Tag Archives: mobile campaign

Marketing consultant believes 2012 an exploding year for mobile marketing

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Mobile marketing gets a nod in connecting with the consumer mass market, with marketing consulting firm saying this year will experience a significant growth in terms of “mobile marketing and mobile-related ad spending”.

Noting an average of 30% that US adults spent over mobile interaction last year, Winterberry Group, a marketing consulting company, said that mobile will increase by a whopping 50.2% to $1.8 billion in 2012. During a presentation to Direct Marketing Club of New York, the firm’s managing director explained that mobile marketing has grown in value with the prevalence of Smartphones, geolocation and increasingly tech-savvy consumers. With such a notable change in terms of consumer market’s behavior, advertisers are advised to adopt quickly into it.

Direct and digital ad spending in the US reached a total of $215.9 billion in 2011, according to Winterberry report – 41.2% ($1.2 billion) of which came from mobile advertising. The insert media spending increased 12.5% to $0.9 billion in 2011, compared with 2010. Direct-response broadcast spending increased 7.6% to $25.4 billion year-over-year, while direct-response print increased 2% to $15.3 billion and teleservices spending increased 1.5% to $40.1 billion.

With this evolution seen to be exploding, strong data management platforms are vital to support vast new streams of information from mobile and digital channels; to include consumer behavior data, opt-in information, web analytics, contact and demographics information, transactional and loyalty records and public records.

Cannes: Mobile Lions new category for creative mobile work

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The mobile space has gained recognition from the world’s prestigious award-giving body for advertising, the Cannes International Festival of Creativity, as it adds new category that concentrates for mobile creative works.

In a story via Ad Age, it revealed that the “Mobile Lion” will be added in Cannes’ upcoming season of recognizing excellent works in the advertising industry. This new category will reward the best work housed on or activated by a mobile device, app or mobile web.

The criteria for judging is said to focus on creativity, idea, execution, (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes).

The Mobile Lion will soon be judged by acclaimed mobile advertising experts to be led by Tom Eslinger of Saatchi & Saatchi Worldwide.

With such credit that the mobile has acquired as an important media mix, mobile strategies and executions are expected to move towards raising the bar; and that contents and concepts meet the qualifying criteria of a brilliant mobile advertising.

Publishers more confident in the mobile market

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The mobile market has gained more confidence from the publishers, according to a survey by the Audit Bureau of Circulations (ABC) and ABC Interactive. The survey  titled Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings disclosed that 59% of respondents had a well-developed plan for the mobile market. ABC also noted 67% who found mobile market important to their strategic future in earning from both ads and subscriptions.

Newspapers ranked first (88%) with mobile initiative taking into place; consumer magazines came at second place (83%); and business publications on third with 79%, according to the audit bureau.

Meanwhile, the study showed that publishers had mixed feelings in terms of charging their consumers from their access to content from multiple platforms – 40% said readers shall be charged as one and get an access to all platforms (web, print, and mobile) while 40% said payment shall be made in every access to additional platform.

 

 

TheTMSway Weekly Radar on Mobile Marketing and Business

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More than a million Irish people now open to mobile ads – study

The number of Irish adults who own a smartphone has jumped by 20pc to 750,000 since the end of 2010, according to a new study, which also suggests that more than a million people are open to mobile ads, and that there is increasing openness to location-based advertising. Carried out by Behaviour & Attitudes for Return2Sender, the research into Irish smartphone trends suggests that, based on last year’s figures, ownership will grow by another 80,000 in the next six months.

Southeast Asia’s mobile Internet revolution is on track, according to new report

Mobile phones are on track to becoming the primary access point to the Internet in Southeast Asia, according to a new report from Nielsen. The analytics firm’s findings, taken from its inaugural Southeast Asia Digital Consumer Report which was released today, show that Internet-capable phones are already rivalling laptops, desktop computers sand tablets as primary Internet access points in households across the region.

Mobile Marketing: The Next Frontier

Mobile marketing is a rapidly evolving trend that helps brands engage with people when, where and how they want. Get it right and you unlock fresh revenues and new ways to connect. Get it wrong and you can put consumers off forever. What’s the best way to start? We ask the experts

Mobile search, display spending surges in response to mobile web adoption

US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats. “Mobile advertising is no longer a question of ‘if’ but of ‘when,’” said Noah Elkin, principal analyst at eMarketer and author of the new report, “Mobile Advertising and Marketing: Moving to the Mainstream.” “A key factor pushing mobile advertising toward the mainstream is that mobile web access is fast becoming more the norm than the exception. This makes mobile a greater imperative than ever for marketers.”

