convenience, value and relevance for busy consumers looking to save money.
For grocers and manufacturers, this is a more targetable and efficient means of coupon promotion, not to mention the benefits of being able to market to consumers both in and out of the store.
Best of all, with redemption rates 5 to 40 times that of paper-based coupons, it’s highly cost-effective.
“This economy has definitely renewed growth in coupons and promotions,” Mr. Kihanya said. “Coupon usage is as high as it’s been in a decade.”
Newer generations of consumers are more interested in trying to save money and stretch resources.
They are looking to do so using the new technologies they have started to embrace as essential lifestyle tools – like the mobile phone.
“Consumers and corporations alike have embraced digital across many markets,” Mr. Kihanya said. “No reason for coupons to be any different. The phone is the ultra-individual device. As consumers become more and more comfortable with permission-based access from advertisers, the phone will become the ultimate targeted platform for media and specifically for promotions.
“We see mobile emerging as the predominant mechanism for all couponing.”
Friday, May 22, 2009
1 trillion text messages sent in 2008
By Giselle Tsirulnik
Wireless revenues showed impressive year-to year gains, as wireless data service revenues for the year rose to more than $32 billion.
This represents a 39 percent increase over 2007, when data revenues totaled $23.2 billion.
Wireless data revenues for 2008 amounted to nearly 22 percent of all wireless service revenues and represent what consumers spend on non-voice services.
The survey results indicate that mobile broadband services are enabling more Americans to grow their world like never before.
The Semi-Annual Wireless Industry Survey is completely voluntary and thus does not yield a 100 percet response rate from all service providers.
MMS is on the rise
However, the CTIA claims the survey has an excellent response rate. For the Dec. 31, installment of the semi-annual survey, CTIA received responses from companies serving 96.1 percent of wireless subscribers.
The information solicited from the service providers includes: direct employment, number of cell sites, total service revenues, roaming revenues as a subset of total service revenues, the average local monthly bill, and the average length of call.
Wireless technology is an integral part of everyday life for more than 87 percent of the American population
Wireless technology is changing and improving the way consumers connect and interact with the world around them.
According to the survey, text messaging continues to be enormously popular, with more than 1 trillion text messages carried on carriers’ networks in 2008—breaking down to more than 3.5 billion messages per day.
That’s almost triple the number from 2007, when 363 billion text messages were transmitted.
Wireless subscribers are also sending more pictures and other multi-media messages with their mobile devices, with 15 billion MMS messages reported for 2008, up from 6 billion the year before.
As of December 2008, the survey recorded more than 270 million wireless users. This represents a year-over-year increase of nearly 15 million subscribers.
The industry’s 12-month record for subscriber growth was reached in 2005, when 25.7 million new users came online.
Wireless revenues showed impressive year-to year gains, as wireless data service revenues for the year rose to more than $32 billion.
This represents a 39 percent increase over 2007, when data revenues totaled $23.2 billion.
Wireless data revenues for 2008 amounted to nearly 22 percent of all wireless service revenues and represent what consumers spend on non-voice services.
The survey results indicate that mobile broadband services are enabling more Americans to grow their world like never before.
The Semi-Annual Wireless Industry Survey is completely voluntary and thus does not yield a 100 percet response rate from all service providers.
MMS is on the rise
However, the CTIA claims the survey has an excellent response rate. For the Dec. 31, installment of the semi-annual survey, CTIA received responses from companies serving 96.1 percent of wireless subscribers.
The information solicited from the service providers includes: direct employment, number of cell sites, total service revenues, roaming revenues as a subset of total service revenues, the average local monthly bill, and the average length of call.
Wireless technology is an integral part of everyday life for more than 87 percent of the American population
Wireless technology is changing and improving the way consumers connect and interact with the world around them.
According to the survey, text messaging continues to be enormously popular, with more than 1 trillion text messages carried on carriers’ networks in 2008—breaking down to more than 3.5 billion messages per day.
That’s almost triple the number from 2007, when 363 billion text messages were transmitted.
Wireless subscribers are also sending more pictures and other multi-media messages with their mobile devices, with 15 billion MMS messages reported for 2008, up from 6 billion the year before.
As of December 2008, the survey recorded more than 270 million wireless users. This represents a year-over-year increase of nearly 15 million subscribers.
The industry’s 12-month record for subscriber growth was reached in 2005, when 25.7 million new users came online.
U.S. Mobile Spam Prevention Law Introduced
Originally Posted: 07 Apr 2009 02:15 PM PDT
Today two U.S. senators introduced legislation aimed at curbing unwanted text messages.
Called the m-SPAM Act of 2009, the potential law, introduced by Sen. Olympia Snowe (R-Maine) and Sen. Bill Nelson (D-FL), brings government intervention into the realm of mobile spam. Named similarly to the CAN-SPAM law that criminalizes email spammers, its especially important becauseunlike emailtext messages cost money to receive, as part of a data plan or on a message-by-message basis. Mobile spam invades both a consumers cell phone and monthly bill, Senator Snowe said.
While no one can object to the central idea of the proposed lawto prohibit marketers from sending messages to a do not contact type of registryI hope the Senate treads carefully.
Right now, the potential legislation suggests that every number on the Do Not Call registry also be off-limits to SMS senders.
This is not a good idea, because while nobody ever signs up to receive marketing phone calls, many consumers do sign up to receive SMS offers like coupons or sales announcements. By automatically making numbers on the Do Not Call List forbidden from marketers, consumers could be prevented from receiving the texts they actually want.
Hopefully, legitimate marketers and marketing organizations will work with legislators on options, such as (1) making it law to only have opt-in messaging campaigns, an industry-accepted best practice in which consumers sign up to receive SMS; and (2) creating a Do Not Text list separate from the Do Not Call Registry, so that consumers can keep telemarketers at bay while receiving the SMS messages that they truly want.
Were going to keep an eye on this. We also want to hear what all you legit mobile marketers have to say! Is there a similar law in countries where SMS has been in common use much longer than in the United States? Does anyone have a suggestion to the senators about what the law should and should not contain? Please speak out!
Today two U.S. senators introduced legislation aimed at curbing unwanted text messages.
Called the m-SPAM Act of 2009, the potential law, introduced by Sen. Olympia Snowe (R-Maine) and Sen. Bill Nelson (D-FL), brings government intervention into the realm of mobile spam. Named similarly to the CAN-SPAM law that criminalizes email spammers, its especially important becauseunlike emailtext messages cost money to receive, as part of a data plan or on a message-by-message basis. Mobile spam invades both a consumers cell phone and monthly bill, Senator Snowe said.
While no one can object to the central idea of the proposed lawto prohibit marketers from sending messages to a do not contact type of registryI hope the Senate treads carefully.
Right now, the potential legislation suggests that every number on the Do Not Call registry also be off-limits to SMS senders.
This is not a good idea, because while nobody ever signs up to receive marketing phone calls, many consumers do sign up to receive SMS offers like coupons or sales announcements. By automatically making numbers on the Do Not Call List forbidden from marketers, consumers could be prevented from receiving the texts they actually want.
Hopefully, legitimate marketers and marketing organizations will work with legislators on options, such as (1) making it law to only have opt-in messaging campaigns, an industry-accepted best practice in which consumers sign up to receive SMS; and (2) creating a Do Not Text list separate from the Do Not Call Registry, so that consumers can keep telemarketers at bay while receiving the SMS messages that they truly want.
Were going to keep an eye on this. We also want to hear what all you legit mobile marketers have to say! Is there a similar law in countries where SMS has been in common use much longer than in the United States? Does anyone have a suggestion to the senators about what the law should and should not contain? Please speak out!
AT&T Announces the Eighth Season of 'AMERICAN IDOL' Smashes All-Time Record for Fan Engagement Through Text Messaging
DALLAS, May 22 /PRNewswire-FirstCall/ -- A new judge, a new "judges' save" - and new milestones in fan engagement with AMERICAN IDOL. AT&T reported today that more than 178 million text messages crossed its network as fans interacted with the country's No. 1 TV show this season - the highest total for any season and more than double the 78 million messages AT&T reported last year.
Text message traffic counted in the tally includes not only text votes but also other ways fans interact with the show via text, such as answering weekly trivia questions, opting in to receive voting number reminders, submitting questions to AT&T-hosted chat sessions with outgoing contestants, and participating in AT&T's sweepstakes.
AT&T also reports:
*The number of AT&T customers who opted in to receive voting number reminders - a weekly text message listing all of the IDOLs and their voting numbers - was 70 percent higher than last season; fans who opted in for vote number reminders this season sent nearly twice as many text votes than did the overall voting population.
*Additionally, IDOL contestants lit up AT&T's ringtone leaderboard this year. At one point during the week of May 10, AMERICAN IDOL tones comprised 15 of the top 100 ringtones.
"AMERICAN IDOL is a smash hit with our customers, so just as FOX raises the bar every year for the show, every season we work to bring our customers new ways to get their IDOL fix through our products and services," said Andy Wilson, vice president of national marketing for AT&T Mobility and Consumer Markets. "We feel this season was our best yet, evidenced not only by heavy texting traffic but in the great response to the other terrific IDOL-related content we made available."
