Mobile Marketing

Marketing reach and targeting are being augmented by mobile marketing. Mobile marketing is connecting with consumers via mobile media. The technology allows reaching specified consumers via SMS, smartphones and bluetooth.

Q1. What is the potential for marketing using mobile technology?

Q2. How effective do you think it could be?

Q3. What limitations or drawbacks can you identify?

Techtarget has a dedicated web site:

searchmobilecomputing.techtarget.com

A definition provided is:

- What is mobile marketing?

Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.

Some mobile marketing is similar to advertising delivered over other electronic channels such as text, graphic and voice messages. SMS messaging is currently the most common delivery channel for mobile marketing. Search engine marketing is the second-most common channel, followed by display-based campaigns.

The expanding capabilities of mobile devices also enable new types of interactive marketing. New mobile marketing channels include:

• location-based service (LBS), which involves detecting the area the user is connecting from (geolocation) and sending marketing messages for businesses in that area.
• augmented reality mobile campaigns, which overlay the user's phone display with location-specific information about businesses and products.
• 2D barcodes, which are barcodes that scan vertically as well as horizontally to include much more information. A mobile user can scan barcodes in the environment to access associated information.
• GPS messaging, which involves location-specific messages that the user picks up when he comes into range.

The Kelsey Group, a marketing research company, predicted that the mobile advertising industry would grow from to $3.1 billion in 2013, up from $160 million in 2008. The firm also predicts that mobile search marketing will account for 73% of mobile marketing by 2013, up from 24% in 2008, and that SMS-based campaigns would shrink to 9%, down from 63% in 2008. Display-based campaigns are expected to stay relatively steady, up to 18% from 13%.

Who Owns 'Total'?

In another fight over branding, Colgate is suing Chattem and Johnson & Johnson for trademark infringement over the word “Total” in Chattem’s branding of Act mouthwash as well as using the same concept in its TV advertisements.

From bNET
"Chattem made many public statements, indicating that it was aware of the value of Colgate-Palmolive’s TOTAL Brands, that it saw “great potential for bringing the Total concept … into the mouthwash category,” and that its plan was to launch a mouthwash trading off the unique concept and goodwill of TOTAL."

Q1. Why is branding important?

Q2. What is the value of a brand name?

Q3. Does Colgate have a case?

The Property Market On-line

In the last year or so there has been a quiet revolution in advertising real estate. While real estate agencies took advantage of an on-line presence early on, it wasn't until the media giants entered the on-line advertising business that real estate advertising took off on-line.

www.realestate.com.au (REA Group - News Corp)

www.domain.com.au (Farifax)

http://maps.google.com.au/help/maps/realestate

http://www.youtube.com/watch?v=TpSoAue9bf0

The core problem is that the operators of the property web sites pay Google for advertising and keyword paid searches. But Google has now launched its own service that aggregates all the other property listings on Google Maps.

From The Age 27/07/09

"Google has 92 per cent of the search advertising market and this year is expected to book revenues close to $1 billion."

"Google is moving from being a search engine to a portal. Instead of sending you to other websites — which have paid money to be there on its listings — it is now serving up the end data itself.

"That then raises the question: why would you need to go to the other sites and why would they then pay Google money [for search keywords]. Google has opened up a Pandora's box of questions."

Q1. What are the marketing issues here?

Q2. How will the emerging on-line advertising affect the property market?

Q3. Who are the key players in this market?

Neural Marketing

- Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically monitoring brainwave activity, eye-tracking and skin response.

Forget about demographics, psychographics, benefits and values driving consumer behaviour! We can now get straight to the very core - your brain. With MRI scans we can tell how people respond to advertising by mapping which part of the brain is stimulated.

posted nov. 9, 2004

"But some companies are taking the practice several steps further, commissioning their own fMRI studies à la Montague's test. In a study of men's reactions to cars, Daimler-Chrysler has found that sportier models activate the brain's reward centers -- the same areas that light up in response to alcohol and drugs -- as well as activating the area in the brain that recognizes faces, which may explain people's tendency to anthropomorphize their cars."