Mobile coupon market to hit $43bn by 2016

A new report from Juniper Research says mobile apps are set to drive an explosion in the usage of coupon redemption by mobile. It says mobile coupons sit at the at the intersection of ads, payments and loyalty schemes, and are therefore ideally placed to profit from the boom in mobile commerce among bricks-and-mortar retailers. Juniper’s analysis certainly chimes with the general consensus among many in the mobile marketing space. The launch of Google Wallet is based around the belief that advertisers want to extend their advertising and CRM programmes to the mobile handset.

AdAsia 2011: Social, Local and Mobile – the three big shifts

The second session on ‘Decoding the new age consumer’ was all about numbers and new marketing models. Adil Zainulbhai, MD – India, McKinsey & Company Inc, started by drawing four different existing scenarios of developing global economies, the real scenario likely to emerge and the forces that will drive the forthcoming change and volatility. He said that it was a positive sign that about 59 per cent of the people had consensus on the emerging market development scenario; however volatility of markets, currencies and prices would remain high for the next few years to come.

Android share in Asia may hit 52% before year-end

Smartphones powered by Google’s Android may make much out of the telecom boom in the Asia-Pacific and grab up to 52 percent of the smartphone market share there before yearend, a research firm predicted. ABI Research said smartphone shipments in Asian markets will see a boost for Android-based smartphones, with market share increasing to 52 percent in 2011, up from just 16 percent in 2010.

Worldwide Mobile Phone Market Growth Picks Up: IDC

The worldwide mobile phone market grew 12.8 per cent in Q3, 2011, indicating a pick-up in growth after a sharp deceleration in growth rate in the second quarter ended June 30, over Q2, 2010, according to IT research firm IDC. The market growth had dropped to single digit level clocking just 9.8 per cent increase in Q2, 2011 over the year ago period due to weak feature phone market, which declined for the first time since Q3, 2009. In contrast, the total mobile market had grown 16.8 per cent in Q1, 2011.

Google chases brands, retailers as it ringfences mobile Web

As Apple continues on its quest to be the king of the applications world, Google is taking another route to the top – the mobile Web. Just because a desktop site can be viewed on a mobile phone does not mean it is mobile-friendly, Google said yesterday when it announced its newest initiative focused on driving innovation on the mobile Web. Mobile sites are designed for the small screen, with the needs of mobile users in mind.

A new wave in mobile commerce and content

Mobile content and mobile commerce have been industry buzzwords for several years with ongoing major developments ranging from the rise in global popularity of ringtones in 2003-04 (thanks to Crazy Frog) to the explosion in mobile applications in 2008-09 (thanks to Apple). Faster networks, smarter devices and the falling cost of phones and service plans have all fueled growth in mobile content and commerce. And now there is a new force changing the mobile industry: evolving mobile data-charging models.

 

News Execs: Mobile delivery offers profitable future to news business

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Mobile delivery has become an interesting topic during the Associated Press Managing Editors meeting in Denver wherein news executives said that mobile news delivery offers newspapers and other media companies a good opportunity to make money in the digital world.

President and CEO of the Associated Press, Tom Curley, said that media companies have lost revenue opportunities with the Internet but have the chance of changing the curve with mobile. He stated that the AP is having partnerships with dozen of newspapers to bring mobile advertising content to mobile devices, and assured the news execs that the mobile news delivery will be profitable.

Meanwhile, William Dean Singleton, the publisher of the Denver Post and the Salt Lake Tribune and Chairman of Associated Press is confident that the print media remains the most profitable segment in the industry and will continue to survive. Kate Marymont, vice president for news at Gannett Co, said that newspapers should sharpen their focus on what they do best, and outsource cheaply produced ‘commodity information’ such as sports scores and weather.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Sizing the Mobile Payments Market

Mobile payments, though they have yet to take off substantially in North America, are a hot topic, with major companies like Google joining startups in the space and hoping to grab a slice of billions of dollars in potential transactions. Research firms disagree on the current size of the nascent market, but project strong growth in mobile payments and their users.

