Location based services are a good thing not only for marketers, but also for rescuers. As explained on Fullpress.it (sorry it’s in Italian), on July 24th, a new law will come into effect in Europe that will oblige mobile operators to offer location based support to rescuers for calls to emergency number 112. According to a British statistic, 60% of the people calling for help are not able to provide exact information about their location. The technology solution provider will be Openwave.
Mobileway has been chosen by Virgin Music, part of The EMI Group, as the mobile marketing partner for the launch of the latest singles from pop groups, Blue & Atomic Kitten in France. The month-long marketing campaign set to be launched by Virgin Music features an instant win competition which will allow fans to win a host of prizes, and a channel for participants to send in their details and preferences to form part of a new Virgin Music fan club. More details in the press release on Mobileway Web site.
Premium rate SMS (PSMS) is the term that describes the charging of a premium to consumers, for a text message that is either sent or received by their mobile phone. On Flytext website, Thomas Schuster answers a lot of questions concerning Premium Rate SMS. It’s a very interesting contribute that helps understanding how to run a wireless campaign. Recently the Flytext mobile campaign Movie Rewind has been featured in a case study presented on Revolution Magazine. Movie Rewind targeted an audience aged 16-35 with competitions linked to films such as Lethal Weapon, Dirty Harry, The Rock, City of Angels and Erin Brockovich.
MobileWay and Sony Pictures Mobile, have lauched: ‘Charlie�s Angels�: Full Throttle’. As explained in the press release, it consists of a premium mobile services package available to Charlie’s Angels fun in Australia, France, New Zealand, Italy, Spain and Singapore. The portfolio of services includes: polyphonic and monophonic ring tones including �Feel Good Time� by Pink; colour backgrounds with scenes from the film; MMS animations to forward onto friends; �Charlie�s Angels�: Road Cyclone,� a Java� game involving a motorbike chase against the evil Diva Indigo and her gang; as well as SMS trivia quizzes to win prizes or simply to test your calibre as an angel or your ability to charm one of the heroines. To learn more, you can also have a look at the official Website: Charlies Angel’s: Full Throttle.
Two upcoming summer releases, “The Hulk” and “Legally Blonde 2″ will be promoted also using wireless marketing. As IAR reports, both Universal Pictures and MGM have decided to start mobile campaigns with text-messaging sweepstakes and themed ringtones. Since “word-of-mouth” it’s a key issue in a movie promotion, the decision to start using cellular phones to get people talk about movies appears to be particularly interesting. In my opinion, the problem, again, might become the spam. Mobile phones (and mobile users) gotta be handled with care, privacy respect is not an option.
Mobile marketing is no more a huge question mark. Some years have passed and marketer have learnt important lesson on how to use it. Mobile marketing is now being integrated into longer term marketing strategies, and I’m sure Sue Norris’s article onRevolution Magazine will prove very useful to everyone who is interested in learning more about the possibilities offered by this tool. I’m just sorry that the article’s layout is not very usable even if you print it. The only solution is to cut & paste in a Word document and then to format it.
The mobile content industry has slammed the launch of the Mobile Data Association’s new regime for premium rate SMS as ill-thought-out and commercially damaging. Justin Pearse reports on New Media Zero the industry reactions to the recent decision by the MDA, taken without consultation.
Len Ellis presents today on ClickZ an introduction to wireless marketing. Since mobile phones are getting popular and popular in the USA it’s time for the American marketer to start considering this powerful but tangled device. Wireless marketing can prove very effective both for declaring a brand victory or defeat. That’s why, as Ellis points out, every campaign needs to be guided by or collecting personal information face the same hurdles:Permission: Consent to give personal information Privacy: Protection of personal information Relevance: Personalization and appropriateness Value: Receipt of some tangible benefit
According to a press release published today by PRNewswire, average click-through rates for mobile marketing are five times higher than standard online advertising and provide stronger recall rates than television advertising. Mobile marketing is becoming the most productive and cost effective medium for reaching a highly desirable demographic. The press release features comments on recent campaigns for American Airlines, Chrysler Corporation, CNN and RollingStone.com runned by My AvantGo, a mobile applications delivery company.
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