EDITOR'S NOTE: Brandel's Mobile AdPix is the perfect product for reaching the mobile market. Click on any of our links here for more information.
Original Article Posted on MobileMarketer.com
By Giselle Tsirulnik | April 30, 2009
More than a third of high-use smartphone users are taking action on mobile advertisements, according to a study by AOL’s Platform-A.
The results of the research study assessed usage patterns among Smartphone consumers and their attitudes toward mobile advertising. Smartphone users are clicking on advertisements (53 percent), requesting more information or a coupon (35 percent) and making purchases via their smart phones (24 percent).
“The study allowed us to see the extent to which the smartphone enhances the quality of life of consumers,” said Rich Kochman, vice president of product management and mobile at Platform-A.
“It makes it so much easier for them to access the information they need wherever they go, at anytime,” he said. “It's their lifeline, checking in with mobile media at work, home, while shopping or commuting.”
*****
For marketers, smartphones and mobile marketing provide new ways to capture consumer attention with higher degree of focus than traditional forms of media.
The study reports Web-enabled devices have enabled Americans to consume media throughout their daily routine, with 82 percent using mobile devices at work and 81 percent using mobile devices while shopping.
The mobile Web has also become a ritual with commuters, who use the mobile web as part of their workday commute.
Currently, nearly one of every seven minutes of media consumption takes place on a mobile device, and six of every 10 consumers expect their mobile internet usage to increase significantly over the next two years.
“Marketers can align their brands with a technology that is seen as cutting edge, timely and current. Brands have a compelling opportunity to engage with consumers while they are very focused on content, sponsoring applications that are valuable to the experience and provide convenience,” Mr. Kochman said.
“It's also important to note [the] need of making their Web sites formatted for mobile devices,” he said.
[...Such as Brandel's product, Mobile AdPix.]
Thursday, April 30, 2009
Harley Davidson Revs up Mobile Marketing Efforts
Posted: 29 Apr 2009 | Mobile Marketing Watch
Everyone knows Harley-Davidson.
But what most don't know is how the Milwaukee-based motorcycle manufacturer drives sales leads via mobile marketing to their more than six hundred independent dealerships in the US.
According to Randy Sprenger, manager of electronic advertising and direct promotions, Harley-Davidson, mobile marketing has worked for Harley not just for drawing attention to the brand, but also for providing positive and negative feedback that directs future company goals and, ultimately, product lines.
With more than 145,000 fans on Facebook, it isn't uncommon, reports Sprenger, for Harley to get anywhere from 300 to 500 comments per day. It helps us learn what people are saying outside the walls of Harley, he stated.
Last year, with the help of mobile agency SnapTell, Harley ran a campaign for the V-Rod Muscle motorcycle that combined ads in men's lifestyle magazines with mobile marketing. Consumers were able to download various wallpapers for their mobile phone that featured swimsuit model Marisa Miller posing on the motorcycle.
For Harley, the campaign was a success (even though specific download information wasn't made readily available). Nonethless, the company claims that numerous leads were generated.
Why should we believe it?
Because Harley is aggressively stepping up their mobile presence - something they surely wouldn't invest in if the mobile channel has not proven lucrative thus far.
Keep yours eyes and ears peeled this summer for a big wave of mobile advertising from Harley-Davidson.
Everyone knows Harley-Davidson.
But what most don't know is how the Milwaukee-based motorcycle manufacturer drives sales leads via mobile marketing to their more than six hundred independent dealerships in the US.
According to Randy Sprenger, manager of electronic advertising and direct promotions, Harley-Davidson, mobile marketing has worked for Harley not just for drawing attention to the brand, but also for providing positive and negative feedback that directs future company goals and, ultimately, product lines.
With more than 145,000 fans on Facebook, it isn't uncommon, reports Sprenger, for Harley to get anywhere from 300 to 500 comments per day. It helps us learn what people are saying outside the walls of Harley, he stated.
Last year, with the help of mobile agency SnapTell, Harley ran a campaign for the V-Rod Muscle motorcycle that combined ads in men's lifestyle magazines with mobile marketing. Consumers were able to download various wallpapers for their mobile phone that featured swimsuit model Marisa Miller posing on the motorcycle.
For Harley, the campaign was a success (even though specific download information wasn't made readily available). Nonethless, the company claims that numerous leads were generated.
Why should we believe it?
Because Harley is aggressively stepping up their mobile presence - something they surely wouldn't invest in if the mobile channel has not proven lucrative thus far.
Keep yours eyes and ears peeled this summer for a big wave of mobile advertising from Harley-Davidson.
Wednesday, April 29, 2009
The Ambiguity Surrounding Bluetooth Marketing Explained
Originally Posted: 10 Apr 2009
Adapted from Mobile Marketing Watch
Many users and even industry experts are still confused with Bluetooth technology and the surrounding regulation and anti-SPAM laws that enter the picture anytime marketing messages are pushed to users via a Bluetooth connection.
Despite its relatively low-cost of deployment and high conversion rate, many advertisers shy away from the medium- fearing angered users and a lack of long-term customer interaction. While this may be true for many campaigns that weren't well thought-out, education on the ins and outs of the technology and the subsequent regulation goes along way.
I came across an interesting article written by Mark Brill of the Direct Marketing Association Mobile Marketing Council, who laid out the basics of marketing via Bluetooth, and the changes marketers must make- now that the ambiguity of Bluetooth Marketing regulation has become more clear.
As a new and underdeveloped marketing channel, there's been significant confusion within the industry as to the issue of securing consent from consumers to reach them via Bluetooth. Until recently, it was widely assumed that Bluetooth was covered by the Privacy & Electronic Communications Regulations of 2003. However, in 2007 the Information Commissioner ruled that Bluetooth is not part of the mobile network and
therefore is exempt from the 2003 Regulations.
Furthermore, the rules that require opt-in for email and SMS campaigns don't even apply to Bluetooth. This means that there's little to prevent seedy marketers from bombarding every consumer in the vicinity who happens to have Bluetooth enabled on their phone. It has been this lack of regulation that has let Spammers run wild with Bluetooth, and therefore ruined the public's opinion on the medium.
The DMAs Mobile Marketing Council produced the first set of best practice guidelines for Bluetooth proximity marketing to help fill in the grey area, and give some form of regulation to the industry. The guidelines stress the need to gain clear consent from mobile users and provide the opportunity to opt-out, as well as setting out the terms for broadcast range and the management of contact retries. These guidelines currently stand in lieu of government regulations. While they hold no legal power,
the Direct Marketing Commission - the independent body responsible for monitoring compliance with the DMA Code of Practice - could impose sanctions on member companies found to be in breach of the guidelines.
While it's just a first step, it's a step in the right direction to getting Bluetooth Marketing regulated enough to become a major tool in any mobile marketer's tool-chest. As more and more Bluetooth campaigns are conducted within the guidelines that have been set fourth, the public will slowly realize the benefits of the medium, instead of seeing it as just another avenue for SPAM.
Adapted from Mobile Marketing Watch
Many users and even industry experts are still confused with Bluetooth technology and the surrounding regulation and anti-SPAM laws that enter the picture anytime marketing messages are pushed to users via a Bluetooth connection.