Fueled by smartphones, daily deals, merchants embrace mobile marketing in a big way

Retailers can no longer rely on the flashing neon sign or the “clown on the corner” to draw in customers who are walking past the storefronts with their heads down looking at their mobile devices. That’s the message from Borrell Associates, which says it is seeing a dramatic shift in how small and mid-size businesses are embracing mobile advertising and mobile promotions. Mobile advertising is fast becoming the go-to choice for local businesses across the U.S., thanks to the fast spreading of social media, smartphones and daily deals and coupons…

Global Location Based Advertising Market to Reach $12.8 Billion by 2017

GIA announces the release of a comprehensive global report on Location Based Advertising (LBA) markets. The global market for Location Based Advertising is projected to reach $12.8 billion by the year 2017. With mobile Internet gaining in popularity and the proportion of smartphone sales increasing, LBA market holds enormous potential. The market is driven by favorable factors including spurt in number of GPS and Wi-Fi enabled phones, increased merchandising and shopping activity among consumers, growing popularity of mobile commerce, and increasing usage of Location based Social Network Services.

Smartphone Users Most Engaged with Ads While Shopping

Different mobile activities lead to different behaviors and engagement levels. With smartphones able to perform a variety of tasks, from communicating to information-seeking to shopping and beyond, consumers are spending more time with them than ever. And marketers have more chances than ever to reach them via mobile.

Smartphone growth changing mobile habits

As more Americans make the upgrade from traditional cellphones to smartphones, mobile habits are changing significantly – a development that should not be lost on businesses and their marketing departments. According to recent figures from research firm comScore, 234 million Americans ages 13 and older used a mobile phone during the three month period ending in July. Of those, 82.2 million owned smartphones, a 10 percent increase over the three month period ending in April.

Consumers Demand Personalized Messaging Across All Verticals

Brands of all stripes are working toward delivering personalized messages to their target audiences. Despite their best efforts, however, consumers say certain industries are not meeting their needs. Service providers, such as cable and utility companies, and regulated companies, such as insurance and finance brands, appear to be behind the curve in terms of delivering personalized digital experiences.

Asia-Pacific leads the world in smartphone use: Google/Ipsos study

ASIA-PACIFIC – It seems then when it comes to mobile phones, and smartphones in particular, there is no market quite like the Asia-Pacific. The region is ahead of the world’s most advanced economies in terms of smartphone and overall mobile phone penetration, a joint study by Google and Ipsos has found. The report, Smartphone Research on Mobile Internet and Market Trends, spanned 30 markets globally and 11 markets in Asia-Pacific. It found that the region as a whole had the highest mobile phone penetration in the world and a willingness to use those phones to shop and play that outstrips other markets.

Mobile internet – driver for mobile

The mobile communications market has been experiencing a global upswing. Smartphones, in particular, are appealing to even more consumers. This year, it is anticipated that around 400 million smartphones will be sold around the world. Above all, in Western industrialized nations, this boom is occurring at the expense of feature phones, which do not offer the diverse range of smartphone functions. These are the latest GfK Retail and Technology findings prepared for IFA 2011, which is taking place in Berlin.

Mobile internet use doubled in two years: ONS

Six million people accessed Internet over mobile phones for the first time. A new study by the Office for National Statistics (ONS) has revealed that the number of people connecting to the Internet using a mobile phone has nearly doubled in the past two years. The study showed that there were 17.6 million mobile phone Internet users in 2011, representing 45% of Internet users, compared to 8.5 million users (23% of all users) in 2009.

Asia-Pacific region remains a leader in the world’s mobile market

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Asia-Pacific is ahead of the world’s most advanced economies as far as Smartphone and overall mobile phone penetration, report said.

In a study conducted by Google and Ipsos, the Asia-Pacific region remains leading in the global mobile market. The region is ahead of the world’s most advanced economies in terms of Smartphone and overall mobile phone penetration.

The report (Smartphone Research on Mobile Internet and Market Trends) spanned 30 markets globally in which 11 markets were from Asia-Pacific. In its totality, the region had the highest mobile phone penetration in the world with the willingness to use those phones to shop and play, stripping out other markets.

Report further said that more consumers from Asia-Pacific region find their Smartphone more interesting than TV, compared to US consumers. Four countries surveyed in APAC had a higher Smartphone penetration – Singapore (62%), Australia (37%), Hong Kong (35%), and urban China (35%).

The APAC takes a lead at 78% compared to US region (31%).

TheTMSway made Hong Kong Tramway a real time interactive touch point

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As Martiros artist ad campaign made a hit at Hong Kong Tramway, mobile users were able to experience an exciting and personalized manner of meeting in person with the long hailed ‘one of the most successful and collected living contemporary Master Artists in the world’.