Text message traffic counted in the tally includes not only text votes but also other ways fans interact with the show via text, such as answering weekly trivia questions, opting in to receive voting number reminders, submitting questions to AT&T-hosted chat sessions with outgoing contestants, and participating in AT&T's sweepstakes.
AT&T also reports:
*The number of AT&T customers who opted in to receive voting number reminders - a weekly text message listing all of the IDOLs and their voting numbers - was 70 percent higher than last season; fans who opted in for vote number reminders this season sent nearly twice as many text votes than did the overall voting population.
*Additionally, IDOL contestants lit up AT&T's ringtone leaderboard this year. At one point during the week of May 10, AMERICAN IDOL tones comprised 15 of the top 100 ringtones.
"AMERICAN IDOL is a smash hit with our customers, so just as FOX raises the bar every year for the show, every season we work to bring our customers new ways to get their IDOL fix through our products and services," said Andy Wilson, vice president of national marketing for AT&T Mobility and Consumer Markets. "We feel this season was our best yet, evidenced not only by heavy texting traffic but in the great response to the other terrific IDOL-related content we made available."
Victoria’s Secret enters mobile commerce arena
By Giselle Tsirulnik | May 22, 2009
Victoria’s Secret is very good at keeping secrets. The retailer quietly launched a marketing initiative that uses the mobile Web and SMS text messages to promote its products and shopping on-the-go.
Victoria’s Secret has launched a dedicated mobile Web site and is also targeting its mobile database of opted-in consumers with exclusive offers, event coverage and new product information.
"With so many consumers (94 Million in the U.S.) using their handhelds to read email, search for products (9 percent of Google searches are now on mobile devcies) and browse Web sites, it is a basic expectation that a mobile user will have a successful experience when they visit a company's Web site," said Jason Taylor.
"Having a specialized mobile-optimized site allows users to get to and purchase the products they want fast," he said.
Consumers can sign up for alerts on the mobile site at http://mobile.victoriassecret.com or text the keyword START to the short code 26435(ANGEL).
All text message communication with consumers will include a link to the mobile site, in an effort to drive users there.
Victoria’s Secret is very good at keeping secrets. The retailer quietly launched a marketing initiative that uses the mobile Web and SMS text messages to promote its products and shopping on-the-go.
Victoria’s Secret has launched a dedicated mobile Web site and is also targeting its mobile database of opted-in consumers with exclusive offers, event coverage and new product information.
"With so many consumers (94 Million in the U.S.) using their handhelds to read email, search for products (9 percent of Google searches are now on mobile devcies) and browse Web sites, it is a basic expectation that a mobile user will have a successful experience when they visit a company's Web site," said Jason Taylor.
"Having a specialized mobile-optimized site allows users to get to and purchase the products they want fast," he said.
Consumers can sign up for alerts on the mobile site at http://mobile.victoriassecret.com or text the keyword START to the short code 26435(ANGEL).
All text message communication with consumers will include a link to the mobile site, in an effort to drive users there.
Tuesday, May 19, 2009
Dennys Serves Up a "Grand Slam" Mobile Campaign
EDITOR'S NOTE: Any restaurant in your area can start their own campaign with the Brandel mobile products you can get from us or already market!
Posted: 19 May 2009 07:10 AM PDT
Restaurant chain Denny's has unveiled a new multimedia promotional campaign to help change its image.
Lets be honest. Denny's doesnt necessarily have the best reputation as the hottest hangout for teens.
But now, the company is targeting young, late-night diners by offering original mobile content including a free iPhone application.
The Allnighter campaign spotlights four original characters: Wade the T-Rex, Steve the Unicorn, Finn the Leprechaun and Gary the Regular Guy. Dennys will take this endeavor further by expanding into personalized character profile pages on Facebook and MySpace.
The campaign has already begun airing as 30-second and 15-second television commercial spots on major network and cable stations.
Posted: 19 May 2009 07:10 AM PDT
Restaurant chain Denny's has unveiled a new multimedia promotional campaign to help change its image.
Lets be honest. Denny's doesnt necessarily have the best reputation as the hottest hangout for teens.
But now, the company is targeting young, late-night diners by offering original mobile content including a free iPhone application.
The Allnighter campaign spotlights four original characters: Wade the T-Rex, Steve the Unicorn, Finn the Leprechaun and Gary the Regular Guy. Dennys will take this endeavor further by expanding into personalized character profile pages on Facebook and MySpace.
The campaign has already begun airing as 30-second and 15-second television commercial spots on major network and cable stations.
Hyatt Makes Reservation with Mobile Marketing
EDITOR'S NOTE: This is yet another testament to the importance of the Mobile Web. Particularly suited to the travel industry - create your own travel directory with MOBILE ADPIX.
Posted: 19 May 2009 07:26 AM PDT
Hyatt Hotels & Resorts is behind a new mobile website that makes the hospitality business a little easier to navigate for hotel-seekers.
Thanks to the new mobile presence, guests can now locate, book, or cancel hotel reservations on any Internet-enabled mobile device.
According to the official announcement from the hotel giant, Hyatt guests can now visit the mobile site to take advantage of the following features and more:
· Find and book a hotel by location
· Hyatt special offers
· View or cancel a reservation
· Web check in and check out
· Access Hyatts Yattit travel tips by country
Hyatt and its affiliates own, operate or manage hotels in 45 countries worldwide.
You can preview the mobile site from any desktop by visiting www.hyatt2go.com.
Posted: 19 May 2009 07:26 AM PDT
Hyatt Hotels & Resorts is behind a new mobile website that makes the hospitality business a little easier to navigate for hotel-seekers.
Thanks to the new mobile presence, guests can now locate, book, or cancel hotel reservations on any Internet-enabled mobile device.
According to the official announcement from the hotel giant, Hyatt guests can now visit the mobile site to take advantage of the following features and more:
· Find and book a hotel by location
· Hyatt special offers
· View or cancel a reservation
· Web check in and check out
· Access Hyatts Yattit travel tips by country
Hyatt and its affiliates own, operate or manage hotels in 45 countries worldwide.
You can preview the mobile site from any desktop by visiting www.hyatt2go.com.
Monday, May 18, 2009
Mobile Web Poll: Email & Social Networking Most Popular
EDITOR'S NOTE: Get ahead of the curve with Brandel's Mobile AdPix - Advertising Showcases designed specifically for Mobile Web. Click here for more info.
Originally Posted: 15 May 2009 07:20 AM PDT
Webcredible, a user experience consultancy firm, conducted a mobile Web-usage poll recently to find out what areas of the mobile Web are seeing the most traffic and user interaction these days. Unsurprisingly, email and social network interaction are among the most visited.
The poll has been conducted in the past, and the new results show a clear indication of the evolution of the mobile Web over short periods of time. Almost two years ago, for example, the same poll was conducted between August and October of 2007 which showed that downloading ringtones came in at the top spot with 43 percent. During that particular poll, only 21 percent of respondents said they checked email regularly, and social network interaction didn't even register.
“Social networking sites are helping the mobile Internet reach its tipping point, stated Abid Warsi, Senior Consultant at Webcredible. We are now seeing an increasing number of people taking a real multi-channel approach to their communications with the growth in the use of email, Facebook and Twitter on the mobile, no doubt assisted by newer, technically advanced handsets like the iPhone.”
Interestingly enough, the 2009 research also revealed that 13 percent of mobile Internet users mainly used it for reading news or sport content, 12 percent used it for maps and directions and 4 percent mainly used it for local or travel news. 48 percent of total respondents said that they performed none of these tasks on their mobile devices- which is the most surprising revelation if you ask me.
Mobile devices have come a long way in two short years, and have everything to do with the mobile Web. Mobile apps have a lot to do with the evolution of the mobile Web as well, by bringing many aspects of the desktop experience to mobile devices. It should be interesting to see what this same poll produces next year and beyond as mobile apps, mobile browsers and mobile broadband continue to evolve.
Originally Posted: 15 May 2009 07:20 AM PDT
Webcredible, a user experience consultancy firm, conducted a mobile Web-usage poll recently to find out what areas of the mobile Web are seeing the most traffic and user interaction these days. Unsurprisingly, email and social network interaction are among the most visited.
The poll has been conducted in the past, and the new results show a clear indication of the evolution of the mobile Web over short periods of time. Almost two years ago, for example, the same poll was conducted between August and October of 2007 which showed that downloading ringtones came in at the top spot with 43 percent. During that particular poll, only 21 percent of respondents said they checked email regularly, and social network interaction didn't even register.
“Social networking sites are helping the mobile Internet reach its tipping point, stated Abid Warsi, Senior Consultant at Webcredible. We are now seeing an increasing number of people taking a real multi-channel approach to their communications with the growth in the use of email, Facebook and Twitter on the mobile, no doubt assisted by newer, technically advanced handsets like the iPhone.”
