Enpocket has unveiled the finding from the latest Mobile Media Monitor, a quarterly analysis which investigates mobile usage patterns in the UK. The research shows that the number of mobile phone owners using 3G services has surged by 250% over the past six months, an interesting trend considering that a number of major carriers are currently rolling out consumer 3G services across Europe. In particular it’s interesting to note the different approach towards mobile services between genders. Males prefer games downloading, while females have a passion for ringtones. Ringtones are the most mature content area in the UK, with almost one in five or 5.9 million mobile users downloading a mono ringtone in the previous 3 months.
Spanish experts are working on a system that will allow people to quit smoking with the help of their mobile phone. The service (which will cost 90 euros) will provide subscribers with helpful information via SMS to win the anxiety derived from abstinence. Will this work?
Employees of ING Bank surfing the web will be exposed to highly targeted banners from the company the work for. Dutch web site Marketing Online reports that ING Bank is currently running an online internal branding campaign which aims to reinforce the new brand positioning. Advertising spaces have been bought on Mns and Lycos, banners and skyscrapers will be served with an IP targeting technique.
Recent anti-spam regulations will help email marketing’s rebirth. On Destination CRM they try to be positive about email marketing’s future, but I don’t feel like they are very convincing. The industry is actually making a few steps further but our mailboxes are still full of spam. As Mike Adams says “spam could vanish almost overnight, but the timetable on this scenario is uncertain”.
Nike has been running a three months campaign on Lycos Spain to promote its 3d soccer game on www.nikefootball.com. They took advantage of a new rich media format, the “widebanner” (728×90 pixels), which is particularly effective for branding, but has proven valuable also to build traffic to the dedicated web site. Read more on Lycos Espa�a.
In France Mc Donald’s has launched a “McVip” a mobile marketing initiative to inform customers via sms about ongoing promotions in their favourite restaurants. As explained on Le Journal du Net (in French) the campaign’s objective is to create loyalty in Paris’ young customers (15-24 years old)
British Telecom is hoping to spread the viral buzz with its latest campaign: wheredidthetimego? There is a gloomy microsite, developed by Agency.com, which aims to make people understand how much time they waste browsing the internet with a slow connection. The site let allows visitors to calculate how much time they’ve spent doing the most common things of a daily routine, like sleeping, “making waves” and working. The message is clear: “don’t waste another minute: get broadband from BT”.
Siemens has launched an online magazine to keep its customers and prospects updated about new products and initiatives. As explained on Wuv.de (in German) the “Siemens Journal”, developed by Publicis Munich, is available in seven languages.
Starting today, America Online has launched an online branding campaing to promote its broadband service. As explained in the press release, the new ad campaign, created by digital marketing firm Atmosphere BBDO, pushes the idea that speed is just one part of the broadband story and that content is equally as important. John Lane, VP, Online Marketing at AOL commented:“This campaign – created by Atmosphere with Digitas providing the media planning expertise – is intended to speak directly to those who already have a basic high-speed Internet connection through their cable or DSL provider, but may not have AOL for Broadband. After all, speed alone is only part of the broadband story; this “Speed Meet…” campaign is designed to showcase key elements of the AOL for Broadband service offering and persuade prospective members that a broadband connection alone is not enough.”
On PCWorld.com Gillian Law asks: “Would Somebody Answer that Thing?” There is a love & hate relationship with rigtones: they are a big business, but they are also very annoying in daily life. It feels like we’re living in a videogame. What I liked in the article is that “as phones improve, so will the sound of the ringtones. Even if you don’t know the song, it’ll at least sound as it does on the radio, rather than like your 4-year-old playing a xylophone.”
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