Despite its relatively low-cost of deployment and high conversion rate, many advertisers shy away from the medium- fearing angered users and a lack of long-term customer interaction. While this may be true for many campaigns that weren't well thought-out, education on the ins and outs of the technology and the subsequent regulation goes along way.
I came across an interesting article written by Mark Brill of the Direct Marketing Association Mobile Marketing Council, who laid out the basics of marketing via Bluetooth, and the changes marketers must make- now that the ambiguity of Bluetooth Marketing regulation has become more clear.
As a new and underdeveloped marketing channel, there's been significant confusion within the industry as to the issue of securing consent from consumers to reach them via Bluetooth. Until recently, it was widely assumed that Bluetooth was covered by the Privacy & Electronic Communications Regulations of 2003. However, in 2007 the Information Commissioner ruled that Bluetooth is not part of the mobile network and
therefore is exempt from the 2003 Regulations.
Furthermore, the rules that require opt-in for email and SMS campaigns don't even apply to Bluetooth. This means that there's little to prevent seedy marketers from bombarding every consumer in the vicinity who happens to have Bluetooth enabled on their phone. It has been this lack of regulation that has let Spammers run wild with Bluetooth, and therefore ruined the public's opinion on the medium.
The DMAs Mobile Marketing Council produced the first set of best practice guidelines for Bluetooth proximity marketing to help fill in the grey area, and give some form of regulation to the industry. The guidelines stress the need to gain clear consent from mobile users and provide the opportunity to opt-out, as well as setting out the terms for broadcast range and the management of contact retries. These guidelines currently stand in lieu of government regulations. While they hold no legal power,
the Direct Marketing Commission - the independent body responsible for monitoring compliance with the DMA Code of Practice - could impose sanctions on member companies found to be in breach of the guidelines.
While it's just a first step, it's a step in the right direction to getting Bluetooth Marketing regulated enough to become a major tool in any mobile marketer's tool-chest. As more and more Bluetooth campaigns are conducted within the guidelines that have been set fourth, the public will slowly realize the benefits of the medium, instead of seeing it as just another avenue for SPAM.
Starbucks runs mobile coupon loyalty program
Original Article By Dan Butcher
MobileMarketer.com | April 22, 2009
Starbucks Coffee Co. is running a loyalty program based on 2D bar-code coupons deployed via SMS.
The coffee giant tapped digital technology provider Codilink, which specializes in mobile services helping companies to offer loyalty programs to their clients. The campaign is currently running in Guadalajara and San Luis Potosi, Mexico, but based on the 60 percent mobile coupon redemption rate, it is likely to be expanded.
“The main strategies of this campaign are to reward loyal Starbucks customers and to get to know new customers and attract them to their stores,” said Rodrigo Rivero Borrell, director/CEO of Codilink Mexico, Mexico City. “On the one hand we’re helping people to get to know the brand and the product and rewarding loyal customers with prizes and discounts.
“We were offering a system to create the coupons and track them to learn more about their customers, and mobile is the key way of doing that,” he said. “Starbucks also wanted to target younger people, and mobile is the most appropriate way to do that.”
Currently about 80 percent of consumers in Mexico have mobile phones for a total of approximately 76 million subscribers.
An in-store call-to-action urging customers to join Starbucks' mobile loyalty program
Starbucks created postcards that are being handed out in malls, universities and retail outlets, with the goal of attracting new customers.
****
“This is our proof that it is so easy for people to participate in mobile campaigns and that they get results,” he said. “The goal is to teach people about mobile technology and to actually get people to react to that technology, and so far they have, so hopefully it will include other larger cities across the country soon.”
****
"We are convinced that the technology allows us to be closer to customers and offer benefits that are actually usable,” said Ivan Ahedo, director of marketing for Starbucks Mexico. “Additionally, the technology allows us to monitor and analyze the patterns of our clients in order to know them better and offer them more benefits and better quality.”
MobileMarketer.com | April 22, 2009
Starbucks Coffee Co. is running a loyalty program based on 2D bar-code coupons deployed via SMS.
The coffee giant tapped digital technology provider Codilink, which specializes in mobile services helping companies to offer loyalty programs to their clients. The campaign is currently running in Guadalajara and San Luis Potosi, Mexico, but based on the 60 percent mobile coupon redemption rate, it is likely to be expanded.
“The main strategies of this campaign are to reward loyal Starbucks customers and to get to know new customers and attract them to their stores,” said Rodrigo Rivero Borrell, director/CEO of Codilink Mexico, Mexico City. “On the one hand we’re helping people to get to know the brand and the product and rewarding loyal customers with prizes and discounts.
“We were offering a system to create the coupons and track them to learn more about their customers, and mobile is the key way of doing that,” he said. “Starbucks also wanted to target younger people, and mobile is the most appropriate way to do that.”
Currently about 80 percent of consumers in Mexico have mobile phones for a total of approximately 76 million subscribers.
An in-store call-to-action urging customers to join Starbucks' mobile loyalty program
Starbucks created postcards that are being handed out in malls, universities and retail outlets, with the goal of attracting new customers.
****
“This is our proof that it is so easy for people to participate in mobile campaigns and that they get results,” he said. “The goal is to teach people about mobile technology and to actually get people to react to that technology, and so far they have, so hopefully it will include other larger cities across the country soon.”
****
"We are convinced that the technology allows us to be closer to customers and offer benefits that are actually usable,” said Ivan Ahedo, director of marketing for Starbucks Mexico. “Additionally, the technology allows us to monitor and analyze the patterns of our clients in order to know them better and offer them more benefits and better quality.”
Acquity Groups Leads An Aggressive Charge
Full Article Posted on 28 Apr 2009 | Mobile Marketing Watch
Acquity Group is the next in line to emerge with their own iPhone-optimized web site.
The web site, which provides iPhone users with (what else wold you expect them to say?) an enhanced experience, will be available for other smartphones by the end of the summer.
The goal of the web application is to provide an additional outlet for individuals to access information about its recent work, new offerings, and latest thought leadership.
What this announcement really suggests is the aggressive agenda for not only Acquity but for others in the mobile marketing industry.
Acquity alone is currently developing more than a dozen mobile applications and optimized web sites for some of the countrys leading retailers. As some have recently become aware, Acquity Group has developed a rapid-launch solution that will enable an organization to roll-out a mobile commerce initiative in as fast as eight weeks.
Acquity Group is the next in line to emerge with their own iPhone-optimized web site.
The web site, which provides iPhone users with (what else wold you expect them to say?) an enhanced experience, will be available for other smartphones by the end of the summer.
The goal of the web application is to provide an additional outlet for individuals to access information about its recent work, new offerings, and latest thought leadership.
What this announcement really suggests is the aggressive agenda for not only Acquity but for others in the mobile marketing industry.
Acquity alone is currently developing more than a dozen mobile applications and optimized web sites for some of the countrys leading retailers. As some have recently become aware, Acquity Group has developed a rapid-launch solution that will enable an organization to roll-out a mobile commerce initiative in as fast as eight weeks.
Dairy Queen mobile ads see 22 percent Click-Thru-Rate
Full Article Available on MobileMarketer.com
By Dan Butcher | April 28, 2009
A recent Dairy Queen mobile ad campaign saw a click-through-rate of more than 22 percent, proving once again the effectiveness of the mobile channel to engage consumers.