Interestingly enough, the 2009 research also revealed that 13 percent of mobile Internet users mainly used it for reading news or sport content, 12 percent used it for maps and directions and 4 percent mainly used it for local or travel news. 48 percent of total respondents said that they performed none of these tasks on their mobile devices- which is the most surprising revelation if you ask me.
Mobile devices have come a long way in two short years, and have everything to do with the mobile Web. Mobile apps have a lot to do with the evolution of the mobile Web as well, by bringing many aspects of the desktop experience to mobile devices. It should be interesting to see what this same poll produces next year and beyond as mobile apps, mobile browsers and mobile broadband continue to evolve.
Tuesday, May 12, 2009
7 steps to mobile your way out of recession
Originally Posted April 13, 2009
By Vanessa Horwell
We marketers should all be looking to the future, not just the flavor of the day or jumping on the social media bandwagon just because everyone else is.
The mobile channel has, over the past 18 months, made such incredible leaps and bounds in the U.S. advertising scene that chief marketing officers across all verticals are no longer casting it aside with a big, fat question mark.
Mobile is also becoming an essential tool for nonprofits to advance their cause and raise vital finds, just as mobile has become an importance device for healthcare providers to disseminate medical alerts and information and play a role in emergency services.
And finally, marketers have realized the constantly evolving potential of mobile as a multichannel player and revenue generator.
Frugal, sensible and fast
It is immediate and fast. And with only 160 characters, SMS mobile marketing is the epitome of frugality and sensibility. There is simply no space or time for anything else.
Mobile literally puts your brand into your customer’s pocket and in doing so, puts them in yours.
So how to tap into what I see as becoming one of the most important customer retention and marketing tools for our post-recession era?
Here’s how to mobile your way through the rest of this recession in these seven easy steps.
7. Read between the lines. There’s an opportunity here
Out of sight is out of mind. So if you disappear off the radar by cutting back on your marketing budget while your competitor is ramping up theirs – you are out of luck.
Viewed from the other side of that table, here is an opportunity to kick your competition's butt.
Historically, ROI on advertising spending increases during a recession. So why not turn your dollars toward mobile? You will get more bang for your buck.
SMS, WAP mobile sites, mobile banner ad campaigns – you can get these up and running from the low thousands.
6. Think beyond the discount
Although consumers are being lured by discounts and sales to dish out their hard earned money, there are other ways to sell your product.
Discounts may make the initial sale but it won’t necessarily keep your customers around for the long haul – and we all know that it costs less to make a sale to an existing customer than find a new one.
Creating an emotional connection between your brand and consumers will ensure that they come back begging for more. And a great way to create an emotional connection is via mobile. Tada!
When consumers grant their permission to reach them on that oh-so-personal device, they are doing so because they want your stuff, and in the knowledge they will be receiving something worthwhile from you, their brand of choice. So don’t mess it up.
5. What? Huh? Damnit, I can’t hear you!
Just because mobile doesn’t involve high-tech graphics or television spots (yet) mobile campaigns aren’t just about texting consumers with a discount code and sitting back, waiting for the dollars to roll in. Creativity is important. Make your brand stand out by offering content beyond just discounts.
But while creativity is important, clarity is even more important. When you only have 140 characters to make your point, it is important that you do make your point heard loud and clear.
4. Rinse and repeat, or in this case, just repeat
Here’s a spot quiz for you – how many marketing messages does it take to get a response from a consumer? Studies say that it takes five. So five TV ads? Five radio spots? Five glossy magazine ads? Expensive!
Not so with mobile. And when mobile is combined with other marketing channels, it is a recipe for marketing success – ensuring that your consumers are being engaged and involved in a conversation with your brand, and at a price point that is much more effective and bottom-line friendly.
3. It’s cliché, but yes … location, location, location
Imagine this … you are walking by your favorite store and a text message arrives on your mobile offering a discount from any purchase made today – at that very same store. Too good to pass up? I bet not.
That’s one aspect of the future of mobile. Location-based mobile marketing offers businesses the ability to hyper-target those customers that are the closest geographically (and therefore, most likely to buy).
What does this mean for you? It means that your ROI for each marketing dollar spent on location-based mobile marketing is much higher than when your audience isn’t physically close enough to your location to take advantage of your services.
2. What’s the 411?
When consumers are on the go and there is no computer to be found, most will turn to their mobile phone to find out what they need to know about your company, products or services.
So developing a mobile version of your company’s Web site makes very good business sense.
Even better? Allow your customers to buy on the go by integrating an mobile commerce system into your site.
1. Metrics matter
Last but definitely not least, don’t ignore the bottom line. Always keep in mind that your mobile marketing initiatives are the same as any other marketing campaign –the message is important but if it doesn’t result in sales, then it isn’t successful.
Evaluate completely and often to make sure that your messaging is clear, that it is working and that it is reaching the people that you need to reach most. It is not an experiment.
You see, if we stop blaming the economy, and get back to thinking creatively while focusing our business energies towards the future, we can invent new and efficient advertising models that will be both memorable and capable of driving transactions. We have the opportunity to position our industry for many years of growth.
It is time for straight talk, meaningful communication and focusing on rebuilding the diminished trust consumers have lost, one mobile phone at a time.
By Vanessa Horwell
We marketers should all be looking to the future, not just the flavor of the day or jumping on the social media bandwagon just because everyone else is.
The mobile channel has, over the past 18 months, made such incredible leaps and bounds in the U.S. advertising scene that chief marketing officers across all verticals are no longer casting it aside with a big, fat question mark.
Mobile is also becoming an essential tool for nonprofits to advance their cause and raise vital finds, just as mobile has become an importance device for healthcare providers to disseminate medical alerts and information and play a role in emergency services.
And finally, marketers have realized the constantly evolving potential of mobile as a multichannel player and revenue generator.
Frugal, sensible and fast
It is immediate and fast. And with only 160 characters, SMS mobile marketing is the epitome of frugality and sensibility. There is simply no space or time for anything else.
Mobile literally puts your brand into your customer’s pocket and in doing so, puts them in yours.
So how to tap into what I see as becoming one of the most important customer retention and marketing tools for our post-recession era?
Here’s how to mobile your way through the rest of this recession in these seven easy steps.
7. Read between the lines. There’s an opportunity here
Out of sight is out of mind. So if you disappear off the radar by cutting back on your marketing budget while your competitor is ramping up theirs – you are out of luck.
Viewed from the other side of that table, here is an opportunity to kick your competition's butt.
Historically, ROI on advertising spending increases during a recession. So why not turn your dollars toward mobile? You will get more bang for your buck.
SMS, WAP mobile sites, mobile banner ad campaigns – you can get these up and running from the low thousands.
6. Think beyond the discount
Although consumers are being lured by discounts and sales to dish out their hard earned money, there are other ways to sell your product.
Discounts may make the initial sale but it won’t necessarily keep your customers around for the long haul – and we all know that it costs less to make a sale to an existing customer than find a new one.
Creating an emotional connection between your brand and consumers will ensure that they come back begging for more. And a great way to create an emotional connection is via mobile. Tada!
When consumers grant their permission to reach them on that oh-so-personal device, they are doing so because they want your stuff, and in the knowledge they will be receiving something worthwhile from you, their brand of choice. So don’t mess it up.
5. What? Huh? Damnit, I can’t hear you!
Just because mobile doesn’t involve high-tech graphics or television spots (yet) mobile campaigns aren’t just about texting consumers with a discount code and sitting back, waiting for the dollars to roll in. Creativity is important. Make your brand stand out by offering content beyond just discounts.
But while creativity is important, clarity is even more important. When you only have 140 characters to make your point, it is important that you do make your point heard loud and clear.
4. Rinse and repeat, or in this case, just repeat
Here’s a spot quiz for you – how many marketing messages does it take to get a response from a consumer? Studies say that it takes five. So five TV ads? Five radio spots? Five glossy magazine ads? Expensive!
Not so with mobile. And when mobile is combined with other marketing channels, it is a recipe for marketing success – ensuring that your consumers are being engaged and involved in a conversation with your brand, and at a price point that is much more effective and bottom-line friendly.
3. It’s cliché, but yes … location, location, location
Imagine this … you are walking by your favorite store and a text message arrives on your mobile offering a discount from any purchase made today – at that very same store. Too good to pass up? I bet not.
That’s one aspect of the future of mobile. Location-based mobile marketing offers businesses the ability to hyper-target those customers that are the closest geographically (and therefore, most likely to buy).
What does this mean for you? It means that your ROI for each marketing dollar spent on location-based mobile marketing is much higher than when your audience isn’t physically close enough to your location to take advantage of your services.
2. What’s the 411?
When consumers are on the go and there is no computer to be found, most will turn to their mobile phone to find out what they need to know about your company, products or services.
So developing a mobile version of your company’s Web site makes very good business sense.
Even better? Allow your customers to buy on the go by integrating an mobile commerce system into your site.
1. Metrics matter
Last but definitely not least, don’t ignore the bottom line. Always keep in mind that your mobile marketing initiatives are the same as any other marketing campaign –the message is important but if it doesn’t result in sales, then it isn’t successful.
