We Have Been There Before

Radio Was the New Media in the Late 1920’s. The Web and Mobile are the New Media in 2008. Are You Ready to Embrace Them?
In the late 20’s, new media “radio” underwent a seismic shift. Successful companies were trying new types of advertising. Procter and Gamble tried something more creative and radio 2.0 turn into a content marketing machine. P&G outspent their competitors by 30% with the creation of their own content and programming. They were so successful during the 30’s that by the time the depression was over they had created an entire category of show – the Soap Opera!

What about online video and video on demand (VOD)? Learn more at
www.luminacion.com and here.

We are in the middle of another seismic change that is driven by the Web and mobile. The market conditions are similar to the depression of the 1920’s. The magnitude of the current economic problems is highlighted by the current situation of corporations like General Motors that may be 3 months away from filling for bankruptcy and the comments of Time Inc. CEO Ann Moore: “By this October it was looking like 1931,” she said. “[Time Inc.] has never had so many advertising clients in trouble at the same time. The declines are stunning.” Moore added that she didn’t care if it technically isn’t a recession. “It is one for us.”

During OMMA Mobile conference last week in Los Angeles, I confirmed that Hispanics are top consumers of mobile content. They are in everybody’s radar from Nielsen’s reports, to information that the mobile ad networks gather. At the conference, Nic Covey, Director of Insights at Nielsen Mobile, presented data obtained via their new Mobile AdRelevance database, a mobile version of the Nielsen’s Online ad-tracking service. According to this information, many of the leaders from the online space have carved the top positions in the mobile world. The data shows that the top mobile Web destinations are ad-supported and are for news, information, or entertainment leaning brands. On the other hand, the leaders in overall mobile Web traffic are communications, search and navigation destinations.

The emerging mobile media in the U.S. resembles the online world from 7 years ago. What is promising is the fact that the adoption of services like SMS and media packages are increasing and made possible by the next generation mobile devices that compete with the i-phone. Consumer marketing brands are slowly warming up to the mobile opportunity and there are a few success stories that prove how this medium can help brands move the needle on brand awareness and sales. According to Nielsen’s top rankings of “SMS brands” Coca-Cola was the only consumer brand to get top rankings in a list dominated by media, entertainment or information services. “My Coke Rewards” text-messaging program is ranked among the top 10 with a million people participating in this every month.

When we look at the Hispanic market and reports on mobile usage, it is also a promising market. The key to success seems to be the participation of teams that understand the media and the market segment and take part in the planning and execution of campaigns. The mobile concept is to open up a more “personalized” dialogue that allows for “self-expression” of your audiences or consumers. It is about a conversation, not just pushing or pulling messages. Mobile campaigns should not be considered an afterthought. If executed properly, they produce high return on investments and consumer loyalty.

The need for integration in the overall marketing plan is crucial. You need to support the initiative with a mix of new and traditional media. There are a lot of mobile applications that could be used just like we use widgets in the online world but a good rule of thumb is to keep it simple. The Coke SMS success proves it. Consumers are willing to participate and need incentives that will motivate them to enter the dialogue. Brands have to understand that consumers are in control and they have to invite you into their lives.

A few ideas on mobile applications that could resonate with different segments or could be used in conjunction with traditional media to engage new users are bellow:

1) Mobile and online social networks that integrate music, games, entertainment or information. The content has to resonate with your audience.
2) Working with bloggers that have large audiences and specialize in specific industries or segments.
3) Integrating geo location on your mobile social network when your product or service targets young demos.
4) A variation of the above could target adults with store locations and special incentives like discounts, coupons, sweepstakes, etc.
5) Integrating mobile search in your campaign, just like online.

Mobile To Transform Portable Gaming
From Advertising Age
Apple’s iPhone 3G and its game-heavy AppStore may well push mobile gaming into the mainstream, Ad Age reports, in much the same way that the Web brought casual gaming to the masses. The trade pub points out that it wouldn’t be very difficult for the likes of Apple and Google to develop an in-game ad network for their mobile phones. Google, for example, already owns an in-game network. Microsoft, which owns the in-game ad network Massive Incorporated, is also rumored to be working on its own phone. Sony, which has the PSP portable gaming device and the Sony-Ericsson line of phones, is also rumored to be working on a PSP phone. It has its own in-house in-game advertising team and has partnered with ad networks like IGA.

“The thing with casual gaming is that it hits a much bigger demographic than console games that just tend to attract younger men, so now with mobile gaming you have an even greater potential for generating ad revenue, more than PC games ever could. More people have phones than PCs, and they’re using them more often and with more [downtime and] opportunities for gaming,” said Rob Enderle, principal of the Enderle Group. A recent study from NPD Group corroborates those claims, finding that smartphone users play games more often than they use business-related functions. According to the study, playing games was the most increased use of the phones over the last three months. – Read the whole story.

Remember, you need to integrate mobile in your master plan and support it with the appropriate media mix. For more information, call us or email us at 866-798-5577 x 111 or ivan@ethosagency.com

Technology presumes there’s just one right way to do things and there never is.

Robert M. Pirsig


About Ivan Cevallos

Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

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