The Damina Gallery is a place that displays masterpieces of artists from US, Asia, and Europe – that includes Martiros, who is one of the most successful and collected living contemporary Master Artists in the world celebrating the love of life and freedom. With his art exhibits scheduled from May 9 to 28, 2011, all supporters of Martiros were invited to acquire for VIP invitations in an exciting and more personalized manners.

The interactive campaign, powered by TheTMSway via its telecom-free “touch point” system which associates   the new short codes (TMS Shortcodes) to the TMS code search engine (TMS Search), was launched and made a hit at the Hong Kong Tramway inviting all supporters to use the TMS code: VIP 2011 to receive a personalized invitation to meet Martiros in person. The call to action was: “visit TMSsearch.com on mobile to enter the code”.

Attached to the TMS code, an interactive (mobile) site was accessible where mobile users could watch videos as regards to Martiros and his works. Users were given also the privilege to specify a schedule of which they preferred to personally meet with the artist. The interactive site (automatically optimized for mobile and tablet devices) was also integrated with location map and social functionalities where all supporters can share the event to friends via emails or across Facebook and Twitter spheres.

From the tramway transformed into an interactive touch point, the campaign was ‘tagged’ by TMS to provide with real time metrics and data about user’s interaction, engagement, and social sharing behaviors.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Creative and mobile marketing ‘to be key for travel brands’

Travel brands will be embracing mobile marketing next year, the latest study shows. Travel brands expect to increase the emphasis they place on using creative channels like social media and web content, as well as mobile marketing, new research suggests. According to a survey of 325 travel brands, including airlines, agents, tourist boards and tour operators, from Frommers, 70 per cent of respondents are planning to raise their digital marketing spend next year.

The mobile Internet does not need apps

THE CO-CEO of Canadian Blackberry smartphone maker Research in Motion (RIM), Jim Balsillie has said that Apple’s idea that smartphones need apps is just plain silly and will die out quickly. Speaking at the Web 2.0 Summit in San Francisco, Balsillie said that you can bring the mobile to the web, but you don’t need to go through some kind of control point. Apple’s system for apps involves everything going through a central control point where they can be purged of anything that Steve Jobs does not like, he said.

Mobile banking revolution gathers pace, opens new frontier for profits

Kenya has been the birthplace of a banking revolution: with 65 per cent of mobile phone users now interested in adopting mobile banking services over traditional banking, according to a global survey last month by Netherlands technology firm Fundtech and research firm Aite Group.

Local Retailers Play Black Friday Catch Up with Mobile Marketing

Chicago, IL USA – Black Friday is just around the corner and mobile marketing and advertising is predicted to play a bigger role in driving in-store sales than ever before. “The 2010 holiday shopping season will demonstrate the strength of mobile marketing and advertising to drive in-store sales to the masses and introduce 2011 as what we and many other mobile experts believe will be the “stepping out” year for mobile.” says Scott Metcalfe, Chief Strategist at FetchLocalCustomers.com a Chicago based leader in local online marketing and local mobile marketing.

The Mobile Web: 3 Key Improvements

While mobile marketing has obviously seen explosive growth in recent years, 2011 brings the most significant mobile Web evolution as part of the overall mobile experience. With nearly 60 million Americans currently owning smartphones, the rapid growth and success of tablets, and improved user experience across devices, the mobile Web will become a much greater component to the multifaceted world of mobile marketing.

UK Consumers Are Doing More Online, More Often, With More Devices

Broadband access high, mobile web usage rising. UK internet users have embraced the web and its possibilities like never before, although some demographic groups remain offline. eMarketer estimates more than 44 million people are online in the UK in 2010 and nearly 70% of all households have broadband access.

Mobile Internet users in China to hit 800 mln in 2015

The number of mobile Internet users in China is on the path to reaching 800 million by 2015, and the total assets of the industry is to run over 100 billion yuan ($15.05 million), the Communication Information News reported Wednesday, citing a research report from the China International Capital Corporation Limited (CICC).

Asia: Fostering mobile innovation

The Asia-Pacific region is home to almost half the world’s mobile subscribers and includes some of its fastest-growing and highly-penetrated markets. As Total Telecom prepares to head to Hong Kong for Mobile Asia Congress 2010, we take a look at some of the key markets in the Asia-Pacific region.

