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Mobile Marketing - MarketingRev - Tech News for Marketers

Archive for the 'Mobile Marketing' Category

October 30th

PhindMe Launches Mobile Marketing Suite

Christopher Kenton

With the growing popularity of Web access through smart phones, the need to optimize and customize content for mobile users is creating a growing market for design and dev tools that simplify mobile marketing. PhindMe is out of the gate with one of the first self-service mobile marketing suites for marketers and agencies looking to develop marketing content optimized for iPhone, Blackberry, and the new Android platform which will power T-Mobile’s G1 Google Phone.

Recent surveys by Azuki Systems found that four out of 10 Internet users surfed the mobile Web for two or more hours every week, and 62 percent of mobile users surveyed said they either already owned a smart phone or would own one within the next 12 months.

That’s Joe Barone, a former board member of the Mobile Marketing Association, and now an advisor of PhindMe, explaining the primary market driver for their platform. With an estimated 140 million people actively using SMS, the market is clearly sizeable. According to PhindMe, the compelling features of their latest agency-friendly release include:

• Improved mobile Web publishing providing optimized content rendering for any mobile device, including dedicated styles for iPhones, Blackberry and Android-supported devices
• Private label system that manages individual client accounts and provides business client access in a partner-branded portal
• A simplified user interface that supports text campaigns and a content system for creating mobile Web pages and user management features
• New features for client business pages, including a fully wireless carrier-certified permission-based marketing system and an easy, informative sign-up process for users

Now if they can just create a stupidity filter that prevents over-eager agencies and businesses from migrating spam and annoying ads to mobile devices.

Category: Advertising, Mobile Marketing, consumer content | 4 Comments »

October 29th

WrapMail — Turn Employee Emails Into Marketing Mojo


WrapMail is fairly literal — wrap emails coming out of your domain with things that convey a marketing message. This can be featured products, sales pitches, or just customer communications. This is one of those incredibly obvious ideas that I am sure someone has done before. In theory, this is a good dea. There is no real reason why employees of a company or organization should not an active advocate in every email — a potentially viral and low-cost way to spread the word and communicate effectively with customers, not to mention boost incremental sales. On the other hand, it could get ugly and noisy pretty quickly if the message isn’t kept relatively mellow and the media wrap is not too rich (Do you really want punch the monkey wrappers on corporate email?). By extension, the wrappers could be used not only to sell but also to convey key facts — say about a fundraising campaign for a charity, for example. The terms are quite reasonable — $5 per user per month, unlimited wraps, $50 minimum sign-up commitment, no minimum length of usage. You can use your current domain with emails processed by the WrapMail server. No desktop installs are required — it all lives on the WrapMail servers. Whenever a mail recipient clicks on any of the wrappings, you get an instant alert. For retailers, WrapMail offers rotating product picks. No word on whether it can offer behavioral targeting for its message wraps — that would be amazing. The pay-as-you-go version offers limited reporting capability. The Enterprise version lets you install the software on your own servers inside your own firewall and get more robust analytics and reporting capabilities. Potential problems that I see? You better pray that someone on the same server as you doesn’t get too wrap-happy (Wrap sends emails for multiple accounts off the same server) or else you may end up SpamHaus hell. In the same vein, the whole point of email is to succinctly convey a message so over-loading emails with graphical geegaws clearly runs a risk of ticking off recipients. All of that said, I think smart implementations of this system for retailers or other commercial uses could be very powerful. Here’s what one looks like.

Any WrapMail users out there want to weigh in?

Category: Mobile Marketing, Uncategorized | 7 Comments »

March 27th

AdMob Funding Focuses Attention on Mobile Ad Space

Christopher Kenton

AdMobMobile ad server [tag]AdMob[/tag] has raised $15M in funding in a second round led by Accel Partners, leading to anticipation of a tipping point in mobile advertising. According to Venture Beat, AdMob alone has served 1.6 billion ads in the past year, while competitor Third Screen claims to serve 350 million ads per month. While Third Screen serves enterprise clients like Ford and Fox, AdMob focuses on smaller businesses, serving a network of 1200 publishers in 160 countries. Advertisers can purchase ads across a range of mobile content channels including news, entertainment downloads and special interest communities.

The race for dominance among startups in the mobile ad market also includes [tag]Enpocket[/tag], Ad Infuse, Millenial Media, Rhythm New Media. Their business strategies range from a focus on the reach of their network, to a focus on the added value technology and services they provide to assist advertisers. Enpocket, for example, offers a range of creative services and technologies to create and target ads.

