Editor's note: A string of reports, posts and this recent podcast interview with Alan Moore all echo the same message: permission is a must in mobile marketing. It all starts with opt-in – but how should mobile operators approach the process? What are the best ways to obtain key bits of personal information to improve segmentation and enable the delivery of marketing messages the individual will accept and – more importantly – value? This week the Optism team provides hands-on advice and a helpful checklist to guide mobile operators through this important process.
In recent blogs, we’ve talked about the importance of permission and what permission means to different stakeholders. This week, we’re looking at best practices for getting people to opt in to a mobile marketing service.
Tomi Ahonen tells us there are now 5 billion active mobile phone subscriptions out there, so it’s understandable that advertisers are keen to gain access to the mobile mass audience. But first, operators must entice their customers to opt in for the service and provide them with clear value to keep them engaged.
In brief: Continuing the extremely popular podcast series looking at the business value of engagement marketing and the perfect fit with mobile. Alan Moore, a brave industry voice, frequent speaker and founder of the Engagement Communication Consultancy SMLXL tells us why (and how) brands can remain relevant by interacting with people who want to hear what they have to say in the first place.
As promised we continue with this special series speaking with the stakeholders – brands, agencies, operators and people -- to discuss the pivotal importance of permission and preferences in mobile marketing and identify the real-life examples that set the bar. As Alan Moore,
Editor's note: Text messaging is more than a means of communication; it's a mass medium – with the emphasis on mass. It's universal (anyone can use it), it's effective (capable of reaching millions across the planet and returning direct responses within seconds), and it's ours (SMS is a language native to mobile phones created by mobile users). Mark Hawkins, Director of Communications at the Mobile Data Association (MDA) – the U.K.’s longest established mobile industry association – explains how lesser known areas such as mobile CRM, mobile health and conversational marketing bode well for the future of text messaging and mobile data.
Text messaging allows companies and brands to interact with mobile users everywhere. From appointment reminders, to remote diagnosis, to more personalized mobile marketing pitches, these conversations are driving new growth and new business models.
July 28, 2010
Posted in Guest columns, Mobile Marketing, Mobile Research | 1 Comment »
In brief: An overview of new content and projects at MSG. Look for exclusive posts and podcasts that showcase mobile industry rock stars (thanks to the great people at MLOVE) and highlight the mobile case studies transforming the developing world (courtesy of Matthew Dawes, who organizes must-attend mobile events across Africa).
MSG is on a mission to amplify the voices of individuals we should/must hear and provide a platform to organizers of path-breaking events and happenings. A raft of new partnerships and collaborations with a high-caliber mix of mobile companies and event organizers deliver on both counts, allowing MSG exclusive
July 27, 2010
Posted in Events, Featured | No Comments »
In brief: Moving on with another in the “best of” selection of executive interviews from the Netsize Guide 2010 we examine how innovation in user-centric design and user-centered services are improving lives and livelihoods in developing markets. Susan Dray, President, Dray & Associates, walks us through the real-life examples that set the bar.
Despite the excitement about the advance of the iPad and the avalanche of smartphone apps, the real innovation is in services that harness universal tools and technologies, such as text messaging and speech recognition, to reach (and empower) every person on the planet.
July 26, 2010
Posted in Mobile Research, Usability | 1 Comment »
Editor's note: Reach and frequency are what brands may think they require for effective advertising. But a raft of reports and recent articles shows that asking permission first is more than good manners; it's business best practice. In her regular column Lisa Ciangiulli, Director of Marketing, Global Advertising Solutions, Alcatel-Lucent, examines digital youth's increasing demand for mobile marketing with a more personal touch.
Some five years ago, Mizuko Ito, a cultural anthropologist at Keio University in Japan, burst on the scene with what was back then an amazing observation.
