Mobile Groove

Since launching its permission-based marketing service with Indian mobile operator Aircel in November 2010, mobile messaging media company Blyk reports over one million opted-in users. But the milestone doesn’t only confirm the attraction of a model that delivers advertising to people with their permission and in tune with their preferences. Blyk country manager Shubhodip (Shubho) Pal reveals the company has also tested (and proven) brand new approaches to raise awareness and acceptance of Aircel’s service among Indian youth.

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Aircel gets high marks for understanding and responding to the requirements of its user base. With some 54 million customers — 34 percent of them in the 16-29 age bracket — a permission-based, youth-centric service focused on delivering relevant advertising about trendy brands makes business sense.

Seth Godin has written thirteen books that have been translated into more than thirty languages. Every one has been a bestseller. He is arguably the most influential marketer in the world and the most vocal when it comes to the need for permission-based marketing.

At a terrific three-hour workshop I attended recently, I asked Godin for his views on how mobile has changed – and will continue to change – marketing.

Last week I attended two conferences in New York (the Mobile Marketing Association’s Mobile Marketing Forum and Jeff Pulver’s 140 Characters Conference) that showed how far we’ve come in the mobile industry.

First, my report on the MMA event, which offered the audience of 700+ attendees a mix of introductory content and advanced material. There were many highlights although some sessions covered well-traveled ground and were targeted to those new to mobile. The buzz centered on smartphones, location-based services, privacy, and the spirited and ongoing apps vs. the mobile Web debate.

#DearKen I’m under increasing pressure to show results from my team’s social media efforts. Does my company need a social media rock star?

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Thank you for your question. Yes, your company must must must have a social media rock star. The twist? It’s you!