Mobile Posse Inc., a provider of idle-screen content and advertising for mobile, is helping Dairy Queen to reach consumers on-the-go through their mobile phones. Starting in March, Dairy Queen and digital agency space150 piloted Mobile Posse’s idle-screen advertising platform to promote its new Sweet Deals value menu.
“Dairy Queen’s ‘Sweet Deals’ campaign is a brand campaign designed to promote consumer awareness of its new Sweet Deals value menu,” said Jon Jackson, founder/CEO of Mobile Posse, McLean, VA. “Mobile advertising was added as a component of the traditional media mix, so the mobile ads complemented creative and messaging used across other media."
DQ’s primary demographic for the DQ Sweet Deals campaign is ages 18-54, which aligns with Mobile Posse users.
“This was a nationwide campaign requiring national reach,” Mr. Jackson said.
DQ offers 'Sweet Deals' via mobile
International Dairy Queen, or IDQ, headquartered in Minneapolis, MN, develops licenses and services a system of more than 5,600 Dairy Queen stores in the United States, Canada and other countries, offering dairy desserts, hamburgers, hot dogs and beverages.
IDQ is part of Berkshire Hathaway Inc., a company run by CEO Warren Buffett.
Dairy Queen’s campaign drove awareness of its Sweet Deals value menu among value-conscious consumers.
Dairy Queen’s results for the Sweet Deals mobile advertisement—22 percent CTR—demonstrate the ability of mobile advertising to effectively engage U.S. consumers.
By Dan Butcher | April 28, 2009
A recent Dairy Queen mobile ad campaign saw a click-through-rate of more than 22 percent, proving once again the effectiveness of the mobile channel to engage consumers.
Mobile Posse Inc., a provider of idle-screen content and advertising for mobile, is helping Dairy Queen to reach consumers on-the-go through their mobile phones. Starting in March, Dairy Queen and digital agency space150 piloted Mobile Posse’s idle-screen advertising platform to promote its new Sweet Deals value menu.
“Dairy Queen’s ‘Sweet Deals’ campaign is a brand campaign designed to promote consumer awareness of its new Sweet Deals value menu,” said Jon Jackson, founder/CEO of Mobile Posse, McLean, VA. “Mobile advertising was added as a component of the traditional media mix, so the mobile ads complemented creative and messaging used across other media."
DQ’s primary demographic for the DQ Sweet Deals campaign is ages 18-54, which aligns with Mobile Posse users.
“This was a nationwide campaign requiring national reach,” Mr. Jackson said.
DQ offers 'Sweet Deals' via mobile
International Dairy Queen, or IDQ, headquartered in Minneapolis, MN, develops licenses and services a system of more than 5,600 Dairy Queen stores in the United States, Canada and other countries, offering dairy desserts, hamburgers, hot dogs and beverages.
IDQ is part of Berkshire Hathaway Inc., a company run by CEO Warren Buffett.
Dairy Queen’s campaign drove awareness of its Sweet Deals value menu among value-conscious consumers.
Dairy Queen’s results for the Sweet Deals mobile advertisement—22 percent CTR—demonstrate the ability of mobile advertising to effectively engage U.S. consumers.
Monday, April 27, 2009
Mobile not one channel, but eight
Highlights selected from MobileMarketer.com
Original Article By Mickey Alam Khan | April 23, 2009
SAN FRANCISCO – The final ad:tech San Francisco MobileMix session yielded these tidbits:
Michael Becker, executive vice president of business development at iLoop, made an interesting point that illustrates mobile’s strengths as well as complexity.
“Mobile’s not one channel – it’s eight,” he said.
Indeed, it is, if marketers count Web, text, voice, games, video, shopping, search and camera as the channels available on smartphones.
Part of the answer is to understand the adoption curve with mobile.
“The industry’s going up and up in the last six months,” Mr. Becker said.
****
All told, more than 100 brands have advertised with Yahoo Mobile with campaigns that belie the notion that mobile lacks the sophistication of the wired Web.
Other panelists also mentioned mobile ads and sites from mainstream brands that are increasingly sophisticated in delivery and objective: work for Fox, “The Fast and Furious” movie with a banner linking to landing page and the mobile site and marketing for the Obama presidential campaign.
Another point that the panelists raised is mobile’s role in giving legs to other channels such as radio, television, print, outdoor, retail and interactive.
“The mobile focus is becoming an enabling utility,” iLoop’s Mr. Becker said.
Mr. Becker cited shared mail giant Money Mailer’s new emphasis of placing keyword calls to action and short codes on inserts it runs for clients nationwide. That is what he calls mobile-enhancing.
****
The Apple iPhone is a key reason for optimism, he said. Not only did it create the knowledge to make creative applications – to the point of almost 27,000 live in the iTunes App Store – but it also taught people to be more creative and engaged on the mobile phone.
Those two reasons are positives for mobile advertising and content.
While the panel focused on swathes of the mobile marketing landscape, SMS, mobile Web and mobile banner ads seemed to dominate the discussion.
Original Article By Mickey Alam Khan | April 23, 2009
SAN FRANCISCO – The final ad:tech San Francisco MobileMix session yielded these tidbits:
Michael Becker, executive vice president of business development at iLoop, made an interesting point that illustrates mobile’s strengths as well as complexity.
“Mobile’s not one channel – it’s eight,” he said.
Indeed, it is, if marketers count Web, text, voice, games, video, shopping, search and camera as the channels available on smartphones.
Part of the answer is to understand the adoption curve with mobile.
“The industry’s going up and up in the last six months,” Mr. Becker said.
****
All told, more than 100 brands have advertised with Yahoo Mobile with campaigns that belie the notion that mobile lacks the sophistication of the wired Web.
Other panelists also mentioned mobile ads and sites from mainstream brands that are increasingly sophisticated in delivery and objective: work for Fox, “The Fast and Furious” movie with a banner linking to landing page and the mobile site and marketing for the Obama presidential campaign.
Another point that the panelists raised is mobile’s role in giving legs to other channels such as radio, television, print, outdoor, retail and interactive.
“The mobile focus is becoming an enabling utility,” iLoop’s Mr. Becker said.
Mr. Becker cited shared mail giant Money Mailer’s new emphasis of placing keyword calls to action and short codes on inserts it runs for clients nationwide. That is what he calls mobile-enhancing.
****
The Apple iPhone is a key reason for optimism, he said. Not only did it create the knowledge to make creative applications – to the point of almost 27,000 live in the iTunes App Store – but it also taught people to be more creative and engaged on the mobile phone.
Those two reasons are positives for mobile advertising and content.
While the panel focused on swathes of the mobile marketing landscape, SMS, mobile Web and mobile banner ads seemed to dominate the discussion.
Wednesday, April 22, 2009
Kenny Chesney Unveils Big Mobile Plans
Posted: 27 Apr 2009 09:08 AM PDT
Adapted from Mobile Marketing Watch
Kenny Chesney, the biggest country music ticket seller of last year, has big plans for this year's tour. Mr. Chesney has chosen Mozes to power his 2009 Corona Extra Sun City Carnival Tour.
