Mobile Marketing Fantasy Vs. Reality

Those who doubt that mobile marketing has made no progress might want to go Ampère themselves.Among brands that ponied millions for a piece of the Super Bowl this year was PepsiCo drinks Amp energy. While its 15 second television spots did not venture far from proven fields Big Game locker-room humour? Excess weight featuring a truck driver starting at a standstill-a car with jumper cables connected to his nipples? A silencer, efforts was much further. To what extent? Well, for those who might not even have the game at all. As part of its NFL deal, Amp Energy sponsored Sprint exclusive Super Bowl mobile channel, which allowed him to run ads via cell phone. A picture of an amp can materialize on the screens of cell phones as well as music, swirling green flames and the slogan "Are you going to Amp." (Fortunately, none of these cell phone users chose to go with cables.) When a Super Bowl ad effort lies in the cellular field, is surely a sign that mobile marketing is here, n'est-ce pas? After all, even if the third place, the screen is a shy boil down to the header of your TV version, the very idea of adapting an advertisement for mobile distribution have seemed like a foreign concept just a few years ago.Today it is a reality, sort of. At that time, 12 months ago, experts were busy spying mobile marketing as the Next Big Thing. It was not. And not a whole lot is different. Mega brands such as Pepsi and Burger King are still toe immersion in the pool mobile, control various forms of advertising and promotions, even though most of their spending dollars go elsewhere.As mobile expert John Hadl said: " ; It is difficult to get a real read on the value of mobile telephony when you're only spending a 25000 $ 50000 $ à ce sujet. "But things are starting to change. Mobile marketing is "in the right direction," said John Vail, director of interactive marketing group at Pepsi-Cola North America, Purchase, NY "It is fair to take a lot more people thought." Mobile analysis companies such as the UK-based Bango are helping enterprises mobile measuring Web site traffic, which the beneficiaries of devices used and the countries where they are in. In February, 58 million subscribers Mobile said they had already been exposed to mobile advertising, a San Francisco-based Nielsen Mobile (a unit of Nielsen Co., which also owns Brandweek). If it is only 23% of the total mobile subscribers, that many marketers such as mobile experiences continue to grow. And Hadl, who serves as managing partner of Beverly Hills-based BrandInHand, supervisor of Procter & Gamble mobile efforts, added that a threshold approach: "Once the direct evidence of return on investment," he said "Spending will rise faster than the industry can manage. "This could happen as soon as two years from now. Forrester Research states that mobile marketing expenditure to the USA will be strong increase of $ 270 million, it is currently $ 405 million in 2009. Then everything goes exponentially, doubling every year until 2012, when the Cambridge, Mass.-based research firm provides mobile marketing will be worth $ 2.8 billion.Marketers sight mobile marketing explosion as "inevitable" said Bill Jones, president of Atlanta-based mobile Internet platform provider Air2Web, which has Starbucks and UPS as clients. Some are really trying to speed up "the chain because" well used is the most effective mechanism to interact with customers and prospects. "All this begs the question: How can marketing cost-effective use of mobile devices to deliver their brand messages now? What follows are some answers. Like many emerging ideas in technology, mobile marketing birth was followed by as much imagination that reality, and retailers are learning the painstaking (and sometimes a bit painful) differences between the two. For example, studies show repeatedly that many consumers do want to have ads on their phones. (A mere 10% of users of mobile data deem ads received via PDA to be acceptable, according to Nielsen Mobile.) At the same time, one third of respondents said they had happen to see ads, as long as the spots on their mobile bills? say, through free minutes. "That," said Nielsen Mobile marketing vp Paul Okimoto, "is where we begin to see an uptick." No doubt, we will begin to see much more of them. For now, here is the story about the mobile-marketing phenomenon today? Times fantasy and reality.REALITY customers dig mobile games. Video games were once synonymous with geekdom, but a look at who uses a Wii these days (including members of AARP and the physically disabled, at last check) shows how the stereotype. This love story has conducted mobile devices. In fact, some observers are now forecast that the worldwide income of mobile games will eventually exceed that of traditional handheld and console versions. According to UK-based consultancy Understanding & Solutions, mobile game is expected to reach $ 6 billion by 2011.Some brands are ready to embrace this passion by offering free downloadable games for mobile devices that maintain their image mark before and