Rory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, challenges the view that mobile is somehow in its infancy and has yet to grow up and compete with the Big Boys (such as online, TV and print) that continue to account for the lion share of advertising spend.
As Rory sees it: the proper way to measure the importance (and effectiveness) of mobile in the marketing mix is not to look at spend. The cost of developing a brilliant text-based mobile marketing campaign may be minimal, but the impact can be tremendous.
In the countdown to Apps World Asia (September 1-2, Singapore) we speak with Tak Miyata, senior vice president of global business at Mixi, the fast-growing and number one social network in Japan about Mixi's strategy to expand its communications platform, enable third-party developers to make mobile apps for its members and encourage commerce that bridges online (digital) and offline (physical).
Mixi started out in 2004 allowing its users to post photos, share comments and links, and interact on community pages and forums based on themes ranging from recipes to rock-n-roll.
August 30, 2011
Posted in Events, Mobile Apps, Mobile Commerce, Podcasts | 1 Comment »
Author: Carsten Brinkschulte
The bombshell news that Google is snapping up Motorola continues to shake up the industry this week, with watchers and insiders debating the massive implications for the global mobile ecosystem. But what about the long-term consequences for Android? Carsten Brinkschulte gives us three reasons why this could backfire and even close the door to an open operating system in the market altogether.
August 29, 2011
Posted in Guest columns, Mobile Apps | No Comments »
Change is the universal constant. Some of it gradual and some of it dramatic. Mobile falls into the latter category, with deep and gripping disruption leaving its mark on the mobile industry rocked by surprise announcements on an almost daily basis. Last week Google snapped up Motorola, and this week we learn that Steve Jobs --the King of Disruption -- has resigned.
Following the first shockwaves when the news hit, I reflected on my blog about how extraordinary minds create technology that disrupts.
There hasn’t been a bigger or better disrupter in this century than the now former Apple CEO.
August 26, 2011
Posted in Guest columns, Mobile Marketing | No Comments »
A last call for entries for the Effective Mobile Marketing Awards organized by Mobile Marketing Magazine. The deadline to submit your campaign (no entry fee, BTW) is Friday, August 26th. (However, David Murphy - friend, esteemed colleague and editor of Mobile Marketing Magazine -- tells me there will likely be a few days grace for those struggling, so get started on those entries!)
August 24, 2011
Posted in Mobile Marketing | 1 Comment »
How and why should brands and marketers take advantage of the unique characteristics of mobile to connect with us at the moments we need them most? Rory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, tells why marketers need to think beyond reaching a target audience.
As Rory sees it: The real power of mobile is context. It allows brands to interact with people during target moments (I need something now), target moods (I want something now) and target mindsets (I am considering a purchase, for example). Another reason brands need to focus on this: Google can't.
