|
|
According to Gartner, by 2010, 20% of all email accounts will be mobile. Unfortunately the findings do not point to the type of activities (sending, receiving, opening attachments such as multimedia) that consumers will engage in, but it does predict that mobile email will take share away from SMS. Does this mean email is not for old people after all? :)
What does this mean for marketers?
For one thing, it may behoove you to start to get into the habit of checking your email newsletters on various handsets. For me, the main place I read email newsletters is on the go. While everything looks good on an iPhone, this was not the case with my Blackberry Curve.
Here is another interesting sound bite from this report:
"Convergence will happen on the client side, hiding technology complexity from users and allowing them to focus on messaging content. By 2017, wireless email will be fully integrated with other messaging tools into personal, converged communications," added Basso.
I fully agree with this statement. The mobile phone will become eventually become a true palmtop computer (much like my iPhone) and users will increasingly find little differentiation in the common tasks they do from device to device.
As for content, I still believe content consumption will always be a different story on the palmtop computer. Place and time will always play a factor.
Tags: Gartner, SMS, Mobile, MMS, iPhone, Convergence, Palmtop, Marketing, Blackberry, Curve
(pre-requisite reading :) ). Much of my interest in the concept of "eventness" is due to Brad, so I recommend heading to his blog and seeing what he has to say first.
Brad Berens of Mediavorous and iMediaconnection always has a way of challenging me that extends the conversation started on both my blog and the articles that I write for iMedia. These types of challenges are the reason that I write, so for all of you who want to challenge anything I write about, bring it on!
In reaction a recent article that I wrote Brad wrote an incredibly insightful post. Here is an excerpt from that post:
The excess, the eventfulness, happens in what ISN’T recorded for posterity. It’s not enough for one avatar to meet another avatar that happens to be worn by Rachel Leigh Cook. What makes it eventful is what’s happening elsewhere in the user’s life and consciousness that complements, extends, distracts or disrupts the Rachel Leigh Cook encounter. Cognitive oscillation of focus between the encounter and the context of the encounter is what will make something truly memorable.
As always, Brad has a great point!
In my article, I focus more on the central force of an event that I use to exemplify my point. While this central focus is of critical importance to making the event a success, it is not necessarily critical in providing the necessary components for “Sobytiinost’”. These components may never be fully known, for as Brad writes, they are not necessarily recorded. They are comprised of the social interactions that occur beyond the core event. They occur within the context of the event.
It is still pretty early in the morning and I have a ton of work to do today (as well a big meeting in Stamford) so I am left with a question that I wish to throw out to Brad and the rest of the AMediaCirc.us crew while I ponder it throughout the day.
How can the context of an event be leveraged (for marketers) in the interactive space in such a way that takes full advantage of the medium?
Online, in a more static environment contextual targeting can be employed fairly easily and can be pretty effective (i.e. Adsense). I have also seen attempts to create dynamic advertising in Second Life based context, but as you can see, it is far from perfect.
I will continue to think about this but I can use your help!
Tags: Brad Berens, Eventness, Adsense, Second life, Sobytiinost, Contextual Advertising, Contextual, iMedia, iMediaconnection
|
So You Think Virtual Worlds Are A Fad, Do Ya?
I am sick of hearing all this worthless, Second Life bashing. I was about to list all of the fair-weather journalists who were praising Second Life 8 months ago, and are now bashing Second Life. You know know what, those are the people that really need a life! Look at the bigger picture that is glaring at you from the gorgeous eyes of your children. (had to get that out of the way, now on to some news).
More Great Stuff From MTV
MTV continues to prove their belief in the power of virtual worlds and transmedia storytelling with a new initiative for their hit show, "The Hills". MTV once again proves they understand how to monetize a franchise. This new initiative is based on the release of the 2nd season of show:
By pre-ordering the DVD, you'll receive an invitation to enjoy an exclusive Virtual Hills viewing party on Friday, August 10 at 6 p.m. ET - with Lauren and Audrina - in which you get a VIP advanced screening of the third season premiere of "The Hills," three days before its television premiere on Monday, August 13 at 10 p.m. ET/PT.
Brilliant entertainment, franchise marketing!
Wallace and Gromit 2.0
Ok, this has nothing to do with Wallace and Gromit (what a shame) but it is brought to you by the makers of the our favorite claymation characters, Aardman Animations. Have a look at their new virtual world called, WebbliWorld. Like many of the other virtual worlds aimed at children Webbliworld has its own currency, Webbles. If you are lucky you may even be the worlds first WebbliOnaire (ok guys, c'mon :) ). I have not signed up for this one yet. Maybe later today.
