Archive for the ‘Mobile Marketing Conferences’ Category

Source: Adotas

Driven by the overwhelming popularity, evangelism and impact of the iPhone on the mobile experience, the advertising industry has reached a turning point in 2008 – with all eyes on mobile, the opportunity is now to embrace the channel as a direct line into today’s consumer on their most personal of devices. 

With brands launching new WAP sites each day, so too comes the opportunity to advertise. However not all mobile content is created equal — what looks great on one device could look markedly different on another if these considerations aren’t engrained in the development process. Consumer experiences run the gamut, with the most consistently positive experience coming from iPhone users. In fact, AT&T mobility president and CEO Ralph de la Vega came out and called Apple’s iPhone “a game-changer” at Mobile World Congress a few weeks ago, noting that since AT&T exclusively launched the device in mid-2007, mobile data consumption has grown dramatically.

According to de la Vega, 95 percent of iPhone owners regularly surf the web on a mobile device, even though 30 percent had never done so prior to iPhone ownership. In addition, nine out of 10 rated the device better than their previous handset. Quattro Wireless has seen dramatic adoption rates as well. In fact, since the launch of the iPhone, we have seen a 323 percent increase in monthly iPhone page views on the Quattro Network from September 2007 to January 2008.

These stats are phenomenal compared to general mobile Internet usage on other mobile phones in the U.S. Clearly the iPhone audience is one that should be catered to, and savvy mobile content providers and advertisers are developing iPhone-specific websites and advertisements for this built-in fan club to optimize the consumer experience and produce the greatest advertising results. In fact, there are whole companies cropping up with dedicated mobile advertising units designed just for the iPhone.

iPhone sites without adaptation can be hard to browse, despite the device’s high end browser capabilities. iPhone-adapted mobile websites such as CollegeHumor.com or Linked-in provide a better browsing experience with an optimal layout, more intuitive navigation, better display of mobile ads and a complete array of content choices for the growing iPhone audience. They also use less bandwidth, ensuring more reliable service. 

Additionally, the iPhone has a readily profiled user base, thanks to its exclusive agreement with AT&T. In fact, ad networks - including Quattro Wireless - are seeing an increasing interest in ad buys that target high end handsets, and in some cases they are specifically looking for iPhone users. With all eyes on the iPhone, it is important to ensure that mobile websites designed for the iPhone include the ability to track user behavior, which in turn drives targeted premium content from the ad network. In general, an iPhone site should have the following attributes:

Easy to navigate with one finger/thumb. Content should be displayed to avoid pinching and horizontal scrolling for content.

Ads should appear targeted for the iPhone to ensure maximum impact.  On a non-iPhone adapted site, ads designed for the PC/online experience will show up, but will not be targeted for the mobile environment. Ads placed on an iPhone specific site will ensure ideal placement and maximum click-throughs.

Zoom capabilities to highlight the iPhone’s superior image display.

A custom iPhone site that has embraced the above criteria is sure to elicit a warm reception from iPhone users, who have come to expect an elite experience on their specialized device.  And associated advertisers will reap the benefits of brand affinity for properly entertaining and informing site visitors on this exclusive device.

New Zealand Herald: Diana Pouliot, Google’s director of mobile advertising for North America, was in New Zealand for a conference where she provided some insight and tips on mobile marketing.

What have you been doing in New Zealand?

I’m participating in a conference being held by The Hyperfactory. It has pulled together agencies, marketers and people from the industry to share best practices on mobile marketing and advertising, and the industry in general.

What kind of potential is there for marketing on mobiles, and do users like it?

The potential is huge and global. We see it as a big opportunity, although we understand that right now it’s in its infancy. People are experimenting and finding out what is working for them. I think people need to be thoughtful in the way they approach marketing on a mobile phone. From some of our early experiments with advertising based on text and search, we have found it has been accepted by the consumer. We know because they are clicking on the ads.

Is this type of marketing better targeted and more sophisticated than others?

You are targeting a person at the moment of relevance or transaction. In some of the good case studies we see people using “click-to-call” phone numbers. They can look for something on their mobile phone, then dial directly from the ad. Our technology also means you can call through to that person. This has been great for local businesses. We see good results when people are optimising websites for mobile phones. People need to experiment and figure out what’s best for their business and marketing needs.

Is it ensuring that an online presence is taking the new technology into account?

It’s about a couple of things. You have to assess how it integrates with a mobile marketing strategy. There are a lot of ways you can do that - there’s a host of mobile advertising opportunities. Mobile advertising can be that link in the “engagement factor”.

Is it a chicken-egg situation where the development of handsets and better phones gives opportunities to marketers, or is it them pushing the technology?

In the US, the iPhone is leading the way when it comes to people accessing the mobile web. We’ve seen tremendous spikes in traffic to our search engine based on people coming in from iPhones.

Are people looking for different things when they access the internet from a phone?

It mirrors the internet a lot. People are averaging two-and-a-half key words when they search, everything from tomatoes to Porsches. One of the misnomers is people are only searching on their phones for mobile content. That is a big category but they are searching for everything else as well. This is why marketers and advertisers need to look at this as a viable way of reaching different consumers and their target audience.

With all the different types of phones, is it difficult to get a common standard?

It can be challenging for the phone people and marketers. Marketers and advertisers who have to develop campaigns have to deal with a lot of operating systems and handsets to ensure the work. It is fragmented but it is one of the challenges and why you have to understand the different options.

Is the convergence everyone talks about going to happen first on phones rather than in the home?

It’s happening in places such as India and China. People there are using their phones as their “first screen” [after TVs and computers], whereas in developed countries it is the “third screen”. They watch TV and do all of their communication on mobiles.

Looking to attend conferences on mobile marketing? Earlier this month, the Mobile Marketing Association held it’s Mobile Marketing Forum in Hong Kong on December 6, 2007. The next conference is slated for April of 2008 to be held in London.

Are you looking to add mobile to your current campaigns? Are you involved with mobile and want to add new technologies and initiatives? Regardless of your current level of activity or knowledge in mobile marketing, the Mobile Marketing Association’s (MMA) MOBILE MARKETING FORUM is the premiere event to attend this year.
Do not miss this opportunity. Questions to be answered include:

• What is mobile marketing?
• How do I start a mobile campaign?
• How do I measure success?
• What are the high growth segments and where should I be focusing my dollars?
• What are the new emerging trends?

The adoption of the mobile channel is skyrocketing. Be a part of it!

Join the industry’s leaders and experts discuss successes, what’s coming, what’s up next, what’s hot and how mobile will benefit your marketing initiatives and campaigns.

The Mobile Marketing Forum is simply a must attend event. For more information, visit:
http://www.mobilemarketingforum.com