On tour, Chesney fans are able to text in for their chance to win seat upgrades and Sand Bar Passes at the show and join Kenny Chesneys mobile fan club in order to receive exclusive updates and content from the country music star.
Presumably, among the most fun aspects of the deal is that fans are also able to take pictures of the show via their mobile phone and send them to a page on Kenny Chesney's website for all to view.
Kenny Chesney and his management represent some of [the] most innovative mobile trailblazers. He understands how his fans want to be communicated to and sends them alerts and offers, making his fan club one of the most loyal and active in existence.
Chesney's aggressive push into mobile marketing reflects his growing success. He was, after all, the only artist to play to over a million fans last year (in any music genre). On tour, Chesney fans will be encouraged to text in to enter contests at the show and join his mobile fan club. Once part of his mobile mob, they will be among the first-to-know of album release dates, pre-sale ticket offers, schedule changes, downloadable content and more.
Adapted from Mobile Marketing Watch
Kenny Chesney, the biggest country music ticket seller of last year, has big plans for this year's tour. Mr. Chesney has chosen Mozes to power his 2009 Corona Extra Sun City Carnival Tour.
On tour, Chesney fans are able to text in for their chance to win seat upgrades and Sand Bar Passes at the show and join Kenny Chesneys mobile fan club in order to receive exclusive updates and content from the country music star.
Presumably, among the most fun aspects of the deal is that fans are also able to take pictures of the show via their mobile phone and send them to a page on Kenny Chesney's website for all to view.
Kenny Chesney and his management represent some of [the] most innovative mobile trailblazers. He understands how his fans want to be communicated to and sends them alerts and offers, making his fan club one of the most loyal and active in existence.
Chesney's aggressive push into mobile marketing reflects his growing success. He was, after all, the only artist to play to over a million fans last year (in any music genre). On tour, Chesney fans will be encouraged to text in to enter contests at the show and join his mobile fan club. Once part of his mobile mob, they will be among the first-to-know of album release dates, pre-sale ticket offers, schedule changes, downloadable content and more.
Smartphones driving mobile shopping
Original article posted on MobileMarketer.com
By Giselle Tsirulnik | April 24, 2009
Mobile technology has finally reached an inflection point where the mobile Internet could be another viable consumer resource for online shopping and purchasing, according to PriceGrabber.com.
According to PriceGrabber.com’s Mobile Shopping Behavior Survey, 58 percent of U.S. online consumers already own a Web-enabled mobile phone. Furthermore, of those consumers that own a Web-enabled mobile phone, one in 10 has bought products or services with their device.
“The mobile phone is yet another lucrative business to consumer channel linking on-the-go consumers and online retailers,” said Sara Rodriguez, market research analyst at PriceGrabber.com
“Using a mobile phone to compare prices while browsing in a store could be the next big trend,” she said. “Fifty-six percent of Apple iPhone owners and 28 percent of smartphone owners are already comparing prices online with their mobile phones.”
An additional 27 percent of iPhone owners and 35 percent of smartphone owners anticipate that they will be comparing prices within two years, according to the study.
In the past year, advancements in network technology and improved platforms have
contributed to the widespread consumer adoption of feature-rich Web-enabled mobile
phones that provide a more appealing mobile Internet user experience.
Nearly two-thirds of U.S. online consumers own a mobile phone capable of connecting with the Internet.
As Web-enabled phone adoption continues to grow, with improvements in smartphone hardware and advances in mobile network service, more and more online consumers will interact with and buy from the Web via their device.
“Smartphone purchases amongst online consumers have risen dramatically since 2006,” Ms. Rodriguez said. “The iPhone jump-started mainstream smartphone adoption.”
By Giselle Tsirulnik | April 24, 2009
Mobile technology has finally reached an inflection point where the mobile Internet could be another viable consumer resource for online shopping and purchasing, according to PriceGrabber.com.
According to PriceGrabber.com’s Mobile Shopping Behavior Survey, 58 percent of U.S. online consumers already own a Web-enabled mobile phone. Furthermore, of those consumers that own a Web-enabled mobile phone, one in 10 has bought products or services with their device.
“The mobile phone is yet another lucrative business to consumer channel linking on-the-go consumers and online retailers,” said Sara Rodriguez, market research analyst at PriceGrabber.com
“Using a mobile phone to compare prices while browsing in a store could be the next big trend,” she said. “Fifty-six percent of Apple iPhone owners and 28 percent of smartphone owners are already comparing prices online with their mobile phones.”
An additional 27 percent of iPhone owners and 35 percent of smartphone owners anticipate that they will be comparing prices within two years, according to the study.
In the past year, advancements in network technology and improved platforms have
contributed to the widespread consumer adoption of feature-rich Web-enabled mobile
phones that provide a more appealing mobile Internet user experience.
Nearly two-thirds of U.S. online consumers own a mobile phone capable of connecting with the Internet.
As Web-enabled phone adoption continues to grow, with improvements in smartphone hardware and advances in mobile network service, more and more online consumers will interact with and buy from the Web via their device.
“Smartphone purchases amongst online consumers have risen dramatically since 2006,” Ms. Rodriguez said. “The iPhone jump-started mainstream smartphone adoption.”
Sunday, April 19, 2009
Wall Street Journal Launches Free iPhone App
NOTE: The growing legion of iPhones and Smartphones is creating a bigger audience for publishers interested in creating their own Mobile AdPix portal! Click icon on right for more info...or go to http://adking.com
********
Edited version from source: Mobile Marketing Watch
Posted: 17 Apr 2009 | more info at wsj.com
The Wall Street Journal is producing music to the average investor's ears today with their announced free application for the iPhone.
Ironically, in world that now sees established newspapers going under at an alarming rate as a result of dwindling subscriber fees, the Wall Street Journal is giving their mobile content at no charge even though the Journal's online content comes at a fairly hefty price of $103 per year ( its $140 for the print edition).
What will this likely mean?
Probably scaled back articles that will almost force your subscription dollars eventually to be able to finish reading the article you started. (But thats just a long term guess). For now, the app has a good vibe.
********
Edited version from source: Mobile Marketing Watch
Posted: 17 Apr 2009 | more info at wsj.com
The Wall Street Journal is producing music to the average investor's ears today with their announced free application for the iPhone.
Ironically, in world that now sees established newspapers going under at an alarming rate as a result of dwindling subscriber fees, the Wall Street Journal is giving their mobile content at no charge even though the Journal's online content comes at a fairly hefty price of $103 per year ( its $140 for the print edition).
What will this likely mean?
Probably scaled back articles that will almost force your subscription dollars eventually to be able to finish reading the article you started. (But thats just a long term guess). For now, the app has a good vibe.
Wednesday, April 15, 2009
Senate introduces legislation to block unsolicited SMS
EDITOR'S NOTE: All Brandel Texting products abide by strict double optin standards and are 100% permission-based.
Complete Article Available on MobileMarketer.com
By Dan Butcher | First Posted April 8, 2009
After two U.S. Senators introduced a bill to crack down on unsolicited text messages, one has to wonder, what effects could that have on the mobile marketing ecosystem as a whole?
The m-SPAM Act of 2009, if passed, would focus more government attention on SMS and MMS and make modifications to existing laws in order to ramp up efforts to restrain mobile spam. But would such legislation punish the majority of mobile advertisers who play by the rules along with the bad actors?