Virtual Fashion
I am a little late with this one, but it is still cool. Have a look at what H&M is doing with the Sims. I thought it was pretty interesting they decided not to work with Second Life, and you know, it may have been a smart move.
Finally, head over to Virtual World News for an in depth discussion with There.come CEO, Michael Wilson
Tags: there.com, second life, wallace and gromit, Michael Wilson, Virtual Worlds News, virtual worlds, MTV, virtual hills, Webbliworld, the sims, H&M, WebbliOnaire, Webbles, Aardman Animations
|
|
Back in March I spoke about what I thought was one of the inherent value propositions of the mobile space (other than talking and navigation). I think a lot of mobile marketing companies are either fooling themselves, confused or way to far ahead of the game when they think that mobile video and banner advertising is anywhere near the potential of reaching critical mass, making it a scalable advertising channel.
Where I do see tremendous opportunity in the Mobile space is in the area of social networking. Back in March I spoke about Mobileplay and this morning I read a press release by another interesting venture, this time by Trilibis Mobile, who seems to be focusing a great deal of attention on mobile communities...
<<GEEK BREAK>>
Production is the new consumption. As mobile consumers, most of what we do is produce. We produce conversation first and foremost, but more interestingly, we are starting to produce networks of knowledge and intelligent communities. There is little time for spectatorship in the mobile space as mobile is a medium for the "on the go" consumer. So why do so many focus on pushing longer form, or more traditional style content to a medium that leaves so little for consumption. Mobile is a bite sized, active medium. MARKETERS, BE BITE SIZED AND PACKAGED TO GO!!!
<<GEEK BRIEF...FIN>>
As I was saying, Trilibis Mobile just announced the release of Version 4.0 of Peepsnation, the old site is here.Sure, there are a lot of similarities to Dodgeball (I will leave it up to the folks over at Trilibis to further educate me :) ) but there are a few things that I found interesting in their press release today.
Here are some of the features of 4.0
Peepsnation 4.0 features include:
While Mobile/ Mobile Marketing and advertising will go many places in the future, this is where it is at now. The one hold up for me is that, no one in my network are in any of these places. In fact, I find Facebook mobile to a great job of connecting me on the go. We will see how these other networks compete (or if they get bought)
Tags: mobile social, social netowrking, mobileplay, trilibis mobile, peepsnation, intelligent communities, dodgeball, facebook, mobile, network social users
I
Re-targeting is one of the most effective ways to get a second at bat with consumers. But getting enough of those consumers and finding most efficient way to retarget them is the hard part. This panel will speak out of case studies and planning strategies, about how to bring a strategy to a scale that delivers worthwhile ROI and how not to over-spend on re-targeting as well.
David Berkowitz, Director of Emerging Media, 360i
Joshua Koran, Senior Director of Targeting and Optimization, ValueClick Media
Brad Powers, Founder and CEO, Active Response
Andrea Palmer, Manager of Interactive Services, Siquis, Ltd.
Moderator: Greg Smith, CEO, EchoTarget
Tags: David Berkowitz, 360i, Joshua Koran, ValueClick Media, Brad Powers, Active Response, Andrea Palmer, Siquis, Ltd., Greg Smith, EchoTarget, Re-Targeting, BT, Agencies, Mediapost, OMMA, Behavioral Targeting, CPM
|
All the surveys show great interest among agencies and buyers for more precise targeting and BT in particular. But is BT making inroads with media planners?
Carrie Frolich, Digital Practice Lead, Mediaedge:cia
Michael Winter, Media Director, Agency.com
Mark Egan, VP, Group Account Director, MediaContacts
Joseph Weaver, Associate Director, Interactive, Media Storm
Moderator: Anna Papadopoulos, Interactive Media Director, Euro RSCG
Tags: Anna Papadopoulos, Euro RSCG, Media Storm, Joseph Weaver, Mark Egan, MediaContacts, Agency.com, Michael Winter, Mediaedge:cia, Matt Straznitskas, Media Planning, Agencies, Mediapost, OMMA, Behavioral Targeting, Carrie Frolich
All the surveys show great interest among agencies and buyers for more precise targeting and BT in particular. But is BT making inroads with media planners?