Evaluate completely and often to make sure that your messaging is clear, that it is working and that it is reaching the people that you need to reach most. It is not an experiment.
You see, if we stop blaming the economy, and get back to thinking creatively while focusing our business energies towards the future, we can invent new and efficient advertising models that will be both memorable and capable of driving transactions. We have the opportunity to position our industry for many years of growth.
It is time for straight talk, meaningful communication and focusing on rebuilding the diminished trust consumers have lost, one mobile phone at a time.
How mobile marketers can tap into the new penny-pinching behavior
EDITOR'S NOTE: Brandel's products are perfect for offering coupons and discounts to value-conscious consumers. Visit our website today!
May 12, 2009
By Raghu Kakarala
Marketers typically retrench and cut spending during recessions, but this downturn should be the time to take advantage of opportunities from emerging media, particularly since mobile marketing is bound to benefit.
As consumers look for ways to reduce their phone bills, smart marketers can tap into the next logical extension of this penny-pinching behavior.
Mobile messages can be more relevant and potent if they are GPS-targeted coupons that retailers send to consumers’ phones when they are in the vicinity of their store or actually shopping inside.
Value-seeking consumers have ditched satellite radio, pedicures and sports utility vehicles, yet mobile phones remain the devices that are as necessary as oxygen.
Besides car keys and wallets, the mobile phone is the one item that people still take everywhere. The only difference is more mobile phone users are signing up with cheaper prepaid plans rather than expensive two-year contracts.
Consequently, mobile marketing must be among the go-to tactics that smart brand and advertising managers include in their marketing mix.
The value-seeking mobile phone user is open to advertising. Consider that nearly two-thirds of mobile users said they would view ads on their mobile phone in return for a discount on their monthly bill, according to a November survey commissioned by software firm Transverse and telecoms consultant iGR.
Almost half the respondents to that survey said a 25 percent to 50 percent discount on their monthly bill would be enough incentive to allow access to their usage patterns for voice, email, texting and browsing.
Telecoms providers and their brand partners are able to grab even more relevancy with value-seeking mobile users by offering free phone upgrades, free minutes, texting, data services and other content in exchange for watching advertising on their phones.
Do not underestimate the lure of content with the value consumer. Data-plan subscription fees are declining in price, so mobile data consumption growth is inevitable.
Content delivery is improving the mobile experience as developers are becoming better at designing apps and customizing online videos for wireless devices.
Also, GPS phones are increasing the ability of advertisers to communicate with local telephone users through position-based campaigns.
Mobile marketing is getting smarter, and marketers who can weave relevancy into the growing population of value-seeking mobile phone users will be riding the rising tide on the medium that offers a high degree of audience targeting.
May 12, 2009
By Raghu Kakarala
Marketers typically retrench and cut spending during recessions, but this downturn should be the time to take advantage of opportunities from emerging media, particularly since mobile marketing is bound to benefit.
As consumers look for ways to reduce their phone bills, smart marketers can tap into the next logical extension of this penny-pinching behavior.
Mobile messages can be more relevant and potent if they are GPS-targeted coupons that retailers send to consumers’ phones when they are in the vicinity of their store or actually shopping inside.
Value-seeking consumers have ditched satellite radio, pedicures and sports utility vehicles, yet mobile phones remain the devices that are as necessary as oxygen.
Besides car keys and wallets, the mobile phone is the one item that people still take everywhere. The only difference is more mobile phone users are signing up with cheaper prepaid plans rather than expensive two-year contracts.
Consequently, mobile marketing must be among the go-to tactics that smart brand and advertising managers include in their marketing mix.
The value-seeking mobile phone user is open to advertising. Consider that nearly two-thirds of mobile users said they would view ads on their mobile phone in return for a discount on their monthly bill, according to a November survey commissioned by software firm Transverse and telecoms consultant iGR.
Almost half the respondents to that survey said a 25 percent to 50 percent discount on their monthly bill would be enough incentive to allow access to their usage patterns for voice, email, texting and browsing.
Telecoms providers and their brand partners are able to grab even more relevancy with value-seeking mobile users by offering free phone upgrades, free minutes, texting, data services and other content in exchange for watching advertising on their phones.
Do not underestimate the lure of content with the value consumer. Data-plan subscription fees are declining in price, so mobile data consumption growth is inevitable.
Content delivery is improving the mobile experience as developers are becoming better at designing apps and customizing online videos for wireless devices.
Also, GPS phones are increasing the ability of advertisers to communicate with local telephone users through position-based campaigns.
Mobile marketing is getting smarter, and marketers who can weave relevancy into the growing population of value-seeking mobile phone users will be riding the rising tide on the medium that offers a high degree of audience targeting.
Monday, May 11, 2009
Making short codes the call to action in ads
Originally Posted April 16, 2009
CNN’s Rick Sanchez stands before you on television, encouraging you to text-in your feedback during his interactive news program.
The cable network then thanks you for your contribution and offers to deliver you breaking mobile news alerts from its fellow Time Warner Inc.-owned sibling magazine, Entertainment Weekly.
Seldom attuned to the latest in pop culture, you opt-in. After the third SMS update on the Lindsay Lohan/Samantha Ronson scandal, Entertainment Weekly prompts you to visit its mobile Web site and subscribe to the publication.
Realizing the text alerts just aren’t enough, you deem it a worthy purchase and your relationship with these media powerhouses continues to grow.
Where am I going with this? Mobile marketing is evolving.
According to Nielsen, 71 percent of current users are using data services to connect to the Internet. Among non-users, 49 percent anticipate using mobile Internet services in the future.
The growth of the mobile Web brings the opportunity to enhance text message marketing with a level of fulfillment that previously did not exist.
Earlier this year, Motricity predicted that the short code would become the go-to call to action for advertisers. Remember when every commercial or print advertisement started to include a URL for more information? Mobile marketing is ready to claim that spotlight with short codes.
Fulfillment is the key driver for the growth of SMS codes being the call-to-action in advertising.
A targeted SMS message sets the stage, but by presenting the chance to continue the engagement through the mobile Internet, the opportunity to provide fulfillment is there.
If the SMS message also includes a discount code or segmented microsite that appeals to the preferences of that mobile phone user, the consumer/marketer relationship is deeper and more rewarding than other static efforts.
Mobile marketing is not siloed like other types of marketing, which require a billboard, television, computer, phone call, physical visit to a store or a combination of these to complete the cycle.
Mobile marketing doesn’t just create an interaction that begins and ends – the response is measured and the brand can drive consumers to engage elsewhere or more often.
Furthermore, those engagements are personal and take place on a device that’s usually run by one person.
Put yourself in the consumer’s shoes: If I see a Web site URL in a magazine and I go to that site and browse it one time, that’s great. But it’s not measurable.
Will the advertiser or company ever know that I browsed that Web site based on me seeing it in that magazine ad? But if I respond to a text message – you know where it’s coming from.
We are still hardwired to view every single text message that comes through to us.
Once I, as the consumer, have given that company or brand permission to interact with me, there is an ongoing, measurable relationship. A Web site can’t reach right back out to you. An SMS can.
The first step for marketers is to embrace the short code as their call-to-action in all advertising materials. From there, embrace the growth of the channel and give your audiences new opportunities to discover all you have to offer in a dynamic new channel.
CNN’s Rick Sanchez stands before you on television, encouraging you to text-in your feedback during his interactive news program.
The cable network then thanks you for your contribution and offers to deliver you breaking mobile news alerts from its fellow Time Warner Inc.-owned sibling magazine, Entertainment Weekly.
Seldom attuned to the latest in pop culture, you opt-in. After the third SMS update on the Lindsay Lohan/Samantha Ronson scandal, Entertainment Weekly prompts you to visit its mobile Web site and subscribe to the publication.
Realizing the text alerts just aren’t enough, you deem it a worthy purchase and your relationship with these media powerhouses continues to grow.
Where am I going with this? Mobile marketing is evolving.
According to Nielsen, 71 percent of current users are using data services to connect to the Internet. Among non-users, 49 percent anticipate using mobile Internet services in the future.
The growth of the mobile Web brings the opportunity to enhance text message marketing with a level of fulfillment that previously did not exist.
Earlier this year, Motricity predicted that the short code would become the go-to call to action for advertisers. Remember when every commercial or print advertisement started to include a URL for more information? Mobile marketing is ready to claim that spotlight with short codes.
Fulfillment is the key driver for the growth of SMS codes being the call-to-action in advertising.
A targeted SMS message sets the stage, but by presenting the chance to continue the engagement through the mobile Internet, the opportunity to provide fulfillment is there.
If the SMS message also includes a discount code or segmented microsite that appeals to the preferences of that mobile phone user, the consumer/marketer relationship is deeper and more rewarding than other static efforts.
Mobile marketing is not siloed like other types of marketing, which require a billboard, television, computer, phone call, physical visit to a store or a combination of these to complete the cycle.