“On the surface, this legislation would have little impact on legitimate mobile marketing and mobile advertising programs,” said Patricia Clark, vice president of sales for 4Info, New York. “Unfortunately, spammers that are already ignoring carrier requirements and the MMA Code of Conduct are not likely to be swayed to change their ways because of this bill.
While the large majority of marketers abide by opt-in and double-opt-in standards, there are fringe players trying to cut corners. As unfortunate as it is, one bad apple can ruin the bunch. However, it is a lot less common than many people seem to believe.
“Fortunately, unsolicited text messages are still pretty rare in the U.S.,” Ms. Clark said. “Regardless, nobody wants to receive spam, whether in their email or on their phone.
“However, people do like to receive free mobile content and understand that advertising support makes that possible, so are willing to accept advertising alongside content they value,” she said. Also, make it easy for consumers to opt out.
That equation shouldn’t be too difficult to abide by, and self-regulation makes government intervention unnecessary.
The bottom line is that marketers must educate themselves about existing standards. That way, the industry will not attract unwanted attention.
“The mobile industry is already taking proactive actions through industry groups such as the Mobile Marketing Association to protect consumers from mobile spam,” Ms. Clark said.
“We must hold ourselves and our industry colleagues to the highest standards in running mobile advertising and marketing programs, so that we’re always adding value to the consumer and protecting both the industry and the consumer,” she said.
Complete Article Available on MobileMarketer.com
By Dan Butcher | First Posted April 8, 2009
After two U.S. Senators introduced a bill to crack down on unsolicited text messages, one has to wonder, what effects could that have on the mobile marketing ecosystem as a whole?
The m-SPAM Act of 2009, if passed, would focus more government attention on SMS and MMS and make modifications to existing laws in order to ramp up efforts to restrain mobile spam. But would such legislation punish the majority of mobile advertisers who play by the rules along with the bad actors?
“On the surface, this legislation would have little impact on legitimate mobile marketing and mobile advertising programs,” said Patricia Clark, vice president of sales for 4Info, New York. “Unfortunately, spammers that are already ignoring carrier requirements and the MMA Code of Conduct are not likely to be swayed to change their ways because of this bill.
While the large majority of marketers abide by opt-in and double-opt-in standards, there are fringe players trying to cut corners. As unfortunate as it is, one bad apple can ruin the bunch. However, it is a lot less common than many people seem to believe.
“Fortunately, unsolicited text messages are still pretty rare in the U.S.,” Ms. Clark said. “Regardless, nobody wants to receive spam, whether in their email or on their phone.
“However, people do like to receive free mobile content and understand that advertising support makes that possible, so are willing to accept advertising alongside content they value,” she said. Also, make it easy for consumers to opt out.
That equation shouldn’t be too difficult to abide by, and self-regulation makes government intervention unnecessary.
The bottom line is that marketers must educate themselves about existing standards. That way, the industry will not attract unwanted attention.
“The mobile industry is already taking proactive actions through industry groups such as the Mobile Marketing Association to protect consumers from mobile spam,” Ms. Clark said.
“We must hold ourselves and our industry colleagues to the highest standards in running mobile advertising and marketing programs, so that we’re always adding value to the consumer and protecting both the industry and the consumer,” she said.
Ad-supported mobile content outpacing subscriptions: Myxer
Complete Article Published on MobileMarketer.com
By Dan Butcher | April 15, 2009
Myxer claims that tough economic times are driving more and more consumers to free, ad-supported mobile content, as opposed to subscription-based models.
Myxer has surpassed 20 million users, 55 million downloads per month and 350 million mobile downloads in total since its launch, making it the largest mobile content community on the Internet. Myxer's 20 million users, made up primarily of teenagers and college-aged individuals, are now actively downloading more than 21 items per second.
“From just starting out only a few years ago, our recent milestones show there is tremendous interest in advertising-supported mobile content, as surpassing 20 million users for any business is frankly quite the achievement,” said Steve Spiro, vice president of marketing for Myxer, Deerfield Beach, FL. “The 55 million downloads in the month continues to highlight the internal data we have seen.
“There is just phenomenal elasticity of demand when an item is free,” he said. “We’ve had content providers experiment with selling an item and offering it at no charge, and there has been 30-to-100 times the number of downloads when it is free, which is great for bands or brands interested in reach.
“Our size is attracting large brand advertisers who want to benefit from our huge audience, and our ability to hyper-target and the ability to deliver a full-experience from the Web to mobile."
More consumer brands are going to be offering “brandtones” as embedded mobile content in the actual ringtone, according to Myxer.
There are currently more than 1.7 million products available on the ad-supported Myxer Web site, including ringtones, wallpapers, videos and games, from 100,000-plus partners and content providers.
“In comparison to our competition, we have been, and continue to be, the largest destination for mobile content,” Mr. Spiro said. “And in the foreseeable future with the difficult economy, we believe ad-supported sites like ours will continue to gain ground on the subscription services.
By Dan Butcher | April 15, 2009
Myxer claims that tough economic times are driving more and more consumers to free, ad-supported mobile content, as opposed to subscription-based models.
Myxer has surpassed 20 million users, 55 million downloads per month and 350 million mobile downloads in total since its launch, making it the largest mobile content community on the Internet. Myxer's 20 million users, made up primarily of teenagers and college-aged individuals, are now actively downloading more than 21 items per second.
“From just starting out only a few years ago, our recent milestones show there is tremendous interest in advertising-supported mobile content, as surpassing 20 million users for any business is frankly quite the achievement,” said Steve Spiro, vice president of marketing for Myxer, Deerfield Beach, FL. “The 55 million downloads in the month continues to highlight the internal data we have seen.
“There is just phenomenal elasticity of demand when an item is free,” he said. “We’ve had content providers experiment with selling an item and offering it at no charge, and there has been 30-to-100 times the number of downloads when it is free, which is great for bands or brands interested in reach.
“Our size is attracting large brand advertisers who want to benefit from our huge audience, and our ability to hyper-target and the ability to deliver a full-experience from the Web to mobile."
More consumer brands are going to be offering “brandtones” as embedded mobile content in the actual ringtone, according to Myxer.
There are currently more than 1.7 million products available on the ad-supported Myxer Web site, including ringtones, wallpapers, videos and games, from 100,000-plus partners and content providers.
“In comparison to our competition, we have been, and continue to be, the largest destination for mobile content,” Mr. Spiro said. “And in the foreseeable future with the difficult economy, we believe ad-supported sites like ours will continue to gain ground on the subscription services.
Tuesday, April 7, 2009
Mobile Web content grows sevenfold: dotMobi
EDITOR'S NOTE: Brandel is proud to introduce Mobile AdPix, now available on our website, utilizing the Mobile Web, a product that displays Picture & Text Advertising and can be viewed anywhere in the world!
Complete Article appears on MobileMarketer.com
By Giselle Abramovich | April 7, 2009
A new study from dotMobi shows that mobile Web content creation continues to explode.
DotMobi has seen a sevenfold growth in the number of mobile Web sites in the past year, proving that a revolution in mobile content availability is at hand. When dotMobi first performed this study a year ago, 150,000 mobile Web sites were available.