Carrie Frolich, Digital Practice Lead, Mediaedge:cia
Michael Winter, Media Director, Agency.com
Mark Egan, VP, Group Account Director, MediaContacts
Joseph Weaver, Associate Director, Interactive, Media Storm
Moderator: Anna Papadopoulos, Interactive Media Director, Euro RSCG
Tags: Anna Papadopoulos, Euro RSCG, Media Storm, Joseph Weaver, Mark Egan, MediaContacts, Agency.com, Michael Winter, Mediaedge:cia, Matt Straznitskas, Media Planning, Agencies, Mediapost, OMMA, Behavioral Targeting, Carrie Frolich
A report on ad buyer attitudes toward BT and growth projections.
Emily Riley, Analyst, JupiterResearch
Tags: Effective Targeting, Emily Riley, JupiterResearch, Mediapost, OMMA, Behavioral Targeting
|
Forget about behavioral targeting "theory." In this workshop, you’ll learn real ways to quickly and easily deliver relevant and personalized content on your website and in ads – directly from leaders in the space. Jonathan Mendez and Paco Viñoly of OTTO Digital are pioneers in the personalization and optimization space. Using real-life examples from online marketing innovators, this workshop will go beyond the buzz and show you how to positively impact your bottom line through personalization.
Jonathan Mendez, Chief Strategy Officer, OTTO Digital
Paco Viñoly, Chief Creative Officer, OTTO Digital
Tags: Jonathan Mendez, OTTO Digital, Paco Viñoly, Targeting Strategies, Personalization, Mediapost, OMMA, Behavioral Targeting
|
|
As the conversation about the merits of marketing in Second Life continues, the pendulum seems to be swinging back and forth to the widest extremes. At each extreme sits people who only know one opinion, their own.
To date, the Second Life debate has generated three groups of people (as far as I see it).
i. Long term residents of Second Life
ii. Marketers jumping on the bandwagon, or marketers hoping for a nice PR boost
iii. Those who think that Second Life is, without a doubt, the next iteration of the web.
i. The “show me the numbers” folks
ii. The people who go against the grain for the sake of going against the grain
iii. The lazy folks who would rather continue doing what they know, and not bother spending a little extra time at the office working on experiments
I would tend to liken myself to the third group with one exception. I do care about Second Life on a more personal level. My experimentations in this virtual world have led me to meet some extremely creative, inspired people. Second Life has also allowed me to do some really interesting media experiments such as Virtualive.tv.
Always question extremists
I recently read an article by Rebecca Lieb of Clickz entitled, “Second Life, Lemming Like”. Rebecca is yet another journalist in the wave of anti-bandwagon journalist’s to denounce Second Life as a viable way to market. While I do not fully disagree with everything Rebecca has to say (and completely respect and appreciate her right to speak her mind), I take issue with her approach. r
i. Perhaps we have not seen a perfect Second Life campaign yet, but does that mean everyone should stop trying. After all, the barriers to entry are relatively low and the possibilities are endless.
ii. For creativities sake, I hope no one takes her advice as gospel. Think for yourself folks. If you have a creative strategy to implement in Second Life and you are aware of the risk and the potential for failure, go for it! Don’t let anyone ever tell you no!
- “All that abandoned corporate property kind of resembles derelict corporate blogs, doesn't it? Same thing, really. Hire an agency, drink some Kool-Aid...then move on and leave the mess behind you (for all to see, of course).
i. Rebecca, this only proves that doing anything poorly will have poor results. I am 100% on the same page with you that there were a tremendous amount of poorly executed corporate blog strategies, but does that discredit the ones that worked?
A Media Circ.us Bottom Line\
And now to stir the pot a bit. I have chosen a handful of people who have conveyed strong opinions on the merits (or lack thereof) of marketing in Second Life. I tried to put together a list the runs the gamut between love, hate and uncertainty. The one thing that all these people have in common is that they are highly intelligent well respected individuals.
I would love to hear what the following people have to say about Rebecca’s article and this conversation in general. So please except my link invitation :) (of course I would love to hear from everyone, I just this list could produce a great conversation)
Tags: Joseph Jaffe, C.C. Chapman, Greg Verdino, John Swords, Jason Heller, Clay Shirky, Darren Barefoot, Alana Semuels, Allison Fass, Prokofy Neva, Mark Wallace
Jeremiah Owyang, Rebecca Lieb, Clickz, Second life, Virtual Worlds, Marketing, Experimentation
I did not know that you could create embedable slide shows on Picasa. Very Cool!
Welcome to the Digital Home of Adam Broitman, Thinker, Marketer, Rhino, Artist, Musician, Man.
