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Mobile Marketing Fantasy Vs. Reality

Those who doubt that mobile marketing has not gone want to leave the amplifier.

Among the brands ponied million for a piece of the Super Bowl this year was PepsiCo beverage Amp Energy. While his television commercials 15 seconds did not venture far from the evidence Kingdom of Great game locker room humor and an overweight truck driver of a car stopped out via jumper cables connected to her nipples, a quieter environment, the effort was intended to go much further. To what extent? Good for people who have not even had the game at all. As part of its agreement with the NFL, Amp Energy Sprint sponsored the exclusive Super Bowl mobile channel, allowing it to spread by cell phone ads. A photo of the amplifier can be reproduced over the screens mobile phones with music, waving green flames and the slogan "Go Amp. (Fortunately, none of these cell phone users chose to do with the cables bridge.)

When an effort Super Bowl ad extends to the cell area, is surely a sign that mobile marketing has arrived, right? After all, even if the third screen on the other hand, was a shy boil down version of TV in your face ", the idea of adapting a commercial for mobile distribution would have seemed like a strange concept a few years ago.

Today it is a reality, sort of. At that time, 12 months ago, experts were occupied mobile marketing bravado as the next big thing. Not so. And not everything is big different. Mega Brands like Pepsi and Burger King are always toes immersion in the mobile pool, testing various forms of advertising and promotion, as well as almost part of their spending dollars go elsewhere.

As an expert Mobile John Hadl said: "It is difficult to obtain an actual reading of the value of mobile when you're only spending 25000-50000 dollars on it."

But things began to change. Mobile marketing is "head in the right direction," said John Vail, director of interactive marketing for Pepsi-Cola North America, Purchase, New York "It's much longer than previously thought. Analysis of the mobile companies such as the UK Bango are helping phone companies to measure web site traffic that recipients of the devices used and the countries in February-inch, 58 million mobile subscribers, said they had already been exposed to mobile advertising, Nielsen Mobile in San Francisco (a unit of Nielsen Co., which also owns Brandweek). While only 23% of total mobile phone subscribers today, the figure stands as marketing experiences "Mobile continues to grow. And Hadler, who serves as Managing Partner Beverly Hills-based BrandInHand, supervisor of Procter & Gamble mobile efforts, added that the threshold is near: "There once was a direct proof return on investment, "he said," will faster than the industry can handle. "

This can happen when two years from now. Forrester Research predicts that spending on mobile marketing in the United States will rise from $ 270 million representing $ 405 million in 2009. Then all is exponential, doubling every year until 2012, when the Cambridge-based research firm predicts mass mobile marketing will be worth 2.8 billion dollars.

Marketers view the mobile marketing explosion as "inevitable," said Bill Jones, president of Atlanta-based provider the Air2Web Mobile Internet Platform, with Starbucks and UPS as clients. Some "really trying to accelerate" the channel because "properly used, is the most effective mechanism to interact with customers and prospects. "

All of which begs the question: How can the cost effective use of marketing mobile devices to deliver their brand messages at this time?

What follows are some answers. Like many new ideas in technology, the birth mobile marketing has been followed by fantasy and marketing both as a reality, and learning laborious (and sometimes just painful) differences between two. For example, studies repeatedly show that consumers do not like having ads on their phones. (Only 10% of users consider mobile data ads received via PDAs to be acceptable, according to Nielsen Mobile.) At the same time, one third of respondents said that they would be good to see the ads as spots to compensate for their mobile phone bills for example, through free minutes. "That," said Nielsen Mobile Vice President of Marketing Paul Okimoto, "Is where we begin to see a slight increase."

Without doubt, we will begin to see many of these. For now, here is the history of marketing Phenom today's mobile, both fantasy and reality.

REALITY
Customers dig mobile games.
Videogames were once synonymous geeks, but a glance at the help of WHO a Wii these days (including members of AARP and the physically disabled, the last control) shows how this stereotype is dated. This story Love has conducted on mobile devices. In fact, some observers now predict that global sales of mobile games will eventually exceed the that of the traditional console and handheld versions. According to the Council of the United Kingdom Understanding & Solutions, mobile gaming is expected to reach six billion dollars in 2011.