The company now counts about 1.1 million mobile site addresses in the world. This means that approximately 0.8 percent of domains have mobile-friendly content.
Given the strong growth of the mobile Web in the past year and the rapidly evolving sophistication of mobile technologies, a similar – or even faster – long-term deployment of mobile content is likely compared to that of the wired Web a decade ago.
Of the 1.1 million global entry points used by content creators, the .mobi domain is the preferred entry point for sites that use a single naming convention, according to the study.
The ".mobi" domain is used on 23 percent of addresses.
Site owners and consumers need a single naming convention to resolve the market confusion in finding mobile content that works on all phones, not just high-end smartphones or iPhones, the study implies.
DotMobi was not surprised in terms of the growth of mobile Web content on a global basis.
The growing use of the only ICANN-approved convention to identify that content – the .mobi domain – proves that content owners are anxious to make sure their customers know that their mobile sites will work on any phone anywhere in the world.
Complete Article appears on MobileMarketer.com
By Giselle Abramovich | April 7, 2009
A new study from dotMobi shows that mobile Web content creation continues to explode.
DotMobi has seen a sevenfold growth in the number of mobile Web sites in the past year, proving that a revolution in mobile content availability is at hand. When dotMobi first performed this study a year ago, 150,000 mobile Web sites were available.
The company now counts about 1.1 million mobile site addresses in the world. This means that approximately 0.8 percent of domains have mobile-friendly content.
Given the strong growth of the mobile Web in the past year and the rapidly evolving sophistication of mobile technologies, a similar – or even faster – long-term deployment of mobile content is likely compared to that of the wired Web a decade ago.
Of the 1.1 million global entry points used by content creators, the .mobi domain is the preferred entry point for sites that use a single naming convention, according to the study.
The ".mobi" domain is used on 23 percent of addresses.
Site owners and consumers need a single naming convention to resolve the market confusion in finding mobile content that works on all phones, not just high-end smartphones or iPhones, the study implies.
DotMobi was not surprised in terms of the growth of mobile Web content on a global basis.
The growing use of the only ICANN-approved convention to identify that content – the .mobi domain – proves that content owners are anxious to make sure their customers know that their mobile sites will work on any phone anywhere in the world.
Monday, April 6, 2009
Wireless industry will help reverse recession
Complete Article Originally Posted April 2, 2009
Appears on MobileMarketer.com | By Dan Butcher
LAS VEGAS - T-Mobile and Verizon believe that the wireless industry will continue to grow indefinitely and will even contribute to turning around the economy as a whole.
The two carrier keynote speakers at the CTIA Wireless 2009: Mobile Life conference were introduced by Steve Largent, president/CEO of CTIA-The Wireless Association, who was also bullish on the state of the industry. He also announced the launch of Mywireless.org, a national grassroots organization that educates consumers and lobbies to fight wireless taxes and fees.
“The wireless industry is vibrant and we’re seeing continued growth,” Mr. Largent said. “It is a shining light in unfortunately troubled times, and we are playing a role in our nation’s economic recovery.”
There were more than 270 million total wireless subscribers in the U.S. at end of 2008, which represented an increase of 15 million.
U.S. consumers logged 2.2 trillion minutes of mobile-phone usage in 2008.
U.S. carriers saw an incredible spike in SMS traffic, with 1 trillion text messages sent last year, almost triple the 2007 figure. 620 billion of those were sent in the second half of the year.
Wireless revenue totaled $148 billion.
“Today we as an industry are at a crossroads, with the rapid emergence of wireless data and every element of life looking to mobilize, from banking and shopping to gaming and entertainment,” said Robert Dotson, current chairman of CTIA and president/CEO of T-Mobile USA. “I feel fortunate to work in truly vibrant industry with so much promise before us.
“While the global macro-economy is facing serious challenges that the wireless industry has not dealt with before, and suffice to say that these are tough times, the good news that the industry’s continued growth suggests a brighter, more prosperous tomorrow, and we know it’s coming sooner rather than later,” he said.
“I am incredibly optimistic about the future of our industry, regardless of good or bad headlines, because ours is an industry that shapes tomorrow, and wireless embodies America’s can-do spirit, which will move our nation forward.”
Mr. Dotson quoted a speech by President Obama calling on all Americans to meet our challenges head on, and he suggested that there is no one better to answer that call than the wireless industry.
“We can play a key role in helping our country and our world emerge from the current economic circumstances, using the entrepreneurial spirit of the wireless industry to innovate,” Mr. Dotson said. “We have to demonstrate how much we truly care for individual customers and show the benefits of a ‘mobile life,’ which is the theme of CTIA 2009.”
By year’s end, wireless data will be a $40 billion market, according to a study cited by T-Mobile
The U.S. ranks as the largest wireless data market in the world, largely due to the prevalence of text messaging and the growing popularity of smartphones.
Mr. Dotson said “We are one of the few good news stories when we keep hearing about all of these industries in turmoil."
“People are cutting back in so many areas, but one area they’re not cutting back is staying connected via their mobile phone,” he said. “The future is bright, and the opportunity is before us to hold fast to the courage of our convictions and take a step forward together as an industry of innovators.”
Appears on MobileMarketer.com | By Dan Butcher
LAS VEGAS - T-Mobile and Verizon believe that the wireless industry will continue to grow indefinitely and will even contribute to turning around the economy as a whole.
The two carrier keynote speakers at the CTIA Wireless 2009: Mobile Life conference were introduced by Steve Largent, president/CEO of CTIA-The Wireless Association, who was also bullish on the state of the industry. He also announced the launch of Mywireless.org, a national grassroots organization that educates consumers and lobbies to fight wireless taxes and fees.
“The wireless industry is vibrant and we’re seeing continued growth,” Mr. Largent said. “It is a shining light in unfortunately troubled times, and we are playing a role in our nation’s economic recovery.”
There were more than 270 million total wireless subscribers in the U.S. at end of 2008, which represented an increase of 15 million.
U.S. consumers logged 2.2 trillion minutes of mobile-phone usage in 2008.
U.S. carriers saw an incredible spike in SMS traffic, with 1 trillion text messages sent last year, almost triple the 2007 figure. 620 billion of those were sent in the second half of the year.
Wireless revenue totaled $148 billion.
“Today we as an industry are at a crossroads, with the rapid emergence of wireless data and every element of life looking to mobilize, from banking and shopping to gaming and entertainment,” said Robert Dotson, current chairman of CTIA and president/CEO of T-Mobile USA. “I feel fortunate to work in truly vibrant industry with so much promise before us.
“While the global macro-economy is facing serious challenges that the wireless industry has not dealt with before, and suffice to say that these are tough times, the good news that the industry’s continued growth suggests a brighter, more prosperous tomorrow, and we know it’s coming sooner rather than later,” he said.
“I am incredibly optimistic about the future of our industry, regardless of good or bad headlines, because ours is an industry that shapes tomorrow, and wireless embodies America’s can-do spirit, which will move our nation forward.”
Mr. Dotson quoted a speech by President Obama calling on all Americans to meet our challenges head on, and he suggested that there is no one better to answer that call than the wireless industry.