centre. The most recent is the city BK, debuting April 21, develop a game with three worlds (five in each game) from a castle to a BK driving. It will be available on all carriers, except for Verizon. POP ads online and mobile ads, of course, support this effort. BK City is the latest creation of Mobliss, Seattle, whose activities include before Nickelodeon Rugrats Food Fight Brady Bunch and Kung Fu. "A large part of mobile content lay the advertisers, it is cheese," said Tia Lang, director of interactive media and for Miami-based chain. But, "as players progress, our game becomes more difficult. It's fun, funny and relevant to our objective. "FANTASY People never use their phones to buy things. Think again. Remember when everyone was worried about using credit cards online? Even some tech-savvy buyers wrung their hands on cyberthieves steal their identity and draining their savings accounts. (Psst? It happens rarely.) Even as these same concerns were waved around mobile banking and the appointment of transactions, the truth is that a quarter of cellular mobile users with Internet access have d ' already trust their handheld devices to do their shopping, according to Harris Interactive, Rochester, NY Sixteen percent are already using mobile banking services and one in five respondents expect their mobile phone becomes a wallet.Smarter brands are starting to react . In January, Pizza Hut began allowing American consumers to order from one of its 6,200 stores using the Web or mobile text messaging. The chain said it expects half of its sales coming online or via mobile devices in the next five years. Papa John's began offering the opportunity to text commands last November. "If privacy and security issues can be caged, mobile banking and mobile services portfolio could launch the next step for mobile operators," predicted Joseph Porus, Harris Interactive vp of technology. Rajeev Raman, CEO of mywaves, a mobile video destination which counts among its customers MBW, ok. In the near future, he said, "the purchase of cinema tickets, fast-food and music via mobile phones will be considered as normal behaviour everyday." Reality Convenience. Skip cleverisms; brands that give consumers information that makes their life easier are the ones you advantage. "That is why we bought the phone in the first place," Hadl said.Starbucks, for example, it is easy to find the nearest latte with a mobile-based store locator. When is blue polo neck that you have ordered will show? UPS let you monitor the whereabouts of your package on your mobile device. "Too many people register mobile marketing as ringtones or wallpapers," said Air2Web Jones, whose company has created two applications. The brands that sponsor service users tell things like when the baby is closest transfer station or where is the store where I can buy what I need to flourish, "said Hadl of BrandinHand. "Shortly," he said, "mobile devices will not simply be a way to grow." FANTASY texting (SMS alias) is not effective. Like hell, it is not. Although many of them are seeking mobile video, mobile Web and other features, simple, text-only brand campaign is often what works best. Why? Because even the oldest, most primitive on cellular phones have the technology that allows people receive a text promo and respond to one. Moreover, the practice of text messaging has already been widely adopted.In December, 1-800-Free411 ads attached sent to users who have chosen to receive text horoscopes, diets and other information in a Limbo society. Although free information service usually receives about 40000 to 50000 new calls per day, that volume has risen to nearly 80000 a day after mobile ads ran. Overall, Limbo received a 7.1% response rate for text ads it ran for its customers in the fourth quarter. "The forgotten technology SMS will be a much more important factor in digital password that anyone is predicting," said Jonathan Linner, CEO of Limbo, Burlingame, California, which has amused that so many marketing are buzzing to a movie or a banner advertising on mobile phones. These people, he said, "Do not" be done. You have 10 times better performance SMS. "The iPhone REALITY everything has changed. One of the biggest hang-up (pun intentional), mobile marketing is the lack of "high" in technology. We are talking about antideluvian cell phone that everyone on board before last summer, when the Apple iPhone stores affected. In January, CEO Steve Jobs had promised the iPhone would "reinvent" telecommunications. Some disagreed. Some still do. But the mobile marketing defenders are generally not among them. The average user iPhone over 18 years is five times more likely to explore the mobile Web and 11 times more likely to use mobile video or television, by Nielsen Mobile. An iPhone-toting U.S. is also 70% more likely to use SMS. "Do not look further than the iPhone for evidence that improving the device and the user interface can dramatically increase the consumption of media," said John Najarian, please media and business development at Comcast Entertainment Group, which oversees E! "Mobile page.Better