home about photos slide shows videos magicsauce twitter other blogs books contact









If You Love To Write

Cool Social Media Tools

Analyst Blogs

Around The World

On Spirit & Philosophy

On Culture & Food

On Marketing & PR

On Economics and More

On Fashion

All Things Green

Dance Links

Books: Life

Books: Novels

Website Links

FAVORITE QUOTES

  • Only Those Who See the Invisible, Can Do The Impossible
  • The Age of your Heart is the Age of what you Love - Marcel Prévost
  • Tell me and I'll forget. Show me and I may remember. Involve me and I'll understand.
  • When one door of happiness closes, another opens; but often we look so long at the closed door that we don't see the one opening before us. -Helen Keller
  • The sole meaning of life is to serve humanity. -Leo Tolstoy
  • Nothing makes us so lonely as our secrets. -Paul Tournier
  • They may forget what you said, but they will never forget how you made them feel. -Carl W. Buechner
  • Just trust yourself, then you will know how to live. -Johann Wolfgang von Goethe
  • The foolish reject what they see, the wise reject what they think
  • Imagination is more important than knowledge - Albert Einstein
  • When you realize nothing is lacking, the whole world belongs to you - Lao-tzu
  • The world surrenders to a quiet mind
  • It is a funny thing about life: If you refuse to accept anything but the best you very often get it - Somerset Maugham
  • "At the moment of commitment, the universe conspires to assist you." Goethe


« Alzheimer's and Dementia: What's the Truth? And What's a Myth? | Main | Mobile StartUps Present Their Latest at MobileBeat 2009 »

July 17, 2009

What Will it Take to Bring Mobile Marketing Mainstream?

Brad Stone from the New York Times moderated a panel at yesterday's MobileBeat in San Francisco on mobile advertising and what will it take to bring it mainstream.

On the panel was Velti's Alex Moukas, AJ Rhodes from Disney Interactive and MediaSmith's David Smith.

"It’s not that people move from TV to the web then to mobile," says David Smith. When you look at the kinds of companies that spend a lot of money in mobile, they're companies with huge budgets who have spent all they can on television and magazines. A lot of companies that are doing web advertising are doing so to drive people to a particular site to have a specific kind of experience."

Brad Stone panel (7)

Brad asks AJ, “do you know who the person is who visits the Disney site? Do you know their preferences so you an deliver a targeted ad? How do you do the same thing on a mobile phone?”

AJ says that they don’t know a lot about that visitor in a consistent way on mobile. There are mechanisms they have put in place to find out more however. He says, "you can register on your mobile phone using your online account so some information is attached to that. For us, it’s about going directly to the consumer.”

Brad Stone panel (3)

David pipes in, “we care about who’s on the other side of the mobile device. It’s all attribution. As we do more with video and video is going to be huge for mobile, people will be exposed to that ad on the web and through television.

It’s all got to be opt in, and you have to give something back to the consumer for opting in. On the web, the consumer never got anything back for a company grabbing their cookie.” He strongly emphasizes how important it is to learn from what we didn't do right on the web and proactively do it differently out of the gate for mobile.

Brad Stone panel (2)

Says Alex, “the problem with mobile is that there is no silver bullet. There’s no single thing that you can increase efficiency and effectiveness. Mobile is a crucial component but it’s not the only thing.”

AJ pipes in, “absolutely. Mobile video is huge and it’s increasing every month on all handsets not just on the iPhone. Text alert groups work really well – people are really interested in our brand, so if we do something around Disney Radio, people want to get it. Video and games are both really important…..it creates a lot of engagement on our site."

Brad Stone panel (5)

David picks up the thread where he last left off about 'doing it right early on' - “mobile needs to band together and make sure they’re following protocol and being smart about how they deal with consumers so they don’t have Congress breathing down their neck next year or year after.”

Then he moves to direct response, “mobile has been in danger of being all about direct response but it has a chance with video to be much more branding in its orientation. We use something called ‘branded response,’ which is proving to be effective.

We don’t think screen size matters to a generation who grew up playing games on a small screen. Mobile on small screens can be used for branding as long as we can get the reach.”

Brad Stone panel (16)

For all of these guys, engagement is important. While there has been less effort on brand awareness since it's harder to measure than it is on the web, convergence is happening so that will change. It's clearly being driven by customers who measurably increase their sales.

Twitter had to come up at some point and so it did - from the audience. The question was not only is Twitter important but do these guys recommend it as a marketing tool?

