The power of MMS to deliver branded messages is far more effective than the one of traditional SMS. There are no stats, only positive perceptions in an article on Marketing Directo about MMS’ marketing potentials. In particular the feature gives some hints for the development of cross media promotions TV/mobile, quoting the opinion of Frederic Westerberg of
MM4E (Multimedia Mobile for Europe) is a new consortium caims to push forward the industry development of MMS to unlock its huge commercial potential for major brands that require seamless campaigns across Europe. As explained in the press release, Materna, Prosodie and WIN have joined forces. Among the first beneficiaries of the MM4E consortium are anticipated to be companies that are seeking to roll out campaigns around the Euro 2004 Football Championships and the Summer Olympics.
Kevin Ryan, CEO of Doubleclick believes Internet advertising will keep on growing as marketers decide to invest more money online to match consumers habits. As stated on Reuters (via Yahoo!) Ryan expects a double-digit revenue growth for DoubleClick in 2005, but is really interesting is that he expects online advertising to begin to take market share from television this year as marketers refocus their advertising dollars to reach the 18- to 35-year-old male audience, which is spending less time with TV and print media.
Nielsen//NetRatings has release a couple of days ago a report about US Internet users and search engines. 114.5 million or 39 percent of Americans used a search engine during January 2004. The 114.5 million unique users, representing 76 percent of the active online US population, each spent nearly forty minutes using search engines during the month. The 114.5 million unique users, representing 76 percent of the active online US population, each spent nearly forty minutes using search engines during the month. Another good indication for the healthy search engine marketing industry.
Microsoft announced yesterday that it will soon start offering a feature allowing mobile phone users to access Hotmail and MSN Messenger while on the go. They’re developing the technology with Openwave Systems. As explained on Reuters (via Yahoo!) Microsoft has been working on wireless software since a couple of years, targeting handset makers and operators as a high-end business tool, now they’re taking a step in the B2C market. MSN is eventually trying to extend its brand on mobile phones looking for a personal and extremely direct relationship with its consumers.
An incredibly useful marketing tool might have been created by IMN, a firm that announced the introduction of an RSS tracking system. RSS can be the future solution to replace e-newsletter which are loosing more and more credibility because of spam. If the IMN’s solution really works, then RSS won’t remain a thing for geeks only, and will eventually debut (and succed) in the mass market. On ClickZ, Kathleen Goodwin, CEO of IMN said about the tracking system:“We’ve encoded all the links — usually with an RSS feed you get a subject of an article and a link. Every link provided is a unique trackable link. When you open up the feed we know it. Every time you refresh the feed we count it. And when you click to read a particular article we register that.”
A couple of weeks ago Pepsi and iTunes launched an interesting promotion. Drink a Pepsi, get a code, and download a song for free. Cool integrated marketing idea but… the promotion has been soon “hacked”. As a matter of fact, people can get the code without actually buying the bottle. Read more about this incredible story on ZdNet.
BBC News is launching an online push to target Latin America’s audience and promote BBCMundo. As explained on Revolution Magazine, the campaign, which features rich media ads designed by Agency Republic, aims at introducing people to the new information Web site in Spanish.
Jupiter Research has released this week a new report on online advertising. Details about it are provided on IAR. Internet advertising grew 10 percent in 2003 and is expected to continue at a rate of 19 percent compounded annually through 2008. Broadband is helping the growth, leading the investments in rich media ads. Paid search is still attracting a lot of attention and, good to know, email marketing is still alive and well, showing a compounded annual growth rate of 24 percent over the next five years to reach $6.1 billion by the end of 2008, according to the report.
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