“We can play a key role in helping our country and our world emerge from the current economic circumstances, using the entrepreneurial spirit of the wireless industry to innovate,” Mr. Dotson said. “We have to demonstrate how much we truly care for individual customers and show the benefits of a ‘mobile life,’ which is the theme of CTIA 2009.”
By year’s end, wireless data will be a $40 billion market, according to a study cited by T-Mobile
The U.S. ranks as the largest wireless data market in the world, largely due to the prevalence of text messaging and the growing popularity of smartphones.
Mr. Dotson said “We are one of the few good news stories when we keep hearing about all of these industries in turmoil."
“People are cutting back in so many areas, but one area they’re not cutting back is staying connected via their mobile phone,” he said. “The future is bright, and the opportunity is before us to hold fast to the courage of our convictions and take a step forward together as an industry of innovators.”
Mobile voting could become reality by 2012: VeriSign
Complete Article Posted on MobileMarketer.com
By Mickey Alam Khan
LAS VEGAS – Voting by mobile devices could become a reality nationwide by 2012, according to one of the leading mobile messaging companies.
Mobile voting was No. 1 in a list of five mobile messaging predictions newly released by VeriSign Inc.’s messaging and mobile media division. The success of the Obama presidential campaign last year using a combination of television, grassroots and the Internet with last-mile support from mobile is proof of the channel’s potential.
“There has been a new movement toward the acceptability of mobile,” said Michael Campbell, senior vice president of sales and marketing for VeriSign Messaging and Mobile Media.
The company sees trials of mobile voting gaining ground on the local level. By 2012, the end of President Obama’s current term, VeriSign expects the mainstream use of SMS to exchange information and opinions, promote accountability and transparency.
At least 10 percent of the U.S. population will use mobile to interact with government by 2012, according to VeriSign.
Mobile usage will include applications to include status information pushed by government or pulled by end-users for activities such as tax filings and refunds, library books, driver’s license, passports and driving tickets.
The article goes on to state that...
Brands offer biggest opportunity
That said, and while not one of its five listed predictions, VeriSign still believes that brands will account for mobile’s optimal use.
“I definitely believe that the biggest opportunity lies with the brands,” Mr. Campbell said.
“The brands are now feeling that if they don’t do something [about mobile], they’re behind the times,” he said. “That’s where it’s actually moved. That’s where the companies are moving – they don’t want to just show that they’re technically savvy, but they’re customer-friendly.
“The interesting thing about this is that mobile has become for a brand not just about how to reach their customers, but how to reach the right customers at the right time in the right place.”
By Mickey Alam Khan
LAS VEGAS – Voting by mobile devices could become a reality nationwide by 2012, according to one of the leading mobile messaging companies.
Mobile voting was No. 1 in a list of five mobile messaging predictions newly released by VeriSign Inc.’s messaging and mobile media division. The success of the Obama presidential campaign last year using a combination of television, grassroots and the Internet with last-mile support from mobile is proof of the channel’s potential.
“There has been a new movement toward the acceptability of mobile,” said Michael Campbell, senior vice president of sales and marketing for VeriSign Messaging and Mobile Media.
The company sees trials of mobile voting gaining ground on the local level. By 2012, the end of President Obama’s current term, VeriSign expects the mainstream use of SMS to exchange information and opinions, promote accountability and transparency.
At least 10 percent of the U.S. population will use mobile to interact with government by 2012, according to VeriSign.
Mobile usage will include applications to include status information pushed by government or pulled by end-users for activities such as tax filings and refunds, library books, driver’s license, passports and driving tickets.
The article goes on to state that...
Brands offer biggest opportunity
That said, and while not one of its five listed predictions, VeriSign still believes that brands will account for mobile’s optimal use.
“I definitely believe that the biggest opportunity lies with the brands,” Mr. Campbell said.
“The brands are now feeling that if they don’t do something [about mobile], they’re behind the times,” he said. “That’s where it’s actually moved. That’s where the companies are moving – they don’t want to just show that they’re technically savvy, but they’re customer-friendly.
“The interesting thing about this is that mobile has become for a brand not just about how to reach their customers, but how to reach the right customers at the right time in the right place.”
Thursday, April 2, 2009
70% Response Rate For Mobile Marketing!
Excerpt from a Mobile Marketing Watch newsletter...
"...text messages are more effective than other kinds of direct marketing: 70% of consumers that responded to a mobile marketing offer responded to a text message, compared with 41% who responded to a survey and 30% to email offers, the survey found."
"...text messages are more effective than other kinds of direct marketing: 70% of consumers that responded to a mobile marketing offer responded to a text message, compared with 41% who responded to a survey and 30% to email offers, the survey found."
Wednesday, April 1, 2009
Text Messaging Drives Customer Loyalty 4 Small Businesses
Portion of a Press Release from Aliso Viejo, CA (PRWEB) March 30, 2009
Small businesses are finding that the cell phone is a valuable and cost effective way to communicate with their customers. From mobile search ads to mobile web sites, there are countless ways to get messages out. One of the most popular methods today is text messaging.
Text messaging, commonly called texting or SMS (short message service), is a term for the sending or receiving of up to 160 characters of text on a mobile phone. Unlike e-mail messages, SMS messages are likely to be read and acted upon receipt. There are more mobile phone users in the U.S. than Internet users, and 75% of those who use text messaging are over the age of 25. Text messaging is personal and if used wisely, can translate into customer loyalty for small businesses.
Businesses can use SMS technology as a low cost solution to reach customers easily. Companies can build mobile subscriber lists to send time-sensitive offers, announcements, or other personalized customer communications via text messaging.
This unobtrusive and very personal form of communications makes SMS a dynamic and highly responsive marketing channel that small businesses must use with care. Text messaging can result in customer loyalty and increased sales by sending messages with relevant information and value to customers.
Small businesses are finding that the cell phone is a valuable and cost effective way to communicate with their customers. From mobile search ads to mobile web sites, there are countless ways to get messages out. One of the most popular methods today is text messaging.
Text messaging, commonly called texting or SMS (short message service), is a term for the sending or receiving of up to 160 characters of text on a mobile phone. Unlike e-mail messages, SMS messages are likely to be read and acted upon receipt. There are more mobile phone users in the U.S. than Internet users, and 75% of those who use text messaging are over the age of 25. Text messaging is personal and if used wisely, can translate into customer loyalty for small businesses.
Businesses can use SMS technology as a low cost solution to reach customers easily. Companies can build mobile subscriber lists to send time-sensitive offers, announcements, or other personalized customer communications via text messaging.
This unobtrusive and very personal form of communications makes SMS a dynamic and highly responsive marketing channel that small businesses must use with care. Text messaging can result in customer loyalty and increased sales by sending messages with relevant information and value to customers.
Text Short Code to PROFIT
By Andrew Berg
The full article appears on WirelessWeek - April 01, 2009
People are increasingly staying in touch via text messages,
and advertisers can’t wait to be a part of the conversation.
On Aug. 23, 2008, shortly after 3 a.m. Eastern time, the Obama campaign sent out 2.9 million text messages to announce Joe Biden as Obama’s running mate. Although the story had been scooped by the networks before the text message was actually sent out, the feat still represented a kind of coming-of-age for mobile marketing.