yet, the popularity of iPhone has a lower price imitators? Triggering a new generation of "smart phones" that experts like Chetan Sharma, co-author of the brand new book mobile advertising, opinion, constitute up to 20% of the domestic market in two years. (More powerful data pipelines as well as all-you-can-eat data plans help, too.) Thank you for the iPhone, Sharma said, the Americans finally think the cell phone "is more than just something to talk with you. "FANTASY It is easier to operate the mobile marketing programs. Dream. It still takes about two months to get a large carrier like AT & T or Verizon to approve a text program. And that, according to Gene Keenan, vp-mobile services to isobar, San Francisco, and vice-president of the Mobile Marketing Assn., Denver, is "ridiculous". "You can have a URL and a website in place in two hours", says Keenan. "It is still far too difficult for brands and agencies to be mobile." Worse: "Until it is easier for big brands to participate, you will not see any money." Keenan and experts like him have compared the carriers walled gardens: nice to be part, but good luck "They exert authoritarian control over their content-deck (which is owned stuff only available to subscribers) and move with Soviet-style slow bureaucracy in approving a marketing programs.For example, WAP sites and banners must be customized by phone and carrier. "It introduces a lot of complexity," said Sharma. "You can not press a button and launch a national program. You have to negotiate and secure the entire contents of your site approved. "But stay tuned; fantasy could turn to reality at this time next year. "You can get on the wall," said Hadl. "You will have hot and sweaty doing so, but you can get. AOL already proven that this [approach wall] is a model to fail. "Reality, the mobile ecosystem is changing rapidly. Quick that the pace of technology is, sometimes it seems never fast enough. But defenders mobile paralysed by tools that have not kept pace with placing on the market with their dreams May soon be a high-tech gauge. In November, Google announced Android, a new Linux-based operating system for mobile. Microsoft just inked an agreement with Nokia which you Silverlight bring its platform for mobile. And this quarter, Yahoo! will launch what he calls onePlace, a bookmark mobile tool that will allow better control of information. These developments come as a result of AOL'07 purchase of third screen media, a company that serves banners mobile Web sites. Nokia has purchased the mobile agency Enpocket last year, too.All it, "said Sharma, means that" there is cautious optimism "outside. "Optimism, because of the uniqueness and reach this mobile. Attention because of the enormous fragmentation of the industry. "FANTASY He is a killer. Like Gilda Radner and Dan Aykroyd debated whether new Shimmer is a floor wax or dessert to head (it is both!) On Saturday Night Live, each marketing seems to have its own miracle demand for mobile marketing. And so far, nobody is quite nailed it.Take GPS enabled initiatives, which some see as the potential Holy Grail of mobile marketing. CBS Mobile announced a test earlier in the year that you see which ads to customers based on where they are standing, and Burger King's Lang was lovingly feed the idea of "serving customers an ad at lunchtime, asking them if they are hungry. "The problem? "Such things are fantastic." Practically the only one. "My fantasy offers Pepsi Smash [musical] as video on demand optimised for the third screen for millions to view," said Vail. P & G, General Mills and others are currently being tested with Cellfire, a company whose technology allows customers to store coupons on their cell phones.There 'is the dream of direct-to - consumer mobile video, living in the spirit of BMW Mini as it launched a program with mywaves in January. Still others are excited about research on mobile, more than 46 million use their mobile phone to seek information during the third quarter of last year, Nielsen Mobile.Alex Muller will tell you that GPS-driven mobile marketing is not a fantasy for many more (again, it is CEO of GPShopper, which allows users of mobile customers to track the best deals on things they want to buy.) " there will be a point, "he said," where leaf through a circular paper won 't make sense. "Actually, it must be standards. Mobile Marketing is still a bit like the Wild West: a landscape of many actors of various known each competitor goods traffic and its promises. "We must develop standards to reduce the friction that exists," said Jordan Berman, executive director of the Media Innovation at AT & T Mobility, New York. "There should be more uniformity on how the programs get off the ground. I'm on the MMA Board of Directors and we all agree that this is a market confusion. "And then, many have said the same thing on the Web itself when it is new . The growing pains, Berman said, are natural: "Online is like a child; mobile marketing is still in the womb." Courtesy of the mark by week: Kenneth Hein
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