Mobile marketing doesn’t just create an interaction that begins and ends – the response is measured and the brand can drive consumers to engage elsewhere or more often.
Furthermore, those engagements are personal and take place on a device that’s usually run by one person.
Put yourself in the consumer’s shoes: If I see a Web site URL in a magazine and I go to that site and browse it one time, that’s great. But it’s not measurable.
Will the advertiser or company ever know that I browsed that Web site based on me seeing it in that magazine ad? But if I respond to a text message – you know where it’s coming from.
We are still hardwired to view every single text message that comes through to us.
Once I, as the consumer, have given that company or brand permission to interact with me, there is an ongoing, measurable relationship. A Web site can’t reach right back out to you. An SMS can.
The first step for marketers is to embrace the short code as their call-to-action in all advertising materials. From there, embrace the growth of the channel and give your audiences new opportunities to discover all you have to offer in a dynamic new channel.
National Breast Cancer Foundation uses SMS to communicate with women
By Giselle Tsirulnik | Originally Posted April 16, 2009
The National Breast Cancer Foundation Inc. has integrated text message reminders for breast exams and mammograms into its platform of services and education.
The addition of text message reminders underscores the importance of the channel in communicating directly with women of all ages on one of the most personal devices they own.
“Think about it this way: A mobile phone is personal, but your health is even more personal,” said Jamie Buelt. “The idea of getting a personal reminder on your mobile phone is really ideal - even for people who aren't normally considered texters.
“The National Breast Cancer Foundation recognizes that if they don't offer mobile reminders, they miss multiple segments of their population, especially younger women and women of color who, according to research, use their wireless phones more than Caucasians,” she said.
NBCF, an organization committed to increasing awareness through education, providing diagnostic breast care services for those in need.
NBCF offers the use of personal mobile reminders for exams, mammograms and appointments.
“The SMS reminder is tailored to personal preferences and needs,” Ms. Buelt said. “Mobile reminders offer some distinct advantages in that more people own wireless phones than computers and they have them with them most of the day.
“You cannot say that about your home phone, your computer or your mailbox,” she said.
The National Breast Cancer Foundation Inc. has integrated text message reminders for breast exams and mammograms into its platform of services and education.
The addition of text message reminders underscores the importance of the channel in communicating directly with women of all ages on one of the most personal devices they own.
“Think about it this way: A mobile phone is personal, but your health is even more personal,” said Jamie Buelt. “The idea of getting a personal reminder on your mobile phone is really ideal - even for people who aren't normally considered texters.
“The National Breast Cancer Foundation recognizes that if they don't offer mobile reminders, they miss multiple segments of their population, especially younger women and women of color who, according to research, use their wireless phones more than Caucasians,” she said.
NBCF, an organization committed to increasing awareness through education, providing diagnostic breast care services for those in need.
NBCF offers the use of personal mobile reminders for exams, mammograms and appointments.
“The SMS reminder is tailored to personal preferences and needs,” Ms. Buelt said. “Mobile reminders offer some distinct advantages in that more people own wireless phones than computers and they have them with them most of the day.
“You cannot say that about your home phone, your computer or your mailbox,” she said.
Mobile Marketing Statistics
Here are some Key Mobile Marketing Statistics....
270 million U.S. mobile phone subscribers
nearly 40 million smartphones nationwide
40,000 iPhone applications downloaded more than 1 billion times
99 percent ubiquity with SMS service on all phones
And in the UK...
Firms running mobile banner ad campaigns rose by 45% in March of this year compared with six months previously.
270 million U.S. mobile phone subscribers
nearly 40 million smartphones nationwide
40,000 iPhone applications downloaded more than 1 billion times
99 percent ubiquity with SMS service on all phones
And in the UK...
Firms running mobile banner ad campaigns rose by 45% in March of this year compared with six months previously.
Thursday, May 7, 2009
Integrating mobile into traditional media is essential
By Dan Butcher | Originally Posted April 29, 2009
NEW YORK - Integrating mobile into traditional media campaigns is essential for marketers, whether they use banner ads, mobile Web sites, SMS, search, applications or coupons.
Such was the consensus of a panel at the Direct Marketing Association’s Mobile Marketing for Agencies and Media Buyers event. Panelists discussed what they deemed to be the essentials of mobile marketing strategy.
“The key is to communicate, deliver and exchange value with your audience, to interact with the audience on their handset,” said Michael Becker, executive vice president of business development for iLoop Mobile. “Choose the tactic that is appropriate for the overall campaign strategy.
“Voice, SMS and the mobile Internet are the mass-market paths—99 percent of mobile phones are SMS-capable—and each of those paths can ingest interactive advertising into a traditional media property,” he said.
Mobile coupons were a hot topic.
“Coupons can take many forms, but today the primary form is an alpha-numeric code within a text message, so consumers can to walk up to retail point of sale and show their phone to redeem the coupon,” Mr. Becker said.
“Money Mailer has incredible business going on right now—they mail you a shared mail pack, an envelope with coupons, and by adding mobile calls-to-action to their print coupons, they’re increasing the redemption rate 300 to 400 percent, because people appreciate not having to carry a piece of paper with them,” he said.
The biggest challenge facing mobile coupons is POS redemption, because many retailers cannot scan the coupon on the phone or recognize 2D bar code images.
“Over the next 6 months or so retailers will modify their POS to address that, and companies like mDot are putting out solutions like that to address the POS, the last mile of mobile commerce,” Mr. Becker said.
Another popular topic was integrating SMS into traditional media.
“A limited number of messages can generate huge ROI for your business,” Mr. Becker said. “Use traditional media channels to build your mobile list, and once they’re on your list you can start marketing to them, engaging them with promotions and incentives and establishing brand affinity and a value proposition.”
President Obama had over 50,000 keywords that his campaign used over the course of two-to-three years, enabling his campaign to send targeted, personalized text messages to people in specific locations.
“You don’t need to be a Fortune 500 company to do this, it’s such an approachable channel, so don’t have to be frightened,” Mr. Becker said. “Mobile was one of the reasons that Obama won—he used these mobile channels to engage his audience.
“American Idol is a classic case of mobile activating traditional media,” he said. “It’s a massive missed opportunity if you don’t add a keyword and short code call-to-action to all media to make your advertising interactive.
“Use mobile advertising as both a brand awareness tool and a revenue generator.”
Common short codes work across all carriers, and SMS has the highest adoption rate and reach of any mobile channel.
“There are many forms of media available on mobile device, and one of the most ubiquitous is via SMS,” said Matthew Valleskey, marketing communications of mobile services for Neustar. “Almost every device comes enabled with SMS capabilities, and even feature phones that don’t have data plan or access to Internet can use SMS."
Short codes can be used in text-to-win or voting/polling initiatives. Mobile calls-to-action can be issued via outdoor advertising, TV, radio, print, direct mail pieces and even in some cases email marketing to make those traditional channels more interactive.
Using different SMS keywords in different calls-to-action can help advertisers target consumers’ location and figure out which types of traditional advertising are most effective.
“There’s no where you can’t put a short code in traditional media to take a dead piece and make it live, such as magazines and news articles,” he said. “You can now make a regular article interactive to get more information via your mobile phone.”
Marketers are excited by the rise in popularity of smartphones, which enable rich-media ads.
“Mobile advertising is very much centered on banners ads, but engagement is 80 percent of the effort, so you have to think about what’s the engager, what gets presented when they click on the ad,” said Dean Macri, CEO of Cielo Mobile “Rich media is akin to Internet, there are engagement opportunities inside the ad, many types of things you can do to improve engagement.
“Brands are providing something you can’t buy, because you can go out and buy a list of email address, but you can’t go out and buy a list of cell phones numbers,” he said. “SMS fits the value of direct marketing by building lists of new opt-in customers, and it doesn’t have to be a coupon, it can be new product announcements.
“Movie studios have embraced SMS heavily, because they want to build a mobile database of people interested in movies, and they can’t buy that asset, so they need to build it themselves.”
It is important to follow MMA standards and abide by the double-opt-in so that messages are not perceived as annoyances, but rather add value to the consumer.
“The ultimate essential of mobile: it is a permission-based opt-in channel,” Mr. Becker said. “If you mess with that, you’re done.
“Respect consumers’ privacy, get their permission and focus on relevancy,” he said. “A person’s mobile number is more important than their social security number, and you have to respect that.”
NEW YORK - Integrating mobile into traditional media campaigns is essential for marketers, whether they use banner ads, mobile Web sites, SMS, search, applications or coupons.
Such was the consensus of a panel at the Direct Marketing Association’s Mobile Marketing for Agencies and Media Buyers event. Panelists discussed what they deemed to be the essentials of mobile marketing strategy.
“The key is to communicate, deliver and exchange value with your audience, to interact with the audience on their handset,” said Michael Becker, executive vice president of business development for iLoop Mobile. “Choose the tactic that is appropriate for the overall campaign strategy.
“Voice, SMS and the mobile Internet are the mass-market paths—99 percent of mobile phones are SMS-capable—and each of those paths can ingest interactive advertising into a traditional media property,” he said.