Google: This Is Your Brain On Advertising

by Mark Walsh, Thursday, October 23, 2008, 11:03 PM

"Now Google is applying "neuromarketing" to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers' attention and boost brand awareness.

YouTube-owner Google has championed overlay ads--which appear in the lower third of video screens--as a less intrusive alternative to pre-roll ads."

Investigate Neurofocus

Watch a CNN news report

Q1. Are there any ethical issues with neural marketing?

Q2. How effective do you think neural marketing could be?

Q3. What is the relationship to Behavioural Targetting?

Business Risks of Social Networking

The enthusiastic take up of social networking web services is showing up some serious issues of privacy and business risk.  In the early days of 'chat rooms' the risks were of unwanted attention from strangers and using pseudonyms or nick names to hide identity.  The style now is to reveal your identity and communicate relatively openly with your 'friends'.  The problem still remains, that your friends may not be that friendly.

Employers are also using social networking sites to check up employees and applicants for jobs.  There is an emerging private investigation business, that will do internet searches to gather information on people.  On the other hand businesses are at risk from employees revealing commercially sensitive information, or criticising their employer publicly.  The media had a few reports of recent events:

1. Digging up dirt: Facebook spies for hire - The Age 17/04/09
2. Telstra lays down the law on Twitter - The Age 20/04/09
3. Spokeo - people finder service
4. Enter 'people finder' into a search engine

Digital Radio?

The Age March 26 2009
"Commercial radio stations in Sydney, Melbourne, Brisbane, Perth and Adelaide will start broadcasting digitally in May and the ABC and SBS will come on line some time later - the ABC is forecasting July."

...

"What's your digital status?

Are you a native, an immigrant or an alien? Like it or not, the people launching digital radio have you pigeonholed.

Natives are people under 20 who have lived with digital technology all their lives. They'll be quick on the uptake with digital radio - you've heard of ducks and water. The only thing limiting them will be their constant shortage of money. Talk to them about digital radio and they'll ask: "What does it cost?"

Immigrants are a bit older. While they weren't brought up with digital technology, they are adapting to it, some faster than others. Their conversion to digital radio may take longer and could necessitate some focused persuasion - um - we mean advertising. Talk to them about digital radio and they'll ask: "What's in it for me?"

Aliens are mostly older people who can't see any reason to change - they find digital radio about as enticing as digital television. Some may swap over when they're given digital radios as gifts and they discover how easy they are to operate; others never will. Talk to them about digital radio and they'll ask: "What's digital radio?""

Q1. What are the key benefits to consumers?

Q2. What are the opportunities for marketing?

Q3. How could digital radio change radio broadcasting business models?

Australia in the Digital Economy - Trust and Confidence

ACMA March 2009

http://www.acma.gov.au/WEB/STANDARD/pc=PC_311655

The Australian Communications and Media Authority (ACMA) has just released an interesting report on the trends in the take-up and use of the internet by Australian consumers.

The evidence is that the growth and uptake of the internet is approaching saturation in Australia. However consumer behaviour in relation to e-commerce has a long way to go yet. Some of the interesting statistics:

1. Over 11 million use the internet for a variety activities
2. 27% prefer the internet as a source of information rather than radio, newspapers and TV
3. Over 80% of 18-64 year olds use the internet. Only the 70+ year olds have less than 50% usage.
4. Education level affects usage. Of those who have achieved senior secondary school or higher over 80% use the internet.
5. There is a very positive attitude to use of the internet, which declines with age, but stays relatively high across education levels. However there are significant concerns about privacy and security.
6. There is still a significant barrier to internet use for some due to the complexity and technology.
7. However internet users’ measures against online risks and dangers are quite low with less than 50% have anti-virus software and about 22% having a firewall.
8. There is a low level of knowledge of risks and measures to reduce risk.
9. Just over 68% are self-taught and less than 18% received formal training.
10. All internet users rate themselves as having average or well above average skills.

Q1. How would you describe the take-up of the internet from a marketing point of view?

Q2. What should internet marketers pay more attention to in the light of these results?

Q3. What are the emerging marketing opportunities?