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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 will peak experiences such as mobile vendors continues to grow. And Hadler, who serves as a partner of Beverly Hills-based BrandInHand, supervisor of Procter & Gamble mobile efforts, added that the threshold is near: "Once there is evidence direct return on investment, "he said," will go faster than the industry can manage. "

This can occur 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 goes exponential, doubling every year until 2012, when the Cambridge-based research firm predicts mass mobile marketing will be worth of 2.8 billion dollars.

Marketers view the mobile marketing explosion as "inevitable," said Bill Jones, president of supplier Atlanta-based Mobile Internet Platform Air2Web, 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 use profitable marketing of mobile devices to deliver their brand messages at this time?

What follows are some answers. Like many new ideas technology the birth of mobile marketing has been followed by fantasy and marketing both as a reality, and apprenticeship "(and sometimes just painful) differences between the two. For example, studies repeatedly show that consumers do not like having ads on their phones. (Only 10% of data users considered mobile ads received via PDAs to be acceptable, according to Nielsen Mobile.) At the same time, one third of respondents said that they would 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 Marketing Okimoto Paul, "is where you begin to see a slight increase."

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

REALITY
Customers dig mobile games.
The games were once synonymous with geeks, but a glance at the help of WHO a Wii these days (including members of AARP and the physically handicapped, the last control) shows how this stereotype is dated. This love story made on mobile devices. In fact, some observers now predict that global sales of mobile games possibly superior to 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 maintaining their brand front and center. The latest is BK City, from April 21 a complicated game with three worlds (five games in each version) of a castle in a reader BK-Thru. It will be available in all media except for Verizon. POP, online ads and mobile ads, of course, support the effort. BK City is the latest Mobliss building, Seattle, whose prior efforts include Nickelodeon Rugrats Food Fight and Brady Bunch Kung Fu.

"Much of what advertisers Mobile Content cheese shot, "said Tia Lang, director of interactive media and the Miami-based chain. But" the increase in players, our game becomes difficult. It's fun, fun and relevant for our purpose. "

FANTASY
The people will never use your phone to buy things.
Think again. Remember that everyone was worried about using credit cards online? Very few tech-savvy customers, wrung her hands cyberthieves about their identities stolen and draining their savings accounts. (Psst-it happens rarely.) Same as the same concerns have swirled around mobile banking and transactions in the way, the truth is that a quarter of cell phone users with mobile Web access have already trusted their handheld devices to make their purchases, according to Harris Interactive, Rochester, NY Sixteen percent use mobile banking and already one in five respondents hope their phone becomes a wallet mobile.

Smart brands start to react. 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 Juan began offering the option of text on the last orders in November.

"If security and privacy issues can be caged staff, the mobile banking and mobile wallet services could launch the next step for mobile operators, "predicted Joseph Porus, vice president of practice Harris Interactive technology. 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 works.
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 coffee pudding with a store locator phones. 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 as only ringtones or wallpaper," said Air2Web Jones, whose company created both applications. Brands that sponsor services that tell users things like where the nearest station is changing and where is the store where I can buy what you need to thrive, "said Hadl of BrandinHand." Soon, he said, "mobile devices will not simply be a way to grow."

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

In December, the ads attached 1-800-Free411 sent to users who have opted to receive text horoscopes, tips and other foods information from a company called Limbo. Although the free information service usually receives about 40,000 to 50,000 people who call all the new days, the volume rose to nearly 80,000 a day after the mobile ads to run. In general, limbo has received a response rate of 7.1% text ads that ran to 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, Calif., 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 mobile operators is the lack of "high" technology. We are talking about all cell phones antideluvian was about before last summer, when the Apple iPhone in stores. In January, CEO Steve Jobs had promised the iPhone will "reinvent" the telecommunications. Some disagreed. Some still do. But advocates of mobile marketing are not usually among them. Users of the iPhone mean age 18 years 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. carrying iPhone also 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 and business development within the Comcast Entertainment Group, which oversees E! 'S page mobile.

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

FANTASY
It is easier to run mobile marketing programs.
Dream it. He still has 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 web site in two hours, "said Keenan." It is very difficult for mobile brands and agencies. "Worse:" While it is easier for brands to participate, not see the money. "

Keenan and experts like him have 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 is only available only to subscribers) and move the Soviet-style bureaucratic slowness in approving marketing programs.

For example, WAP sites and the flags must be customized by telephone company. "He brought a lot of complexity, "Sharma said." You can not 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 reality at this time next year. "You can get in the wall," said HALO. "You must dance and sweat 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 evolve.
Faster than the pace of technology is sometimes never seems fast enough. But advocates of limited mobile tools have not kept pace with the dreams of his marketing staff may make a brief high-tech. In November, Google announced Android, a new system Linux-based operating mobile. Microsoft has signed an agreement with Nokia to bring its Silverlight platform for mobile. And this quarter, Yahoo! Go launch onePlace what he calls, a mobile bookmarking tool, allowing better control of information. These developments come on the heels of AOL's '07 purchase Third Screen Media, a company that offers banner ads on mobile websites. Nokia bought mobile agency Enpocket last year, too.

All this ", Sharma said, means that" there is 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 it was a new Shimmer floor wax or dessert in account (both!) on Saturday Night Live, every dealer seems to have its own demand for mobile marketing miracle. And so far, no absolutely miles.

GPS take initiatives, which some consider the holy grail of mobile marketing potential. CBS Mobile announced a test earlier this year match ads to customers in the place where they 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 allows customers to store electronic coupons on their mobile phones.

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

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

REALITY
Rules are necessary.
Mobile marketing is still a bit like the Wild West: a landscape of different actors to consider, each competitor and freight transport their promises. "We need to further develop rules to reduce the friction there," said Jordan Berman, executive director of media innovation for 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 womb. "

Courtesy of Brand Week

By: Kenneth Hein

About the Author

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