Mobile coupons were a hot topic.
“Coupons can take many forms, but today the primary form is an alpha-numeric code within a text message, so consumers can to walk up to retail point of sale and show their phone to redeem the coupon,” Mr. Becker said.
“Money Mailer has incredible business going on right now—they mail you a shared mail pack, an envelope with coupons, and by adding mobile calls-to-action to their print coupons, they’re increasing the redemption rate 300 to 400 percent, because people appreciate not having to carry a piece of paper with them,” he said.
The biggest challenge facing mobile coupons is POS redemption, because many retailers cannot scan the coupon on the phone or recognize 2D bar code images.
“Over the next 6 months or so retailers will modify their POS to address that, and companies like mDot are putting out solutions like that to address the POS, the last mile of mobile commerce,” Mr. Becker said.
Another popular topic was integrating SMS into traditional media.
“A limited number of messages can generate huge ROI for your business,” Mr. Becker said. “Use traditional media channels to build your mobile list, and once they’re on your list you can start marketing to them, engaging them with promotions and incentives and establishing brand affinity and a value proposition.”
President Obama had over 50,000 keywords that his campaign used over the course of two-to-three years, enabling his campaign to send targeted, personalized text messages to people in specific locations.
“You don’t need to be a Fortune 500 company to do this, it’s such an approachable channel, so don’t have to be frightened,” Mr. Becker said. “Mobile was one of the reasons that Obama won—he used these mobile channels to engage his audience.
“American Idol is a classic case of mobile activating traditional media,” he said. “It’s a massive missed opportunity if you don’t add a keyword and short code call-to-action to all media to make your advertising interactive.
“Use mobile advertising as both a brand awareness tool and a revenue generator.”
Common short codes work across all carriers, and SMS has the highest adoption rate and reach of any mobile channel.
“There are many forms of media available on mobile device, and one of the most ubiquitous is via SMS,” said Matthew Valleskey, marketing communications of mobile services for Neustar. “Almost every device comes enabled with SMS capabilities, and even feature phones that don’t have data plan or access to Internet can use SMS."
Short codes can be used in text-to-win or voting/polling initiatives. Mobile calls-to-action can be issued via outdoor advertising, TV, radio, print, direct mail pieces and even in some cases email marketing to make those traditional channels more interactive.
Using different SMS keywords in different calls-to-action can help advertisers target consumers’ location and figure out which types of traditional advertising are most effective.
“There’s no where you can’t put a short code in traditional media to take a dead piece and make it live, such as magazines and news articles,” he said. “You can now make a regular article interactive to get more information via your mobile phone.”
Marketers are excited by the rise in popularity of smartphones, which enable rich-media ads.
“Mobile advertising is very much centered on banners ads, but engagement is 80 percent of the effort, so you have to think about what’s the engager, what gets presented when they click on the ad,” said Dean Macri, CEO of Cielo Mobile “Rich media is akin to Internet, there are engagement opportunities inside the ad, many types of things you can do to improve engagement.
“Brands are providing something you can’t buy, because you can go out and buy a list of email address, but you can’t go out and buy a list of cell phones numbers,” he said. “SMS fits the value of direct marketing by building lists of new opt-in customers, and it doesn’t have to be a coupon, it can be new product announcements.
“Movie studios have embraced SMS heavily, because they want to build a mobile database of people interested in movies, and they can’t buy that asset, so they need to build it themselves.”
It is important to follow MMA standards and abide by the double-opt-in so that messages are not perceived as annoyances, but rather add value to the consumer.
“The ultimate essential of mobile: it is a permission-based opt-in channel,” Mr. Becker said. “If you mess with that, you’re done.
“Respect consumers’ privacy, get their permission and focus on relevancy,” he said. “A person’s mobile number is more important than their social security number, and you have to respect that.”
Forecast: Mobile Advertising Will Grow 36% In '09
NEW YORK -- May 4, 2009: Interpublic's Magna has released its latest forecast on mobile advertising, and it's now projecting that the U.S. mobile market will grow by 36 percent in 2009, to $229 million from $169 million in 2008. That's a downward revision from a forecast made in the middle of last year, but Magna expects a "re-acceleration" in 2010 as the mobile-apps market begins to support sustained growth for ad-supported applications.
A variety of trends are leading the growth, says Magna, including the prevalence of mobile subscriptions, with trade group the CTIA reporting more than 270 million at the end of 2008. There are also more than 224 million mobile users in the U.S., according to Nielsen.
Says Magna, "Although the vast majority of these individuals use their phones for voice services only, increasing numbers have adopted the use of text messaging (and virtually every device has the capability to receive SMS -- also known as text message -- advertising)."
Meanwhile, mobile access to the Internet is growing, with 22 million accessing the mobile web daily and 63 million monthly, up from 11 million daily and 37 million monthly in January 2008. The mobile web is, however, "limited by the number of consumers who will purchase mobile devices capable of accessing the web in an easy-to-use manner while concurrently subscribing to data services from a mobile carrier," Magna says. Web-capable smartphones will therefore be "key to growth," and Magna reports that 32 percent of A&T Wireless subscribers now have such devices, more than doubling from a year ago.
Apple's iPhone and App Store are a third driver of growth, heightening interest in mobile among consumers, marketers, and carriers, and establishing an "endemic ecosystem" of developers and consumers that, Magna says, creates "real demand for marketing services inside of the platform."
Mobile ad networks are the largest sector in mobile advertising, and Magna expects them to see the greatest growth over the next several years. "By aggregating billions of advertising impressions on a monthly basis, ad networks represent the most efficient way to sell the largest possible collection of audiences, and thus have become the primary beneficiaries of increasing mobile web consumption," says the report. Ad networks are also reaching into the app business to aggregate inventory there.
The report continues, "Other impression-based inventory (such as that offered by online portals, publishers or mobile carriers) should post solid growth, but fragmentation will hinder large-scale buying except where campaigns are intended to be highly targeted or integrated with efforts on other more traditional media." But SMS, or text ads, should "perform more strongly, with long-term growth rates similar to ad networks." Magna believes that text messaging "represents the best near-term potential for advertisers who want to use mobile devices to support broad-reaching marketing campaigns."
A variety of trends are leading the growth, says Magna, including the prevalence of mobile subscriptions, with trade group the CTIA reporting more than 270 million at the end of 2008. There are also more than 224 million mobile users in the U.S., according to Nielsen.
Says Magna, "Although the vast majority of these individuals use their phones for voice services only, increasing numbers have adopted the use of text messaging (and virtually every device has the capability to receive SMS -- also known as text message -- advertising)."
Meanwhile, mobile access to the Internet is growing, with 22 million accessing the mobile web daily and 63 million monthly, up from 11 million daily and 37 million monthly in January 2008. The mobile web is, however, "limited by the number of consumers who will purchase mobile devices capable of accessing the web in an easy-to-use manner while concurrently subscribing to data services from a mobile carrier," Magna says. Web-capable smartphones will therefore be "key to growth," and Magna reports that 32 percent of A&T Wireless subscribers now have such devices, more than doubling from a year ago.
Apple's iPhone and App Store are a third driver of growth, heightening interest in mobile among consumers, marketers, and carriers, and establishing an "endemic ecosystem" of developers and consumers that, Magna says, creates "real demand for marketing services inside of the platform."
Mobile ad networks are the largest sector in mobile advertising, and Magna expects them to see the greatest growth over the next several years. "By aggregating billions of advertising impressions on a monthly basis, ad networks represent the most efficient way to sell the largest possible collection of audiences, and thus have become the primary beneficiaries of increasing mobile web consumption," says the report. Ad networks are also reaching into the app business to aggregate inventory there.
The report continues, "Other impression-based inventory (such as that offered by online portals, publishers or mobile carriers) should post solid growth, but fragmentation will hinder large-scale buying except where campaigns are intended to be highly targeted or integrated with efforts on other more traditional media." But SMS, or text ads, should "perform more strongly, with long-term growth rates similar to ad networks." Magna believes that text messaging "represents the best near-term potential for advertisers who want to use mobile devices to support broad-reaching marketing campaigns."
Apple iPhone is enabler for mobile advertising
Original Article Posted on MobileMarketer.com
By Giselle Tsirulnik | May 7, 2009
The iPhone and other smartphones that are following in its footsteps are really helping shape the mobile advertising landscape.
Smartphones like the iPhone are designed specifically for a better user experience, allowing for more creative and engaging mobile advertising initiatives.
“The iPhone and devices that are following in its wake provide the best platform yet for enabling mobile advertising because they are optimized for rich media applications like video and also provide a genuinely good mobile browsing experience,” said Eden Zoller.
“This means the potential for better, more creative mobile advertising campaigns and of course a more engaging user experience,” he said. “Another big plus for advertising on the iPhone is the kind of people that own them.”
Comscore recently released data about iPhone application users that suggests they are a particularly attractive demographic for advertisers, with higher than average incomes and higher than average engagement with online media.
More than half (54 percent) of application users are in households with incomes greater than $75,000 per year.