Category: Advertising, Mobile Marketing | No Comments »

March 12th

txtNation Powers a Whirlwind of Mobile Innovations

Christopher Kenton

[tag]txtNation[/tag] is on a tear. As one of the fastest growing technology companies in the UK, txtNation is spinning off products and partnerships across an impressive array of platforms, industries and regions. One day they’re announcing a partnership to stream video to mobile devices in Europe, the next day they’re announcing a mobile chat service in Africa, or an interactive voice response system in Nepal. They build a wide array of innovative mobile solutions including payment systems, messaging systems, and, of course, marketing systems.

txtNation’s marketing platform, mFusion, enables a wide variety of messaging and promotion campaigns based on txtNation technology, including bulk messaging, tickets and coupons, contests and quizes, newsletters, auctions, subscriptions, and location based services. They also have a mobile marketing services group with a lot of Fortune 500 and Global 2000 clients, including McDonald’s, AOL, IBM and Red Bull, so they’ve got a lot of experience to draw on in building mobile marketing programs. But I suspect the main attraction for their mobile services group is that they’re joined at the hip to the technology group, so they can build new components to enable innovative campaigns, leveraging their billing and messaging tools.

The case studies on the mFusion site are pretty weak, but click through the solutions descriptions on the side navigation. It’s a good overview of mobile marketing capabilities, and a good nest of ideas to spark a creative brainstorming session.

Category: Mobile Marketing | No Comments »

February 16th

Qwikker Wins 3GSM Award for Mobile Advertising Platform

Christopher Kenton

[tag]Qwikker[/tag] is a content distribution platform for mobile phones, enabling the discovery, downloading and sharing of a wide variety of content, including music, videos, games, ringtones, coupons, and text content. What’s interesting about the platform is that it can serve up content from Web to phone, phone to phone, and also from fixed location to phone, which provides a lot of options for engaging consumers in creative ways.

Qwikker received a Global Mobile Award at this year’s 3GSM World Congress in Barcelona, on the basis of an advertising campaign by Virgin Mobile that used fixed locations at a music festival to serve up free music and video downloads to mobile phone users via bluetooth. Out of 70,000 festival-goers, nearly 30,000 accessed one of 33 Bluetooth servers, or “jacks”, stationed throughout the festival grounds and promoted by posters, flags and stickers. With traffic reporting and analytics, Virgin was able to track the popularity not only of downloaded content, but of physical locations throughout the festival. More than 12,000 users opted in to the campaign, and nearly 5,000 downloaded content.

In addition to 700 physical locations in bars, movie theaters, malls and transportation stations in the U.S. and U.K., Qwikker also provides Qwikker Channels, a free java-based client for mobile handsets that enables delivery of branded on-demand content through any available connection, including Bluetooth, WAP and SMS.

Qwikker is funded by Sequoia Capital, Enterprise Venture Partners, and TeliaSonera. They maintain a blog that provides a useful inside view on their corner of the mobile marketing space.

Category: Mobile Marketing | 4 Comments »

February 15th

Enpocket Offers Integrated Mobile Campaign Management

Christopher Kenton

With the 3GSM World Congress underway in Barcelona this week, there’s a lot of focus on mobile marketing. Successful and highly visible mobile campaigns from companies like Nike and Virgin have shown the viability of creative brand marketing to mobile handsets, without serving up spam.

One company at the forefront of mobile marketing is [tag]Enpocket[/tag],  one of a growing breed of hybrid agency/technology businesses that mash up marketing services with proprietary applications to deliver sophisticated and savvy campaigns. Typical agencies don’t have the engineering skills to provide a strong marketing platform, and typical engineering shops don’t have the marketing skills to serve up smart campaigns.  Enpocket seeks to bridge the gap, with a single-minded focus on mobile marketing.

In addition to creative campaign services, Enpocket offers technology for mobile advertising, promotional marketing, personalization, peer-to-peer mobile applications, behavioral analytics, and campaign management and reporting. Clients include Pepsi, Panasonic, Expedia and Snapple, while carrier partners include Sprint, Orange, Vodafone and Verizon.  

Engadget’s CEO, Mike Baker, has a useful article offering 10 Tips for Going Mobile over at the Mobile Marketing Association, a vendor-backed mobile industry group. I’ve been critical about the MMA in the past, because of their failure to stand up for mobile consumers on issues like spam. Ignoring the concerns of the consumers that form your market is not a wise bet for an industry group in a world of advancing social media. But this article by Enpocket is worth a read, as are some of the other materials on the MMA site. Too bad that in all the time the MMA has been around, they still can’t seem to come up with anything to say in their consumer section other than, um, “coming soon”.

Category: Mobile Marketing | 6 Comments »