Web 2.0. Where we are at, in terms of marketing.
The Web 2.0 phenomena came about around ten years ago and now it represents the Internet as we all know it: Youtube, blogs, social-networking sites, wikipedia, peer-to-peer networks and so on. People completely embraced the idea of being participants in this collaborative effort, which might be the biggest one since building the Tower of Babel.
It produced a great layout for doing marketing and business. Social networks like Facebook and Twitter have several millions users. On top of that, we have services like Flickr and Youtube, where all content is user generated and shared with real enthusiasm.
The era of Web 2.0 marked the global prevalence of the Internet. To the point where virtually everybody is involved. From a 10-year-old to a 99-year-old. To some, its refreshing to know that their grandmother has her own Myspace account and is proficient with google and surfing the net. Marketers, on the other hand, find it more and more difficult to address message to their potential clients.
Indeed, with such a mixed audience it often happens that a teenager gets a Mercedes-Benz ad, while an executive is recommended to buy a designer handbag. No surprise that social networks continue to see low returns on ads. Moreover, they are now experiencing privacy issues for sharing members’ information with third-party companies. The very same companies that are eager to sell Mercedes’ and handbags.
So, the next question will be – were do we go from here? The right answer is – make personalization more personal and intelligent.
Everybody in the world owns a mobile phone. It is something that nobody leaves home without. Yet, the strange fact is – only about 6% of companies use mobile marketing.
Mobile advertising pushes personalization a little bit further and allows you to deliver much more targeted advertisements. However, it shouldn’t be considered just another method of delivering spam. The exciting thing about it is that it serves as a convergence point for traditional media and provides a channel for measuring the effectiveness of the whole marketing campaign.
How mobile marketing can help you to earn more money?
Scenario:
1. Traditional media advertisements (TV, radio, billboards, magazines) include a customer service number so that if the reader is interested in the offer, he/she can dial the number to receive information about the product or get a discount.
2.The interested customer can now subscribe to your new offer or news. This is an important point as he or she is doing so voluntarily, and it opens a marketing channel with customers, thus avoiding any legal issues.
3.Users are now engaged, and you start to collect data about them to deliver targeted ads. Not only their preferences can be recorded, but also their geographical position.
4.On top of that, it gives you the opportunity to measure the efficiency of your advertisement in traditional media, as now you can see how people react to it.
More and more companies are looking to jump on the mobile marketing bandwagon. Studies show that 56% of companies plan to increase budgets for mobile marketing in 2010. Hopefully 2011 will be the year when mobile marketing will really blossom.
Сollection of world-wide tourism and travel marketing best practices
The book titled “Tips from the T-List” is a collection of the best posts from T-List bloggers from around the World. The audience for the book is executives, marketers, and decision makers from DMOs, tour operators, and large intermediaries from across Canada. e-versions of the book have been made available for the Travolution conference in London and the Web-in-travel conference in Singapore.
Attention Data – What It Is and Why It Matters
The Attention Profiling can be extremely useful for Mobile Services Personalization. As the majority of mobile devices still lack the convenience of desktop systems (display size, no keyboard) digging in tons of mobile content or search results is really pain in user’s neck. APML can help shrinking those massive data to those possibly most relevant to what a particular customers needs.
The concept of APML is that it allows you to share your “attention profile” data with other users, organizations or programs in the same way you might share your OPML file with someone.
APML provides a standardized way to collect and rank your attention data, then, in such a way that the information gathered is useful to the sites and services you use on the web, that they might better provide you with tailor-made information and content that suits your particular needs.
APML provides a means that you could personally take control of your information in a consolidated file, to use where you see fit to your own ends and benefit. And at the same time advertisers and content providers are given a much clearer picture of what might interest you, saving you the hassle of wading through irrelevant interruptive marketing, and being presented with information and offers that might very well be worth your taking a look at.
Source: masternewmedia.org
Mobile Behavioral Targeting Advertising
“Revenue Science, Inc., in conjunction with mediba, will offer behavioral targeting services to advertisers on mobile phones in Japan. This new service will be available in the fall through a partnership between mediba, Revenue Science, and Digital Advertising Consortium (DAC).
mediba will create audience segments using the content categories on KDDI’s “au one” Portal (e.g. Auto, Games, and Music) and will distribute behaviorally targeted ads to news and search results pages. Advertisers will be empowered to deliver a highly relevant ad to members of that audience segment, defined by consumers’ online activity, at the right time, regardless of where they are surfing the web on their mobile device”.
Ad-sponsored free phone call minutes
The mobile user fills his/her personal data when subscribing to the service. Then this information is used in personalized ad.
Blyk, the mobile virtual network operator offering free phone call minutes and messaging in return for sending customers advertising, launches in the UK today.
Every month, Blyk users will get 217 free texts and 43 voice-call minutes as standard, on condition they opt in to receive up to six ads to their phone a day.
To make sure the audience is the right one, only 16-to 24-year-olds will be allowed on it, with cross-checks for age in place. Advertisers, including Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and Yell have already confirmed that they will be among the first advertisers.
Source: techcrunch.com