Engagement with online retail scored high, which suggests they could be open to mobile commerce that by its nature has a strong affinity with mobile advertising.
At the same time, a mobile advertising ecosystem is building up quickly around the iPhone.
Specialists have emerged to provide advertising-related tools and analytics for iPhone developers.
Leading mobile advertising networks are changing their business models, specifically for the iPhone.
By Giselle Tsirulnik | May 7, 2009
The iPhone and other smartphones that are following in its footsteps are really helping shape the mobile advertising landscape.
Smartphones like the iPhone are designed specifically for a better user experience, allowing for more creative and engaging mobile advertising initiatives.
“The iPhone and devices that are following in its wake provide the best platform yet for enabling mobile advertising because they are optimized for rich media applications like video and also provide a genuinely good mobile browsing experience,” said Eden Zoller.
“This means the potential for better, more creative mobile advertising campaigns and of course a more engaging user experience,” he said. “Another big plus for advertising on the iPhone is the kind of people that own them.”
Comscore recently released data about iPhone application users that suggests they are a particularly attractive demographic for advertisers, with higher than average incomes and higher than average engagement with online media.
More than half (54 percent) of application users are in households with incomes greater than $75,000 per year.
Engagement with online retail scored high, which suggests they could be open to mobile commerce that by its nature has a strong affinity with mobile advertising.
At the same time, a mobile advertising ecosystem is building up quickly around the iPhone.
Specialists have emerged to provide advertising-related tools and analytics for iPhone developers.
Leading mobile advertising networks are changing their business models, specifically for the iPhone.
Gunstock Mountain Resort turns to mobile marketing
EDITOR'S NOTE: This is an excellent application for our BOUNCE AD product. It is ideal for big properties such as resorts like Gunstock, Casinos, Hotels and even shopping malls.
Original Article Posted on MobileMarketer.com
By Dan Butcher | May 7, 2009
Gunstock Mountain Resort, New Hampshire’s “Four Season Playground,” implemented a promotional SMS strategy to promote on-mountain specials, increasing the resort’s incremental revenue.
Loyal Gunstock customers were asked to text in a keyword and send it to a short code for up to four on-mountain deals per day, for example lunch and happy hour specials, discounted tickets, apparel and more.
“Gunstock was hoping to reach their customers while on the mountain, in order to increase the resort's incremental revenue,” said Katie York.
[Brandel's Bounce Ad] enables businesses and organizations to send coupons, promotions and notifications to their customers’ mobile phones that are timed to prompt an immediate action, such as where to have dinner that evening.
Subscribers show their phone to redeem the offer, eliminating the need for clipping and carrying coupons.
*****
“Many of Gunstock's customers were not taking advantage of the variety of services and entertainment provided in and around the mountain,” Ms. York said.
[This campaign] "helped to get the word out to skiers and boarders who were interested in hearing about on-mountain events during the day and night, while saving money at the same time,” she said.
Original Article Posted on MobileMarketer.com
By Dan Butcher | May 7, 2009
Gunstock Mountain Resort, New Hampshire’s “Four Season Playground,” implemented a promotional SMS strategy to promote on-mountain specials, increasing the resort’s incremental revenue.
Loyal Gunstock customers were asked to text in a keyword and send it to a short code for up to four on-mountain deals per day, for example lunch and happy hour specials, discounted tickets, apparel and more.
“Gunstock was hoping to reach their customers while on the mountain, in order to increase the resort's incremental revenue,” said Katie York.
[Brandel's Bounce Ad] enables businesses and organizations to send coupons, promotions and notifications to their customers’ mobile phones that are timed to prompt an immediate action, such as where to have dinner that evening.
Subscribers show their phone to redeem the offer, eliminating the need for clipping and carrying coupons.
*****
“Many of Gunstock's customers were not taking advantage of the variety of services and entertainment provided in and around the mountain,” Ms. York said.
[This campaign] "helped to get the word out to skiers and boarders who were interested in hearing about on-mountain events during the day and night, while saving money at the same time,” she said.
Arby's uses mobile coupons to generate buzz for new Roastburger
EDITOR'S NOTE: Both Brandel's Mobile Text Broadcast product and the Mobile AdPix can easily be used for Mobile Coupons!
Original Article Posted at MobileMarketer.com
By Giselle Tsirulnik | May 7, 2009
Fast food chain Arby’s ran a mobile campaign to promote its new sandwich, the Roastburger.
Alabama consumers were asked to text the word ROASTED to short code 74642 to get a coupon for a free Roastburger.
“The strategy for Arby’s campaign was to find a fun, exciting and original way to promote their new burger to their target demographic,” said Peter Schultz.
“In addition to uniqueness, Arby’s also wanted to try a medium that was easily trackable, unlike traditional marketing methods, mobile enabled Arby’s to achieve a level of trackability,” he said.
Consumers who texted in received the following message: “FREE Arby’s Roastburger! Show this msg for a FREE Roastburger w/purchase of any size drink - limit 1. ends 3/30/09. @ participating locations.”
Participants were then asked to double opt-in for future marketing messages from Arby’s. This message read, “Reply YES 2 get more exclusive offers from Arbys + Charter! Mx4msgs/mo. std text rates apply. Reply YES Now!”
Consumers who opted in were added to a database of names, which Arby’s will use for future promotions.
“Arby’s was seeking a new channel through which they could drive traffic to their locations,” said Shira Simmonds. “Mobile enabled Arby’s to reach out to their desired demographic and offer their customers a promotion that was targeted and relevant, while at the same time being convenient and instantly available.”
The campaign ran for just under a month and had over 850 respondents.
“This campaign demonstrated that a great Mobile offer from a respected merchant like Arby’s, will undoubtedly increase ROI almost immediately without the massive media spend,” said Judah Rosen.
Original Article Posted at MobileMarketer.com
By Giselle Tsirulnik | May 7, 2009
Fast food chain Arby’s ran a mobile campaign to promote its new sandwich, the Roastburger.
Alabama consumers were asked to text the word ROASTED to short code 74642 to get a coupon for a free Roastburger.
“The strategy for Arby’s campaign was to find a fun, exciting and original way to promote their new burger to their target demographic,” said Peter Schultz.
“In addition to uniqueness, Arby’s also wanted to try a medium that was easily trackable, unlike traditional marketing methods, mobile enabled Arby’s to achieve a level of trackability,” he said.
Consumers who texted in received the following message: “FREE Arby’s Roastburger! Show this msg for a FREE Roastburger w/purchase of any size drink - limit 1. ends 3/30/09. @ participating locations.”
Participants were then asked to double opt-in for future marketing messages from Arby’s. This message read, “Reply YES 2 get more exclusive offers from Arbys + Charter! Mx4msgs/mo. std text rates apply. Reply YES Now!”
Consumers who opted in were added to a database of names, which Arby’s will use for future promotions.
“Arby’s was seeking a new channel through which they could drive traffic to their locations,” said Shira Simmonds. “Mobile enabled Arby’s to reach out to their desired demographic and offer their customers a promotion that was targeted and relevant, while at the same time being convenient and instantly available.”
The campaign ran for just under a month and had over 850 respondents.
“This campaign demonstrated that a great Mobile offer from a respected merchant like Arby’s, will undoubtedly increase ROI almost immediately without the massive media spend,” said Judah Rosen.
Wednesday, May 6, 2009
Mobile ad search revenues to reach $2.3B by 2013
Original Article Posted By Dan Butcher
MobileMarketer.com | May 4, 2009
BIA’s The Kelsey Group forecasts that U.S. mobile search advertising revenues will grow from $39 million in 2008 to $2.3 billion by 2013, a compound annual growth rate of 125 percent.
Kelsey anticipates a tenfold increase in the number of mobile Internet users during the forecast period—from 5.2 million in 2008 to 56.2 million in 2013. The attendant increase in searches per user and the percentage of search results that are served with ads will drive the growth in mobile search ad revenues, according to Kelsey.
“I don’t want to keep saying the iPhone, but clearly the iPhone is driving mobile Internet adoption,” said Neal Polachek, CEO of The Kelsey Group, Princeton, NJ. “The Palm Pre, HTC G1, all of those handsets, the new wave of phones, are changing the consumer experience with mobile devices from text and voice to increasing level of browsing and apps usage.
“With apps that have been built for the iPhone and will be built for the Palm Pre and all of the other devices, you’ve got a mobile Internet experience very different from the mobile phone experience that you could occasionally check out the Internet on,” he said. “It’s flipping it from a voice device to an Internet device.”
The notion that the mobile device with GPS capabilities knows where consumers are offers tantalizing possibilities for marketers.
“The ability down the road to target if they opt in, plus the geotargeting, it makes it about as targeted a message as possible for the advertiser,” Mr. Polachek said. “Marketers could send me something that fits my profile and fits my location, and the likelihood of a conversion to a sale is probably as high as any ad in any platform.
“People do have to opt in, because without opt in of some sort there will be privacy issues, which are not insignificant,” he said.
