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8 posts from February 2008

February 29, 2008

Marketing Feedback Cards Go Digital Via Cell Phones

Here is a very interesting story from MediaPost, about a, well, non-traditional use of text messages:

WALK INTO ANY APPLE, JCPENNEY, Sony, or Wal-Mart store and provide instant feedback on products via text messages from cell phones. That's the long-term vision of Glenn Allison, who along with several other Northwestern University graduate students co-founded tech startup Mimieo to develop software applications for marketers.

It may be a long-term vision, but they've already got the technology in place:

The most recent, an online and mobile poll, asked consumers to rank how well they liked the entertainment value of each ad during the Academy Awards, and whether they were more or less likely to purchase the product after seeing the commercial.

On Oscar night, a panel of graduate students analyzed the data from polls and has published a report on the findings. High marks were awarded by viewers to JCPenney, MasterCard, Coca-Cola, and L'Oreal.

JCPenney introduced the American Living brand. The ads gave glimpses into American life, and a new brand catering to "family and home." A high percentage of both men and women enjoyed the ads, and indications of their preference for the brand increased. Mastercard's "Studious Pupil" commercial was one of the most entertaining. The ad featured a twenty-something guy in a shrunken shirt and red tie "searching for the priceless things in life."

The commercial got favorable responses from poll respondents, and ranked high in entertainment value, particularly among Facebook users. Coca-Cola and L'Oreal were winners, too, according to Allison. Consumers could vote through Facebook online and Apple's iPhone.

Read more at MarketingDaily.

February 28, 2008

Inaugural Text Messaging Competition Selects Non-Profit Winners From Kenya, Uganda, Mexico and Azerbaijan

Text Messaging isn't all about business:

Mobile technology organisation kiwanja.net today announced the winners of nGOmobile, a competition aimed at encouraging grassroots non-profits in the developing world think about how they could benefit from text messaging in their work.
...
Grassroots NGOs around the world were invited to submit short project ideas explaining how greater access to mobile technology - and SMS text messaging in particular - would benefit them and their work.

The top four entries, selected by a panel of distinguished judges, are being awarded a brand new Hewlett Packard laptop computer, two Nokia mobile phones, a GSM modem, kiwanja.net's own entry-level text messaging platform - FrontlineSMS - and a cash prize of US$1,000.

Read the entire release here.

February 22, 2008

Flat Rate Plans To Spur Growth In Mobile Advertising?

MediaPost's OnlineMediaDaily reports:

THE MOVE TOWARD FLAT-RATE, UNLIMITED calling plans by three of the major U.S. wireless carriers this week could help spur the growth of mobile media and advertising, say industry analysts and mobile marketing executives.

They view the unlimited $100 voice plans announced in succession by Verizon Wireless, AT&T and T-Mobile as fostering greater usage, and as a step toward all-you-can-eat offers that will eventually include data services. That would help turn the cell phone into a more ad-friendly platform as more people download content, send text messages and surf the mobile Web.

Unlimited data plans, coupled with the iPhone effect, could be a game changer.

February 21, 2008

The iPhone Is Changing Everything

Last week the Financial Times published an article about the iPhone, and some surprising data that Google uncovered. What Google found is stunning:

Google on Wednesday said it had seen 50 times more searches on Apple‘s iPhone than any other mobile handset, adding weight to the group’s confidence at being able to generate significant revenues from the mobile internet.

“We thought it was a mistake and made our engineers check the logs again,” Vic Gundotra, head of Google’s mobile operations told the Financial Times at the Mobile World Congress in Barcelona.

The iPhone represents the future of the mobile device market. As soon as device manufacturers  figure out how to produce phones as intuitive and web-friendly as the iPhone, we should see a dramatic shift in the way consumers use their phones, and in turn, the web. Google is confident that this is going to happen:

If the trend continues and other handset manufacturers follow Apple’s lead in making web access easy, the number of mobile searches will overtake fixed internet searches “within the next several years”, Mr Gundotra said.

Read the entire article @ the Financial Times.

February 14, 2008

The Tech of Obamamania: Online Phone Banks, Mass Texting and Blogs

We've already written (twice) about the Obama campaign's innovative use of text messaging, but this Wired piece explores the issue in greater depth:

The use of technology like blogs, mass texting and online phone banks has been key to Sen. Barack Obama's surprise sweep of recent primaries.

The Illinois senator's campaign has been making use of a range of technologies -- from ringtones to SMS -- to inspire Obamamania. And it's working. Obama's recent parade of victories in the primaries has given him a slight lead over Sen. Hillary Clinton for the Democratic presidential nomination.

"They've been using [texting] to get out the vote, which is incredibly smart because it gives people a way to take immediate political action," says Julie Germany, director of the Institute for Politics, Democracy and the Internet. "It's just what mobile technology is suited for."

There also having a bit of fun with their phones:

The campaign is even offering a ringtone mashup of Obama's speeches -- a 21st-century version of the campaign bumper sticker that is sure to be a conversation starter.

What could broadcast your hip, geeky, socially conscious status better than a phone with Barack Obama's voice ringing out to a club beat with: "We can have universal health care in this country! We can do that!"

Read the entire piece @ Wired News.

February 13, 2008

Report From OMMA Mobile: Madison Ave Not Ready For Mobile

MediaPost reports:

AGENCIES ARE GEARING UP FOR mobile advertising, but the process of mobile media planning and buying is still very much a work in progress, according to a panel of ad executives convened at the OMMA Mobile conference Wednesday

Buoyed by growing client interest in mobile ads, agencies are starting to field mobile specialists and acquire the expertise to help elevate cell phones to must-buy media. But incorporating mobile into the marketing mainstream remains a learning process for both Madison Avenue and advertisers.

Of course you could always bypass an expensive Madison Avenue shop and work directly with a company that is dedicated to mobile marketing.

February 01, 2008

The Mobile Implications Of A Microsoft-Yahoo Merger

mocoNews asks, "What could a tie-up of Microsoft (NSDQ: MSFT) and Yahoo (NSDQ: YHOO) achieve in the mobile space?" Let's look at the press release:

Emerging user experiences:  Our combined ability to focus engineering resources that drive innovation in emerging scenarios such as video, mobile services, online commerce, social media, and social platforms is greatly enhanced.

As mocoNews notes, "Both have been busy the past year building out their mobile services and strategies." You can be sure that when considering this potential acquisition Microsoft isn't merely looking at search advertising (the past, and the present); they are also looking at mobile (the future). As Google CEO noted yesterday, the iPhone is just the "first of a whole generation of products" that will exploit search technology. "With those search opportunities comes ad monetization," said Schmidt. 

In-Stat: Cell Phones Will Morph Into Wallets By 2012

U.S. CONSUMERS ARE MOVING CLOSER to being able to use their cell phones as mobile wallets, according to a new study.

The report, by technology research firm In-Stat, projects that by 2012 between 8 million and 30 million customers in North America will be making contactless payments via cell phone. The key is incorporating the short-range wireless technology into handsets and payment systems that make such transactions possible.

As mobile phones morph into mobile wallets, and the mobile advertising platform expands and matures, marketers will essentially gain the ability to display targeted ads in customer's wallets...

Read the entire story about the In-Stat report at OnlineMediaDaily.