Mobile Marketing Blog by InMovil Media

Advertisers recognized the current iPhone as a new marketing platform and some even developed campaigns targeted to iPhone users. Although it was a it is a good looking device, the phone’s slow Internet speed was a real shortcoming. However…

The new iPhone, which Apple CEO Steve Jobs is expected to unveil next week, will be a high-speed 3G model. With the new iPhone connecting to the web is faster and less frustrating, this will improve the user experience for example for downloading music and videos.

Another great prospect are rumors that the iPhone will come equipped with GPS, this makes it possible to pinpoint where the device is being used. The ability to target users in this manner is particularly appealing to marketers.

“Both from the marketing side, as the consumer side, there is the promise of location- based targeting,” said Tim Ruisbroek, director of InMovil Media, a mobile marketing firm. “Marketers get re ally excited about this.”

For years, the advertising business has been waiting for mobile marketing to catch on. Mobile Advertisers have to work with an array of service providers and device makers with different capabilities. Therefore making mobile campaigns for large audiences is diffucult job.

While the 3G iPhone won’t solve all these problems, however marketing experts believe it will help advertisers to deal with mobile phone shortcomings.

Moreover, Apple is putting pressure on other hand set companies to come up with “iPhone killers” that make the whole mobile phone experience faster, easier and more userfriendly.

Rivals are also making mobile-ad moves. For instance, Finnish phone giant Nokia purchased mobile-ad company Enpocket last year, while Google is expected to rock with their open-source software “Android”, for mobile phones in the fall.

All in all the conclusion is the mobile industry is moving fast powered by the urge for marketers to use the mobile channel ready to deliver highly targeted ads and create the best advertising medium so far.

Contact us to see how we can help your business to monetize this mobile advertising medium.

To stay in the mobile marketing report sector of the Asian region I encountered the following report.

Research and Markets (http://www.researchandmarkets.com) has announced the addition of a Chinese Mobile Advertising Report to their offering.

This report incorporates the knowledge of an experienced and on-the-ground China-based research team with extensive interviews of over 35 leading industry players to deliver an insightful,  overview and analysis of China’s mobile marketing and advertising industry. It cuts through the hype of what will be possible when 3G is used to its full potential and the spin of officially released company statistics to reveal what opportunities genuinely exist in the chinese market, which companies are really making money with mobile marketng, and what challenges confront further industry growth.

Key features of the report include:

-Market Size and Growth Forecasts

-SMS, MMS, and WAP Push

-WAP, Mobile Search, and Mobile Video

-2D Barcode, LBS, and Mobile In-Game Ads

-Company Profiles of over 35 Major Industry Players

-Network and Platform Infrastructure Development Status

-Case Studies

China’s mobile marketing and advertsising sector, supported by a surge in the mobile subscriber base to over 530 mn and active WAP users to over 40 mn, is on track to grow  55% in 2008. Looking to take advantage of the mobile medium’s ability to deliver highly customized and segmented  mobile marketing campaigns, major brand names like Nike and Coca-Cola have also begun to spend significant resources to mobile advertising in China. At the same time, new mobile ad agencies and applications developers have emerged to drive market development.

More and robust growth in China’s mobile advertising market, faces a variety of challenges, including the ongoing delay in issuance of 3G licenses, stricter anti-spam and personal information security regulations, an operator-centric business environments, policy uncertainties, and a lack of established third-party monitoring and measurement organization.

With company profiles of the leading public and private companies in China that use mobile advertising, this report provides valuable strategic insights - particularly to enterprise, private equity, venture capital, and hedge fund investors, advertisers, ad agencies, and mobile advertising professionals - for successful engagement and investment in the industry.

Please contact us to help you to market your business in China with mobile marketing.

M:Metrics has published mobile marketing data which reports that young males are a rich target for mobile advertisers, as among mobile phone users 36 percent of 18 to 34-year-old men accessed mobile media in February. Men in this age group are also highly receptive to SMS advertising and marketing, with 9 percent response rate, versus a 4 percent market average.

In Western Europe, the male population is inclined to browse and download content on the mobile Web. A quarter of all male mobile phone users accessed mobile media, like for example mobile websites, compared to just under 19 percent of women. The audience is also quite young: 28 percent of 13 to 17-year-olds consume mobile media, only 12 percent of those 55 and older do.

“Reaching the 18 to 34-year-old age demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media,” observed Paul Goode, senior analyst. “According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 percent of mobile media users, compared to only 29 percent of TV viewers.”

Interestingly, U.S. mobile users are more active consumers of mobile media and they use the mobile medium in a different way. As unlike Europeans they use SMS less frequently for news and information retrieval and are more likely to have data plans, which impacts mobile content consumption directly. Among Europeans, the UK has the highest percentage of mobile media users, at 26.8 percent, while Germany and France lag, at 18.4 percent and 18.5 percent, respectively.

“In Great Britain, mobile media is attracting a highly desirable audience that is 44 percent more likely to be defined as ‘cash rich, time poor’ than the market average,” said Goode. “In fact, data from TGI M:Metrics confirms that one third of all UK mobile media users agree they are tempted to buy products they’ve seen advertised.”

“Since the early days of mobile marketing an advertising, SMS advertising has been an effective way to reach the masses, but advertises are now actively looking at the mobile web to access new audiences,” said Goode. “According to TGI M:Metrics, adding mobile to a media plan increases the efficiency of reaching key target groups, a metric that will continue to improve with the growth of 3G and smartphone ownership.”

Contact us to see how we can help you to reach your target group via SMS or the mobile web.

Anyone who doubts how important mobile phones are and will become as a platform and marketing medium needs only to look at the latest Pew Internet & American Life report. Cellphones are now more important to US adults than the internet, television, landline phones, and email. In addition, an increasing number of consumers are using their mobile phones for things other than voice communications, including accessing mobile internet content.

Pew conducted a telephone survey of 2,054 US adults in December, 2007 (500 were reached on their cellphones) and found the following:

Pew segments the data by race, age, and, in some cases, income. Among younger uses, as one might expect, the trends become even more pronounced:

18-29 year olds: Ever done (%) Typical day (%)

Send or receive text messages 85 60
Take a picture 82 31
Play a game 47 16
Send or receive email 28 10
Access the internet 31 14
Record a video 34 6
Play music 38 16
Send or receive instant messages 26 9
Get a map or directions to another location 18 6
Watch video 19 6

Just a day earlier, comScore reported that the number of users who access the Internet through mobile broadband connections (predominantly using a PC) had grown by 154 percent in a year. Currently, roughly 1 percent of the US online population uses mobile broadband to get online but those numbers should increase dramatically as the mobile infrastructure continues to develop — and more people use 3G mobile networks on their cellphones for internet access.

Do you want more information about how we can help your company to use mobile marketing  and mobile internet to connect to your customers please contact us.