*****
Despite some remaining obstacles, the growth of mobile advertising will not slow down any time soon.
“There are hurdles, but like everything in the media business, it’s like water, it’ll find its way to the right place,” Mr. Polachek said.
“Maybe an ad from a local service provider will be as relevant and interesting as that of a national advertiser, so it will be interesting to see how it evolves.”
MobileMarketer.com | May 4, 2009
BIA’s The Kelsey Group forecasts that U.S. mobile search advertising revenues will grow from $39 million in 2008 to $2.3 billion by 2013, a compound annual growth rate of 125 percent.
Kelsey anticipates a tenfold increase in the number of mobile Internet users during the forecast period—from 5.2 million in 2008 to 56.2 million in 2013. The attendant increase in searches per user and the percentage of search results that are served with ads will drive the growth in mobile search ad revenues, according to Kelsey.
“I don’t want to keep saying the iPhone, but clearly the iPhone is driving mobile Internet adoption,” said Neal Polachek, CEO of The Kelsey Group, Princeton, NJ. “The Palm Pre, HTC G1, all of those handsets, the new wave of phones, are changing the consumer experience with mobile devices from text and voice to increasing level of browsing and apps usage.
“With apps that have been built for the iPhone and will be built for the Palm Pre and all of the other devices, you’ve got a mobile Internet experience very different from the mobile phone experience that you could occasionally check out the Internet on,” he said. “It’s flipping it from a voice device to an Internet device.”
The notion that the mobile device with GPS capabilities knows where consumers are offers tantalizing possibilities for marketers.
“The ability down the road to target if they opt in, plus the geotargeting, it makes it about as targeted a message as possible for the advertiser,” Mr. Polachek said. “Marketers could send me something that fits my profile and fits my location, and the likelihood of a conversion to a sale is probably as high as any ad in any platform.
“People do have to opt in, because without opt in of some sort there will be privacy issues, which are not insignificant,” he said.
*****
Despite some remaining obstacles, the growth of mobile advertising will not slow down any time soon.
“There are hurdles, but like everything in the media business, it’s like water, it’ll find its way to the right place,” Mr. Polachek said.
“Maybe an ad from a local service provider will be as relevant and interesting as that of a national advertiser, so it will be interesting to see how it evolves.”
Survey: Mobile Internet Adoption Continues To Rise
Posted: 05 May 2009 06:17 AM PDT
Mobile Marketing Watch
Though it may come as no surprise, mobile Internet adoption and overall usage is still steadily increasing. A survey conducted by PriceGrabber.com outlines some new trends in mobile Internet shopping and purchasing behaviors in its new Consumer Behavior report dubbed Mobile Internet Shopping Trends.
The online shopping portal conducted the survey in March which included 3,305 online consumers with mobile phones in the U.S. The survey concluded that online consumers have made considerable progress in Web-enabled phone adoption and mobile Internet usage, especially in relation to shopping via mobile devices.
The survey proved that online shoppers are now increasingly becoming mobile Internet shoppers using their Web-enabled phones to maximum advantage. Mobile devices help them purchase online, compare prices and also research product details and specifications. Among them, 58 percent have purchased digital content for their phones, 51 percent have bought consumer electronics and 37 percent computers, besides similar numbers on books and clothing.
Interestingly enough, more than half of the online consumers polled (58 percent) owned a mobile phone with Internet connectivity. Among the consumers with Web-enabled phones, 21 percent had a smartphone, 8 percent owned an iPhone and 29 percent owned some other type of Web-enabled phone. As the market saturation grows steadily for Web-enabled devices and smartphones in particular, mobile Internet usage will obviously spike. So to will mobile shopping services such as PriceGrabber which is no doubt positioning itself for a surge in mobile-based shopping, research and price comparisons.
EDITOR'S NOTE: And the use of Mobile AdPix and its various applications will grow as well!
Mobile Marketing Watch
Though it may come as no surprise, mobile Internet adoption and overall usage is still steadily increasing. A survey conducted by PriceGrabber.com outlines some new trends in mobile Internet shopping and purchasing behaviors in its new Consumer Behavior report dubbed Mobile Internet Shopping Trends.
The online shopping portal conducted the survey in March which included 3,305 online consumers with mobile phones in the U.S. The survey concluded that online consumers have made considerable progress in Web-enabled phone adoption and mobile Internet usage, especially in relation to shopping via mobile devices.
The survey proved that online shoppers are now increasingly becoming mobile Internet shoppers using their Web-enabled phones to maximum advantage. Mobile devices help them purchase online, compare prices and also research product details and specifications. Among them, 58 percent have purchased digital content for their phones, 51 percent have bought consumer electronics and 37 percent computers, besides similar numbers on books and clothing.
Interestingly enough, more than half of the online consumers polled (58 percent) owned a mobile phone with Internet connectivity. Among the consumers with Web-enabled phones, 21 percent had a smartphone, 8 percent owned an iPhone and 29 percent owned some other type of Web-enabled phone. As the market saturation grows steadily for Web-enabled devices and smartphones in particular, mobile Internet usage will obviously spike. So to will mobile shopping services such as PriceGrabber which is no doubt positioning itself for a surge in mobile-based shopping, research and price comparisons.
EDITOR'S NOTE: And the use of Mobile AdPix and its various applications will grow as well!
Friday, May 1, 2009
Mobile Coupon Growth
Excerpt from MobileMarketer.com
"...In fact, mobile coupon programs are developing into effective traffic-enabling tools for consumer packaged goods companies, food and beverage players, retailers and sellers of tickets for movies and entertainment..."
Use Brandel's Mobile AdPix to create your own coupon directory for your local area. The economic climate makes coupons and discounts desirable for consumers.
"...In fact, mobile coupon programs are developing into effective traffic-enabling tools for consumer packaged goods companies, food and beverage players, retailers and sellers of tickets for movies and entertainment..."
Use Brandel's Mobile AdPix to create your own coupon directory for your local area. The economic climate makes coupons and discounts desirable for consumers.
Mobile Web traffic going off-deck: Research
Original Article Appears on MobileMarketer.com
By Giselle Tsirulnik | May 1, 2009
Mobile usage on the rise
In the first quarter of 2008, BlackBerry represented 17.33 percent of mobile Web traffic and iPhone only 9.1 percent, but by year-end, BlackBerry represented 23.98 percent and iPhone grew to 22.98 percent.
This was the key finding from the Crisp Wireless Index’s Year-In-Review. The index is a barometer of consumer activity online via mobile devices based on usage across the Crisp Wireless Premium Publisher Network, which represents more than half of the mobile Internet traffic (based on unique visits) in the U.S., from Jan. 1 through Dec. 31, 2008.
The percentage of traffic driven from mobile search engines is slowly growing from 7.51 percent in the first quarter of 2008 to 8.85 percent in the fourth quarter of the same year, while the percentage of traffic coming from carrier decks has continued to drop from 53.4 percent to 36.91 percent year-over-year.
More and more mobile Web traffic is going “off-deck,” opening the mobile advertising channel to more inventory and fewer restrictions.
“I think I see things growing,” Mr. Sullivan said. “I think we are going to see the high-traffic phones getting more of the traffic – the BlackBerry, iPhone. I think we are going to see more of those. As contracts expire I see people going more towards these new platforms.
“I think we are also going to see more visits per user,” he said. “We saw a slow increase in visits per user in 2008. But with people getting more comfortable with the medium we are going to see more visits per user.
“And I think what goes hand in hand with that is increased mobile search engine usage and that is because people will start emulating some of their Web usage where people start discovering more content through search engines.”
By Giselle Tsirulnik | May 1, 2009
Mobile usage on the rise
In the first quarter of 2008, BlackBerry represented 17.33 percent of mobile Web traffic and iPhone only 9.1 percent, but by year-end, BlackBerry represented 23.98 percent and iPhone grew to 22.98 percent.
This was the key finding from the Crisp Wireless Index’s Year-In-Review. The index is a barometer of consumer activity online via mobile devices based on usage across the Crisp Wireless Premium Publisher Network, which represents more than half of the mobile Internet traffic (based on unique visits) in the U.S., from Jan. 1 through Dec. 31, 2008.
The percentage of traffic driven from mobile search engines is slowly growing from 7.51 percent in the first quarter of 2008 to 8.85 percent in the fourth quarter of the same year, while the percentage of traffic coming from carrier decks has continued to drop from 53.4 percent to 36.91 percent year-over-year.
More and more mobile Web traffic is going “off-deck,” opening the mobile advertising channel to more inventory and fewer restrictions.
“I think I see things growing,” Mr. Sullivan said. “I think we are going to see the high-traffic phones getting more of the traffic – the BlackBerry, iPhone. I think we are going to see more of those. As contracts expire I see people going more towards these new platforms.
“I think we are also going to see more visits per user,” he said. “We saw a slow increase in visits per user in 2008. But with people getting more comfortable with the medium we are going to see more visits per user.
“And I think what goes hand in hand with that is increased mobile search engine usage and that is because people will start emulating some of their Web usage where people start discovering more content through search engines.”
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