David runs with it first, “Twitter is awfully powerful. There are a lot of things that Twitter can do. In the search area, you can parse Twitter and target people who are only interested in certain conversations. We’ll likely see Twitter licensing to Google or Microsoft – there’s a huge private auction going on between them…..before the end of the year, we’ll be seeing a platform.

More money will come out of Twitter on applications. Things will merge and then will we even be able to tell the difference? There will be huge opportunities across the board, licensing, advertising, search, ecommerce and third party applications.

All of these things will be ‘like’ advertising but not necessarily in the form of large banners in your face. There will not be one magicical thing but we will see a huge convergence.”

Brad Stone panel (13)

Alex Moukas talks about the Asian market, which he says is the most evolved. Half of his business is in Europea, roughly 20% in the U.S. and 30% in Asia. "We don't make money unless our customers do, so it's performance based. In Asia, we feel it's much more measureable. People are moving towards performance-based campaigns."

iPhone and Android are providing tremendous opportunities for all of them. Even though that's the case, David reminds us that while the iPhone is clearly changing our industry, it still only has a 5% penetration.

As for parting advice: “don’t try to do something that worked two years ago. You really need to raise the bar because it's more competitive - wallpaper and ring tones won’t work. People want interactivity and applications that make their lives easier."

July 17, 2009 in Conference Highlights, On Mobile & Wireless | Permalink

TrackBack

TrackBack URL for this entry:
https://www.typepad.com/services/trackback/6a00d83451c79e69e201157212ff7e970b

Listed below are links to weblogs that reference What Will it Take to Bring Mobile Marketing Mainstream?:

Comments

Post a comment


PARTNERS

KUDOS

Recent Posts

  • Interviews Now Live: Marianne Williamson, Deva Premal, Jean Houston, Lynne Twist, Matt Kahn & More
  • Welcome to Blue Soul CHATS: A Podcast That Bridges Science & Spirituality
  • The Path to Magdalene's Journey, the Book
  • The Aftermath: What to Focus on Now?
  • Wisdom from Michael Pollan
  • Reflecting on Tony Hsieh's Death
  • The Coronavirus: A Spiritual Perspective!
  • Zen 2.0 Brings Connectedness & Compassion to Kamakura Japan
  • IONS Annual Conference Brings Together Scientists & Spiritual Seekers Under One Roof
  • On Discipline & the Art of Courage

Forbes Top 50





Favorite Blog Posts

Conferences & Events

    2012 Archives

    January 2012

    February 2012

    March 2012

    April 2012

    May 2012

    June 2012

    July 2012

    August 2012

    September 2012
    October 2012
    November 2012

    December 2012


    All Archives
Featured on BlogHer.com

Categories

  • America The Free
  • Arts & Creative Stuff
  • Belize
  • Books
  • Client Announcements
  • Client Media Kudos
  • Conference Highlights
  • Current Affairs
  • Entertainment/Media
  • Europe
  • Events
  • Fiji
  • Holidays
  • Humor
  • In the News
  • Israel
  • Magic Sauce Media
  • Music
  • New England
  • New York
  • On Africa
  • On Australia
  • On Being Green
  • On Blogging
  • On Branding
  • On China
  • On Costa Rica
  • On Dance
  • On East Africa
  • On Education
  • On Fashion
  • On Fiji
  • On Food & Wine
  • On France
  • On Geo-Location
  • On Germany
  • On Guatemala
  • On Health
  • On India
  • On Innovation
  • On Italy
  • On Japan
  • On Journalism
  • On Mobile & Wireless
  • On Money
  • On Nature
  • On People & Life
  • On Poems, Literature & Stuff
  • On Politics
  • On Robotics
  • On RSS
  • On Science
  • On Search
  • On Social CRM
  • On South Africa
  • On Spain
  • On Spirituality
  • On Technology
  • On the Future
  • On Video
  • On VoIP
  • On Women
  • Photography
  • PR & Marketing
  • Reflections
  • Religion
  • San Francisco
  • Science
  • Social Gigs & Parties
  • Social Media
  • South America
  • Sports
  • Travel
  • TravelingGeeks
  • United Kingdom
  • Videos
  • WBTW
  • Web 2.0
  • Web/Tech
  • Weblogs

Subscribe


  • Add to Pageflakes

  • Add to Google

  • Add to Netvibes

  • Subscribe with Bloglines

  • Subscribe in NewsGator Online

  • Add to My! Yahoo

  • FeedBurner



Add me to your TypePad People list

Enter your Email


Powered by FeedBlitz

Copyright 1999-2025 Renee Blodgett