Some brands are already prepared to embrace this passion for the free offer of downloadable games for mobile devices that keep Make your front and center. The latest is BK City, from April 21 a complicated game with three worlds (five games in each version) to a castle BK Drive-Thru. Will Available in all media except for Verizon. POP, online ads and mobile ads, of course, support the effort. Mobliss BK City is the latest creation, Seattle, whose prior efforts include Nickelodeon Rugrats Food Fight and Brady Bunch Kung Fu.

"Many of the advertisers of mobile content cheese made shot, "said Tia Lang, director of interactive media and the Miami-based chain. But" the progression of the players, our game becomes more difficult. It's fun, fun and relevant for our purpose. "

FANTASY
People never use the phone to buy things.
Think again. Remember everyone was worried about using credit cards online? Even some tech-savvy customers, wrung his hands over their identities cyberthieves stolen and draining their savings accounts. (Psst, that rarely happens.) Same as the same concerns have swirled around mobile banking and transactions on the road the truth is that a quarter of cell phone users with mobile access to the Web and has relied on their handheld devices to do their shopping, according to Harris Interactive, Rochester, NY Sixteen percent use mobile banking and already one in five respondents hope their phone becomes a mobile wallet.

brands smarter to start reacting. In January, Pizza Hut began allowing U.S. consumers to one of its 6,200 stores using the mobile web or e-mail text. The chain said it expects half of its sales come online or through mobile devices in the next five years. Papa John began offering the option text last orders in November.

"If security and privacy issues staff may be caged, mobile banking and mobile services wallet could launch the next step for mobile operators, "predicted Joseph Porus, vice president of the technology practice of Harris Interactive. Rajeev Raman, CEO of mywaves, a mobile video destination whose clients include MBW, okay. In the near future, he said, "purchasing movie tickets, fast food and music through mobile phones will be considered normal behavior, every day. "

REALITY
Convenience work.
Jump cleverisms; brands that offer consumers information that makes life easier are the advantages. "That's why we bought the phone in the first place, "said HALO.

Starbucks, for example, is easy to find the nearest latte with a mobile store locator. When is that blue sweater will ask? UPS can track the whereabouts of your package on your mobile device.

"Too many people register mobile marketing only as ringtones or wallpaper will, "said Air2Web Jones, whose company created both applications. Brands that sponsor services that say things and users when the nearest station is changing and where is the store where I can buy what they need to thrive, "said Hadl of BrandinHand. "Soon, he said," mobile devices will not simply be a way to grow. "

FANTASY
Send text messages (also known as SMS) is not effective.
As it is not hell. While many are looking to mobile video, mobile web and other features, simplicity, the campaign of the mark in plain text is still often what works best. Why? Because even the oldest, cell phones are the latest technology primitive that allows people to receive promotional text and respond. Moreover, the practice of text messaging has been widely adopted.

In December, ads attached 1-800-Free411 sent to users who have opted to receive text horoscopes, tips and other information from a food company called Limbo. Although the service Free information usually gets about 40,000 to 50,000 people who call all the new days, the volume rose to about 80,000 a day after the Mobile ads to run. In general, the limb has received a response rate of 7.1% text ads that ran for their customers in the fourth quarter.

"The forgotten technology of SMS will be a more important factor in digital than anyone predicted," said Jonathan Linner, CEO of Limbo, Burlingame, California, who has amused that traders are so many rumors about a movie or banner ads on a mobile phone. They said, "No" Get it yet. You get 10 times better performance of SMS. "

REALITY
Everything has changed the iPhone.
One of the biggest obsessions (pun intended) for operators Mobile is the lack of "high" technology. We are talking about all cell phones antideluvian was about before last summer, when the iPhone Apple's stores. In January, CEO Steve Jobs had promised the iPhone will "reinvent" telecommunications. Some disagreed. Some still do. But advocates of mobile marketing are not usually among them. Users of the iPhone mean age of 18 is five times more likely to explore the mobile web and 11 times more likely to use mobile video or TV, Nielsen Mobile. A U.S. iPhone is also carrying 70% more likely to use SMS.

"Look no further than the testing iPhone device and improving the user interface can radically increase media consumption," said John Najarian, SVP-media communication and business development within the Comcast Entertainment Group, which oversees E! 'S mobile page.