The Biden announcement represents an impressive milepost for SMS. Consider that it was only seven years ago that text messaging across networks was introduced in the United States. The Common Short Code Administration (CSCA) Web site states that rollout in the United States was slowed by the unique challenges inherent in many different networks running on varying technologies (i.e. CDMA, TDMA,GSM).
Those hurdles were surmounted, and mobile marketing is poised to be one of the more effective advertising tools in recent history. A wave of cheap unlimited texting plans combined with an unsavory global economy that has advertisers looking for cost-effective tools have come together to produce the perfect storm for SMS and short code marketing.
EVERYBODY’S DOING IT
If you’re going to create a market for short codes, the first thing you need to have is adoption of SMS. A December 2008 report from Nielsen revealed that the average number of text messages sent among wireless customers in the United States rose from just 65 in first quarter 2006 to 357 in the second quarter of 2008. Adoption demographics are widening as well. The same Nielsen study found that as of second quarter 2008, American adults aged 35-44 were sending an average of 236 text messages per month.
Numbers like those are music to Diane Strahan, vice president of mobile marketing for NeuStar, the company behind the Common Short Code Administration (CSCA). She’s optimistic that short codes and SMS advertising will finally have their day. “Personally, I think 2009 and 2010 are poised to be the year of SMS marketing,” she says. “There are currently 75 billion text messages sent per month just in the United States. That’s more texts than phone calls.” Strahan notes adoption rates across demographics in the 70-80 percent range.
SHORT CODES CREATE NEW CUSTOMERS
Short codes are a unique way of soliciting either one-time or enduring consent from a potential customer. For instance, an advertisement in a magazine offers a coupon for a free slice of pizza by texting “eat” to the common short code PIZZA.
Some might ask why the advertiser didn’t just include the coupon in the magazine. The answer is quite simple. By prompting the potential customer to take action, the advertiser has formed an active, consensual relationship that produces a result and hopefully a new customer. Jeff Hasen, chief marketing officer at HipCricket, a mobile marketing agency, has seen the power of these relationships firsthand.
“We recently did a campaign for Jiffy Lube where contestants could text into a Clear Channel station for a chance to win a year’s worth of oil changes,” Hasen says. “Each customer who entered received a coupon. Fifty percent of those who actually redeemed the coupon were new customers. The most [Jiffy Lube] has seen with other mediums in the past was 20 percent.”
Both Strahan and Hasen highlight the fact that all mobile advertising should be done on an opt-in basis only. Given responses like what Jiffy Lube saw with its campaign, it appears that marketers recognize the need to adhere to the MMA’s Best Practices. “I absolutely think consumers get it and want to use it more and they will talk about it and it will become absolutely viral,” Strahan says.
The article continues with this quote from Mickey Alam Khan of Mobile Marketer: “Barack Obama, the president of the United States, was elected in no small part due to texting and mobile marketing,” he says. “These were the two tools he used to get the word out there.”
By consensus, the short code may never be a standalone medium. “Mobile is best used in conjunction with other channels and that applies to SMS. Short codes and keywords give legs to other channels such as TV, mail, inserts, radio, outdoor and the Internet,” Alam Khan says.
Still, short codes represent a new and powerful gateway to the consumer. By accessing the mobile channel, advertisers are able to penetrate an increasingly sacred space – the cell phone. As smartphone features become the norm and the media-rich mobile Web evolves, short codes will enable the consensual delivery of branded content to customers. That means an interaction with consumers that transcends the text message and enters into the realm of experience.
The full article appears on WirelessWeek - April 01, 2009
People are increasingly staying in touch via text messages,
and advertisers can’t wait to be a part of the conversation.
On Aug. 23, 2008, shortly after 3 a.m. Eastern time, the Obama campaign sent out 2.9 million text messages to announce Joe Biden as Obama’s running mate. Although the story had been scooped by the networks before the text message was actually sent out, the feat still represented a kind of coming-of-age for mobile marketing.
The Biden announcement represents an impressive milepost for SMS. Consider that it was only seven years ago that text messaging across networks was introduced in the United States. The Common Short Code Administration (CSCA) Web site states that rollout in the United States was slowed by the unique challenges inherent in many different networks running on varying technologies (i.e. CDMA, TDMA,GSM).
Those hurdles were surmounted, and mobile marketing is poised to be one of the more effective advertising tools in recent history. A wave of cheap unlimited texting plans combined with an unsavory global economy that has advertisers looking for cost-effective tools have come together to produce the perfect storm for SMS and short code marketing.
EVERYBODY’S DOING IT
If you’re going to create a market for short codes, the first thing you need to have is adoption of SMS. A December 2008 report from Nielsen revealed that the average number of text messages sent among wireless customers in the United States rose from just 65 in first quarter 2006 to 357 in the second quarter of 2008. Adoption demographics are widening as well. The same Nielsen study found that as of second quarter 2008, American adults aged 35-44 were sending an average of 236 text messages per month.
Numbers like those are music to Diane Strahan, vice president of mobile marketing for NeuStar, the company behind the Common Short Code Administration (CSCA). She’s optimistic that short codes and SMS advertising will finally have their day. “Personally, I think 2009 and 2010 are poised to be the year of SMS marketing,” she says. “There are currently 75 billion text messages sent per month just in the United States. That’s more texts than phone calls.” Strahan notes adoption rates across demographics in the 70-80 percent range.
SHORT CODES CREATE NEW CUSTOMERS
Short codes are a unique way of soliciting either one-time or enduring consent from a potential customer. For instance, an advertisement in a magazine offers a coupon for a free slice of pizza by texting “eat” to the common short code PIZZA.
Some might ask why the advertiser didn’t just include the coupon in the magazine. The answer is quite simple. By prompting the potential customer to take action, the advertiser has formed an active, consensual relationship that produces a result and hopefully a new customer. Jeff Hasen, chief marketing officer at HipCricket, a mobile marketing agency, has seen the power of these relationships firsthand.
“We recently did a campaign for Jiffy Lube where contestants could text into a Clear Channel station for a chance to win a year’s worth of oil changes,” Hasen says. “Each customer who entered received a coupon. Fifty percent of those who actually redeemed the coupon were new customers. The most [Jiffy Lube] has seen with other mediums in the past was 20 percent.”
Both Strahan and Hasen highlight the fact that all mobile advertising should be done on an opt-in basis only. Given responses like what Jiffy Lube saw with its campaign, it appears that marketers recognize the need to adhere to the MMA’s Best Practices. “I absolutely think consumers get it and want to use it more and they will talk about it and it will become absolutely viral,” Strahan says.
The article continues with this quote from Mickey Alam Khan of Mobile Marketer: “Barack Obama, the president of the United States, was elected in no small part due to texting and mobile marketing,” he says. “These were the two tools he used to get the word out there.”
By consensus, the short code may never be a standalone medium. “Mobile is best used in conjunction with other channels and that applies to SMS. Short codes and keywords give legs to other channels such as TV, mail, inserts, radio, outdoor and the Internet,” Alam Khan says.
Still, short codes represent a new and powerful gateway to the consumer. By accessing the mobile channel, advertisers are able to penetrate an increasingly sacred space – the cell phone. As smartphone features become the norm and the media-rich mobile Web evolves, short codes will enable the consensual delivery of branded content to customers. That means an interaction with consumers that transcends the text message and enters into the realm of experience.
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