mobiThinking has been on an Oscars-inspired trip to the movies. There are some excellent mobile tools for movie lovers – reviews and trailers that helped us decide what to see, even sites that told us where the film was playing locally and allowed us to book seats. The frustrating thing is it took hours. Hours spent trawling through mobile search and directory sites… and the daft thing is we shouldn’t need to do it.
It’s odd to want to make the mobile Web more like the PC Web, but when it comes to media metrics, that’s what mobile marketers are clambering for. The latest GSMA initiative suggests someone’s starting to listen.
Media buyers want to know what they’re buying into – statistics about a site, its visitors, their demographics and behavior. Fair enough, it’s what they get from a PC Web site, so why not from a mobile site?
Valentine’s Day 2009 is gearing up to be the biggest texting day ever, with VeriSign predicting 3.5 billion messages will be sent in North America alone.
On February 14 last year, VeriSign estimated 2.2 billion messages would be sent in the US, suggesting a 37 percent increase.
For 2009 as a whole, VeriSign’s estimates imply an increase in total messaging for the year of 30 percent compared to 2008.
Do you want to provide rich mobile content – animation, video, games etc. – either as part of subscription or as part of a marketing campaign, without consumers being slapped with indeterminate download fees? Then rejoice, because change is afoot.
Whatever you call it the ‘sender-pays’ or ‘zero-rated-data’ model, it’s here and the British made-for-mobile drama THMBNLS, proves it works. And changes on the cards over the next few months will make it easier, and maybe cheaper, to pull it off.
mobiThinking readers in London can get a £100 discount – almost 20 percent – off this excellent mobile-marketing course on February 3, 2009 9:30am – 4:30pm.
“If I’d had just five minutes with Hillary, it could all have been different,” said an exasperated Cal Morton, vice president, Interlinked Media, the agency that ran Hillary Clinton’s mobile campaign (such as it was).
We were discussing the campaign ran by Barak Obama, President of the United States and mobile-marketing pin-up of the year. It touched a nerve.
Interlinked had wanted to take Hillary’s mobile campaign way beyond basic SMS alerts.
Like an addictive drug, with industry awards you're always left craving more: more information… more stuff we can learn from.
Alberto Benbunan at hip Spanish agency Mobile Dreams Factory sums it up perfectly: "There’s more to awards ceremonies than recognizing the efforts of agencies or clients, they should also inspire others."
It’s always interesting to know who and what, but what’s really useful is how and why.
Mobile search is dominated by local information/utility and social networking/communications. Top 10 search terms provided by Yahoo and AOL – unfortunately Google couldn’t provide the same information – suggest that people use mobile search for more practical purposes than PC search.
Celebrity and TV reality shows clearly aren’t as important to people on the move, as catching up with friends (MySpace, MocoSpace, Facebook), checking the weather or classifieds (Craigslist), what’s on at the cinema or getting directions (MapQuest).
mobiThinking is pretty pleased (even a bit smug, to be honest) to kick off our series of five-minute interviews with a trio of top mobi-marketing gurus. Yahoo, Limbo and the BBC are all serious players in the mobile space, but all come at it from different, very topical angles – broadcast, search and social networking (we put each into context below). But the true test of a thought-leader is when you drag them away from their company and their sector, just for five minutes.
mobiThinking has been devouring the MMA’s annual marketing guide. It’s big, but we highly recommend reading it. It’s chock-a-block with stats, facts, tips and optimism, but must-read stuff is at the back where you’ll find précis of all the mobile campaigns that won MMA’s global and regional awards.
See our pick of the winners below. First, here are some bits of the report that caught our eye.