Better yet, the popularity of the iPhone has led to low-cost imitators trigger a new generation of "smart phones" that experts like Chetan Sharma, co-author of the book recently published mobile advertising, as many believe constitute only 20% of the domestic market in two years. (Data Pipelines most powerful and all-you-can-eat "data plans may also help.) Thanks to the iPhone, Sharma said, Americans finally that the cell phone "is more than something to talk about."

FANTASY
It is easier to run mobile marketing programs.
Dream it. It takes about two months for a large company like AT & T or Verizon to approve a text program. And that, according to Gene Keenan, vice president mobile services Isobar, San Francisco, and vice-president of the Mobile Marketing Association., Denver, is "ridiculous."

"You can by a URL and a website in two hours," said Keenan. "It is very difficult for brands and agencies Mobile. "Worse:" While it is easier for brands to participate, you will not see the money. "

Keenan and experts as He has compared the composition carriers gardens: nice to be part of, but get good luck and exert authoritarian control over the content on the bridge (the substance only available only to subscribers) and move the Soviet-style bureaucratic slowness in approving marketing programs.

By example, WAP sites and the flags must be customized by telephone company. "He brought a lot of complexity," said Sharma. "It is not possible press a button and launch a national program. You have to negotiate everything and get your content approved. "

But stay to listen, fantasy can become in fact at this time next year. "You can get in the wall," said HALO. "You'll have hot and sweaty to do, but you can get more. AOL has already shown that this approach wall] [is a model to fail. "

REALITY
The mobile ecosystem is evolving.
Faster than pace of technology is sometimes never seems fast enough. But advocates of limited mobile tools that have not kept pace with the dreams of market soon may make a high-tech workforce. In November, Google announced Android, a new Linux-based operating system for mobile. Microsoft has signed an agreement with Nokia to bring its Silverlight platform for mobile. And this quarter, Yahoo! Go onePlace launch what he calls a bookmarking tool phones, allowing better control of information. These developments come on the heels of AOL's '07 purchase of Third Screen Media, a company that offers banner ads on mobile websites. Nokia bought mobile agency Enpocket last year, too.

All this, says Sharma, it means that "there cautious optimism "over there." Optimism because of the uniqueness and scope of this mobile. Attention because of the extreme fragmentation of industry. "

FANTASY
There is a killer app.
As Gilda Radner and Dan Aykroyd debated whether New Shimmer was a floor wax or dessert in account (both!) Saturday Night Live, each trader seems to have its own demand for mobile marketing miracle. And so far, no one absolutely miles.

Take initiatives GPS some consider the holy grail of mobile marketing potential. CBS Mobile announced a test earlier this year will match ads to customers in the place where stand, and Lang, Burger King has been careful to maintain the idea of "serving customers an ad at noon, asking them if they are hungry." The problem? These things are fantastic. "

Almost alone. "My fantasy offers Pepsi Smash music] [video on demand programming optimized for the third screen for millions to see, "said Vail. P & G, General Mills and others are currently on trial with Cellfire, a company whose technology enables customers to store electronic coupons on their mobile phones.

It is the dream of direct-to-consumer mobile video, alive in the spirit of the BMW Mini, since mywaves began a program in January. And others are excited about mobile search more than 46 million have used their phones to search information in the third quarter of last year by Nielsen Mobile.

Alex Muller will tell you that GPS-based mobile marketing will not be a fantasy for much longer (again, he is CEO of GPShopper, which allows mobile customers to help locate best deal in all purchase orders.) "There will be a moment, he said, "to launch a paper circular will not make sense."

REALITY
The rules are necessary.
Mobile marketing is still a bit like the Wild West: a landscape of different actors to consider, each competitor's freight transport and their promises. 'We need to further develop standards to reduce friction there, "said Jordan Berman, executive director of media innovation at AT & T Mobility, New York." There should be greater uniformity in the way programs launch. I'm on the board and we all agree that MMA is a confusing market out there. "

Once again, people said the same thing on the Web itself when it was new. Growing pains, Berman said, are natural: "Internet is like a child, mobile marketing is still in the uterus. "

Courtesy of the mark of the Week

By: Kenneth Hein

About the Author

http://www.israelidiamond.co.il/English/index.aspx

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