New mobile marketing guidelines for Bluetooth campaigns have been developed by the Direct Marketing Association for the U.K. and other markets, and are designed to protect users from "spam." Good move.
http://www.dma.org.uk/_attachments/resources/4756_S4.pdf
Sunday, April 12, 2009
DMA Bluetooth Marketing Guidelines Released
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
Bluetooth-Based Mobile Marketing Campaigns
Though most mobile marketing campaigns up to this point have been based on use of text messaging (short message service), more common availability of Bluetooth also offers an opportunity for proximity messages over short distances, without the expense of the data network, says Mark Brill, Direct Marketing Association Mobile Marketing Council chairman.
That means creating a local Bluetooth zone at a physical location with high traffic, such as restaurants, public transit stations, bars or retail locations, able to reach users within a relatively confined area of possibly 260 feet in diameter.
"The key to a successful Bluetooth proximity marketing campaign is to provide a clear incentive or offer, explain why you are communicating and gain the trust of the user," he says.
About 30 percent of people have their Bluetooth turned on all of the time, mostly to use hands-free headsets. The TV show "Lost" has used such a technique to promote the new season by allowing users to download wallpaper and ringtones, images or a trailer.
Bacardi Rum has used Bluetooth at music festivals, sending drink vouchers and allowing users to send their own photos and messages to a large screen at an event.
Levi’s Jeans has equipped personnel with backpacks equipped with Bluetooth units and small screens.
Still, there are issues. A Bluetooth connection to a mobile does not provide the marketer with a phone number or user information, so tracking a user requires some form of registration. As always, opt-in rules are needed as well.
http://www.mycustomer.com/cgi-bin/item.cgi?id=134286
That means creating a local Bluetooth zone at a physical location with high traffic, such as restaurants, public transit stations, bars or retail locations, able to reach users within a relatively confined area of possibly 260 feet in diameter.
"The key to a successful Bluetooth proximity marketing campaign is to provide a clear incentive or offer, explain why you are communicating and gain the trust of the user," he says.
About 30 percent of people have their Bluetooth turned on all of the time, mostly to use hands-free headsets. The TV show "Lost" has used such a technique to promote the new season by allowing users to download wallpaper and ringtones, images or a trailer.
Bacardi Rum has used Bluetooth at music festivals, sending drink vouchers and allowing users to send their own photos and messages to a large screen at an event.
Levi’s Jeans has equipped personnel with backpacks equipped with Bluetooth units and small screens.
Still, there are issues. A Bluetooth connection to a mobile does not provide the marketer with a phone number or user information, so tracking a user requires some form of registration. As always, opt-in rules are needed as well.
http://www.mycustomer.com/cgi-bin/item.cgi?id=134286
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
Saturday, April 11, 2009
Mobile Fusion: Mobile Rendering on the Fly
MoFuse, or Mobile Fusion, is a Web application that allows a user or company to easily and instantly create a mobile version of a blog or Web site.
If a blog or site has an RSS feed, MoFuse will use that as the main source of content for a new mobile site. The advantages are obvious. Content creators can continue to create "PC" sites and MoFuse will do the translations. MoFuse also can create static content pages.
http://fuelingnewbusiness.com/2008/08/28/mobile-marketing-for-advertising-agencies/
If a blog or site has an RSS feed, MoFuse will use that as the main source of content for a new mobile site. The advantages are obvious. Content creators can continue to create "PC" sites and MoFuse will do the translations. MoFuse also can create static content pages.
http://fuelingnewbusiness.com/2008/08/28/mobile-marketing-for-advertising-agencies/
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
Best New Google Voice Feature: Visual Voicemail
Some of us prefer text messages of any sort to voice messages of any sort. So the best new feature of Google Voice, compared to GrandCentral, is the automatic speech-to-text feature, so now I read my "voice" mails, instead of "listening" to them. Very useful.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
Mobile Marketing Growth: Inevitable Result of Mobile Web
There's a simple reason so many executives and practitioners now are exploring mobile marketing: Industry executives widely believe mobile computing devices will be the "primary" Internet access device for most people, globally, by 2020.
More than three quarters of the expert respondents (77 percent) recently surveyed by the Pew Internet & American Life Project said they agreed with a
scenario that posited that the mobile computing device will be the primary Internet communications platform for a majority of people across the world by 2020.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
Advertising Hits Tipping Point; Mobile Video Hasn't
It is probably worth noting, with significant attention focused on substitution of mobile and Internet video for traditional packaged multi-channel video, that there's lots of activity, money and attention focused on substitution of other services such as advertising.
And advertising already is at an inflection point: video isn't there yet. That's important for anybody who thinks they may have a chance to build a business based on changes in user behavior.
And inflection points are crucial. Move too early and you die. Move too late and you miss the opportunity.
The analogy: assume firms have a chance to establish themselves when water turns to ice or to steam. Since most major changes in established markets do not occur overnight, the analogy is a gradually rising or falling temperature. For a long time, it appears as though not much is happening.
But then the quantum change occurs. Almost instantly, water changes to gas or forms ice.
That's pretty much what happened to the U.S. newspaper business in early 2009: an accumulation of decades worth of changes produced a quantum change. Video is not there yet. Advertising is, in at least one segment of the business.
Since the tipping point has been reached, we should expect change at a faster rate than has been happening.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
Skype Founders Want to Buy it Back
Skype's founders are said to be raising money to buy Skype back from eBay. They sold it for $3.1 billion and eBay appears to want $1.7 billion. Aside from the obvious deal economics, Skype's founders have gone almost nowhere with their follow-on video business.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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