Research and Markets: Cambodia – Telecoms, Mobile, Internet and Forecasts

Cambodia has managed a remarkable transition in building a vibrant telecom market. Despite the country’s status as one of the least developed nations in the world and whilst it remains one of the poorer countries in Southeast Asia, Cambodia’s efforts to expand and upgrade its telecom infrastructure have certainly been bearing fruit. There was very little infrastructure remaining from before the tumultuous Khmer Rouge days. As a result, Cambodia bypassed rebuilding the fixed-line market and quickly launched into alternative technologies, jump-starting its telecommunications infrastructure with digital technology.

Print Publishers Say Mobile is in Their Future

Eighty-five percent of print publishers surveyed by the Audit Bureau of Circulations believe that more people will rely on mobile devices as a primary information source in the next three years. That probably does not surprise you.

Mobile market continues to grow

According to recent research, global sales of both smartphones and traditional mobile phones continued to grow rapidly in the third quarter of 2010. The report, released by Gartner, examines the sales of mobile devices worldwide. Overall, 417 million mobile phone units were sold in the quarter, a 35 percent increase from the same quarter in 2009. Smartphone growth was even more rapid, with a 96 percent increase compared to the third quarter of 2009. Eighty-one million smartphones were sold worldwide during the quarter.

Africa Hits 500 Million Mobile Subscriptions Mark

The number of active mobile subscriptions in Africa crossed the half-a-billion mark in the third quarter of this year, to reach 506 million at end-September, according to research by UK-based Informa Telecoms & Media. The report, published on the researcher’s website said at the end of the third quarter of this year, Africa accounted for 10% of the world’s mobile subscriptions and was one of the world’s fastest-growing regions – with the subscription numbers increasing 18% over the year to September.

An apparel retailer launches mobile fashion alerts

Fashion emergency? Never fear, mobile fashion alerts are here. Women’s apparel retailer White House Black Market has launched FashionAlerts, location-based text messages that alert shoppers close to participating stores about upcoming in-store sales, online promotions, new product releases, sweepstakes and style tips.

TheTMSway and Campaign Asia launched a mobile competition in Asia-Pacific region

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Go to www.tmssearch.com on your mobile and enter the given code (IPAD 2010) to get the chance of winning a new  iPad.

TheTMSway is working with Asia’s marketing magazine (former Media Magazine) as the latter launched its pilot publication issue during an official rebrand as “Campaign Asia-Pacific” magazine.

Along with Campaign Asia-Pacific’s pilot November 2010 issue, a mobile competition “Win an iPad” campaign is launched to enable existing subscribers join the mobile competition where they can enter a given code “IPAD 2010” using their internet-enabled mobile phones.

“Win an iPad” contest is open to all subscribers of Campaign Asia (former Media magazine) and clients/customers of TheTMSway who are  at age 18 years and above.  The mobile competition detail can be accessed at http://tms.fm/ipad2010.

Competition Rules:

The following rules shall apply, together with any instructions or rules specific to this competition. By entering to this competition, participants are deemed to have accepted the following:

1) This competition is open to all customers of over 18 years of age, except for TheTMSway and CampaignAsia employees and their relatives, and anyone professionally connected with the prize offered in this competition. TheTMSway reserves the right to verify the eligibility of all entrants.

2) To qualify for and be entered into this competition, participants must log on to TMSsearch.com and enter the given code for the chance to win an iPad.

3) By taking part in the competition, participant shall warrant that all information submitted is true, current and complete at the time of submission. It is the participant’s sole responsibility to ensure that personal details and e-mail address are accurate, and that TheTMSway is informed of any changes to these. TheTMSway accepts no responsibility for any changes which are not properly notified from the time of submission of entry to the time of notification that the prize has been awarded.

4) All entries are the property of TheTMSway. By entering the competition, participants thereby assign absolutely the copyright and all other rights in the entry for the full period of the copyright.

5) TheTMSway reserves the right to disqualify an entry if it is incomplete or if there are reasonable grounds to believe that participants have breached any of these rules.

6) There must be only one (1) entry per user.

7) Prizes are non-transferable and there are no cash alternatives. TheTMSway will make reasonable efforts and costs to get the iPad to the winner.

8 ) All taxes, insurances, transfers and other expenses resulting from the prize are the sole responsibility of the winner, unless otherwise stated.

9) Failure to claim a prize within the time or in the manner specified may result in disqualification and the selection of an alternative winner.

10) TheTMSway reserves the right to alter, amend or close the competition as necessary.

11) In the case of any disputes regarding these rules, or the rules or instructions of a specific competition, the decision of TheTMSway shall be final and binding, and no correspondence shall be entered into.

The competition and these rules are governed by Hong Kong Law.