According to the new 2004 IT Marketing Trends Study an estimated 45 percent of technology marketing budgets in 2004 will be spent online. Interviewed on Destination Crm, Mary Kelly, marketing director at Bitpipe (the company that carried out the research) said:“Basically we’ve found a nice, solid shift to online marketing,” says “I think the ability to optimize online campaigns and measure the results makes online lead-generation attractive to marketers.”
Seth Godin is one of my favourite marketing writers. Since 1999 his Permission Marketing has a special position in my books collection. Seth has recently published a new work, Free Prize Inside! which I have been honoured to receive directly from him. Its packaging was terrific (the book comes in a cereals box) but the content isn’t less impressive. Think, act, create, in a sentence: make something happen. I love Seth’s writings because they provide you with energy. After reading them, I often feel like I can “conquer the world” with the next big idea. So if you’re looking for a boost, don’t miss Free Prize Inside! Recently, Seth has also published an e-book which is available to download here. I’m very happy he has decided to include Adverblog in his review of useful blogs.
Swedish fashion brand H&M will start next week an online campaign to promote its summer collection “Divided”. Banners and pop-ups as well as the innovative i-Flash TV format will run through the main German web sites like Lycos, Freenet and Msn. As Horizont (in German) reports, i-Flash ads will contain mini interactive spots that will allow users to browse the new collection and immediately find further information about the products.
German football fans can download the pictures (as MMS) of their favourite players directly to their mobile. The initiative, which runs a few weeks before the European Football Championship, is developed by MindMatics and sponsored by Ferrero’s snacks, Duplo and Hanuta. As Net Tribune (in German) reports, users find in the snacks a collectible sticker with a the short code that allows them to request, with a premium rate SMS, the MMS picture of the player. A series of 28 players and trainers is available. The service costs 0,99 euro per picture.
US mobile marketers will soon start loving teenagers. Young users are the market segment most willing to pay for wireless content and services. They love MMS, the possibility to download ringtones and music and play with their mobile phones. As an article published a couple of weeks ago on BizReport explains: “For the typical adult, the wireless phone is a device for getting business done, say phone company executives. But among the young, the untethered phone has transcended mere utility and becomes a symbol of freedom to talk without parental intrusion, as well as a way of networking with friends, a form of entertainment and an accessory that reflects social rank.” This is terribly true, but it’s also a clear sign that the US mobile market it’s still in its infancy. Cellular phones become successful at first as a status symbol, and then “grow up” improving the quality of their image perceived by a broader (mass) market. It happened in Europe, and I’m sure it will happen in the US. In a way, teenagers will play the evangelists’ role in building the value of mobile phones.
In November Warner Bros will launch “The Matrix Online”, an online multiplayer game where tens of thousands of players will be able to jack into the Matrix world to take an active role in continuing the saga of The Matrix movie trilogy. A marketing campaign will support the initiative, as explained in press release.
Never underestimate the power of spam. Email marketing has been already weakened by unsolicited messages, wireless marketers can’t suffer the same damage. We are still on time to prevent mobile spamming but we need to act fast, setting up guidelines to limit any abuse of the media. In the UK The Mobile Marketing Association has already taken a strong position to defend the industry, while in the US The Federal Communications Commission started two months ago collecting data and comments in order to issue guidelines for wireless ads. On MediaPost, Kate Kaye collected comments and numbers on the “wireless spam menace”. The message is clear: act before it’s too late!
In Canada, Schick has launched an eight-week webisode series to promote its Quattro Razor. As explained in the press release, there’s also a contest connected to the initiative, a contest that will give away an Harley Davidson. Webisodes are Flash animated spots, where “Pistol Pete Madigan“, a digital personality, engages viewers with his wit and satirical style as he explores the humorous side of men’s issues. Schick is hoping to get positive results from the campaign viral effect.
Bob Tedeschi tries to answer on The New York Times, quoting data provided by the IAB, analysts’ opinions and the example of Yahoo! which set up Consumer Direct, a new program intended to demonstratehow much Internet ads increase sales.
A new study by IAB explains that six percent of all sales of Ford’s F-150 pickup truck can be attributed to online advertising. In an article on Advertising Age, Rich Stoddart, Ford’s marketing communications manager explains the campaign’s results, describing the elements used in promoting the pickup on the Web.
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