This week the online press has published a bunch of interesting stats, so let’s take a look at Spanish wireless consumers market. Vnunet reports the results of a research by CIS: seventy percent of Spanish have a mobile phone, and a further eight percent plan to buy one in the next six months. The main reason (for 66.6 percent of the people) to own a cell phone is to get in touch with relatives and friends, while only twenty percent of the people said they have one mainly to keep business contacts. Iblnews reports about the preferred services of Vodafone Live! users: during last december, Spanish people opted to receive SMS alerts mostly about football and horoscopes. For what concerns mobile games, “Osiris” of the Tomb Raider series has been the most downloaded, followed by Bomberman� and �XIII”. The most requested ringtones have been “La madre de Jos� and �No es lo mismo�. Noticiasdot.com presents stats about SMS traffic in Spain last year. According to the data provided by the three carriers (Amena, Telef�nica M�viles and Vodafone) more than 18 millions SMS have been sent through the networks in 2003, with Telef�nica leading the market with a 50 percent share of the traffic. But the most interesting data is the one about Premium messages which generated a business worth 400 millions euros.
Next week Volvo will launch a new comprehensive advertising campaign to promote its S40 car targeting a youther consumer segment than usual. Volvo will change its communication approach to better address the target, taking inspiration for its ads from entertainment genres like music videos and video games. As explained in the press release, the marketing campaign is multi-faceted, covering television, movie theaters, magazines, billboards, the Internet, direct mail, partnerships with Virgin Megastores and Bloomingdale’s, and even video games. Thomas Andersson, VCNA Executive Vice President, Marketing at Volvo North America said:“It’s not enough to just reach people with a campaign. We want to go beyond that and touch and move people as well. The campaign is surprising, refreshing and cool, yet reassuringly Volvo at the same time. The tone we are using is youthful and confident, but not arrogant. With this campaign we will show that Volvo can be sexy and fun.”
Online loyalty programs, in order to be effective, require a different approach to personalization and customization than the one usually used offline. eCommerceTimes investigates the best loyalty programs on the Internet looking at strategic issues which effect their performance. Consumers’ privacy is an important aspect to keep in mind to succeed, but the key is to online shopping with offline rewards.
Diesel is online with a new campaign developed by Airlock. “Love nature while it lasts” is the tagline of the advertising set in a Garden of Eden, which will run in 18 countries worldwide, with traditional banners and a various range of rich media ads.
A post with a self-promotion… On MarketingProfs there’s an article I’ve written: The year of wireless marketing Any feedback is welcome!
Kodak will soon launch in Europe an online service to publish pictures taken with the mobile phone. As reported on News.com Australia, starting next May owners of a new wave of higher resolution camera phones should be able to upload their pictures and videos to a central server, send them by e-mail or print them via wireless infrared or Bluetooth links at Kodak kiosks. The service is already available in the United States. The initiative�confirms the strong Kodak’s interest in building a new kind of relationship with its consumers, trying to fill the gap created by digital cameras and the consequent crisis of films selling. A couple of months ago, Kodak has also sponsored a MMS competition together with the carrier Wind to assign prizes to the best MMS pictures.
In its case study presentation, iMediaconnection talks this week about Visa and its MSN minisite developed to target small-business owners. The site isn’t flashy but, according to Visa, it’s very effective in communicating the offer. The article is interesting also because it covers the theme of “co-branded” initiatives. Doug Fitzsimmons, Associate Creative Director, Tribal DDB Los Angeles , commented: “Everybody wins with a strong co-branded site. The host gains content, the advertiser gains an audience. If it’s done well, both strengthen their brands by association and added value for their customers.”
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.
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