What is Mobile Marketing - Actually? Part two

Part TWO

USSD (Unstructured Supplementary Service Data)
Following on from Part ONE and messaging, USSD is a form of messaging that can be utilised across all handsets and is a solid tool for engaging with users. Practical application of utilisation of USSD is topping up of pre-paid airtime, setting up of one’s phone for WAP or Multimedia i.e. *123# (MTN) or *111# (Vodacom) and many other applications. The only problem I have with USSD is that it can be relatively clumsy for the user in the sense that one needs to have a form of reference to remember the USSD string which can be relatively long and if not used regularly by the users it’s sure to be forgotten.

CONTENT
Content has always been at the forefront in the multimedia space with the likes of ringtones, wallpapers and games and is commonly associated with a premium rated SMS SHORT-CODE which is used to manage the authorisation of the premium for the content you wish to download. In the Mobile Marketing space it is crucial to identify what sort of content you are providing i.e. an advert, instructional video, music, music video, wall papers etc.. And then make sure you provide it for free. The content element within mobile marketing generally forms part of the value add to users and with the success of social networks mobile offers a perfect platform to users to submit their own content.

APPLICATIONS
Applications are the talk of the town at the moment particularly with specific regard to the iPhone and Android based phones. There is a debate going round as to whether one should deploy applications or focus on mobile web however I’m not going to enter into that discussion here. Applications provide quick access to the online environment and as examples one can look at Facebook, The Grid, MxIt, FireID, Pocit, Fring, Nimbuzz, Google Maps, Vufone, and Gravity as classic examples. The only comment I have to make about an application is that although it is designed to operate 24/7 they generally use massive battery resource and if you have a couple of them running at the same time you’ll be charging your phone every hour or so. Applications are utilised (in my opinion) as glorified book marks based on what I have just mentioned above and as such ask yourself whether the money you are about to spend on application development, is justified – when in fact you could have a widget which fulfils the same or a similar role.

LOCATION BASED SERVICES
LBS although defined as a product should be viewed more as an extension of a service where location is relevant. I personally believe that this is the future for mobile services particularly in the tourism and events space however there is one complexity that is holding the uptake back a little – and that is the cost of the location look-up. What this translates to is an undefined cost to any brand or service provider... However I do believe that this will change in time to come.

VOUCHERS
Probably one of the most powerful mediums within the mobile marketing space is the ability to deliver a voucher to a user’s handset. A Voucher is a tool that can be used to encouraging users to fulfil a very specific call to action which means that it can be used to help drive impulse buying, and or provide value in the form of discounts. There are various types of Vouchers that can be utilised, SMS, MMS, Bar-Code) however the one element that has been prohibitive in this form of element truly taking wings is the ability of the retail outlet to redeem the voucher – securely without giving any margin for pilferation. I believe if the retail outlets get behind this form of medium and train their staff on the redemption processes we’ll see an upsurge in the utilisation of vouchers.

RESEARCH
This is another fascinating element in the mobile space and exceptionally powerful in that you have the ability to set up panels who in turn have the ability to set up their own networks or user groups. Considering the size of the mobile market it boggles my mind as to why Research companies have not adopted mobile research platforms fully as this environment can yield outstanding results in exceptionally quick periods of time. The mechanisms that can be used in this environment are; Mobile Online, SMS and USSD.

CRM/PROFILING
CRM/Profiling is a tool utilised for effectively engaging with customers and allows the brand to manage and track all levels of engagement. This tool provides for real-time information giving brands the ability to track and manage the success of the campaign. You are able to profile users in the mobile environment and understand their behaviour and trends allowing you to engage in a relevant manner with customers. It is important to note as with SMS that although you are able to profile your user - your level of engagement should always be non intrusive and at the same time relevant.

PORTALS
In this day and age it is hard to believe that there are people out there without a Gmail, Yahoo or Hotmail address. The portal element is a handy mechanism that facilitates a mobile intranet type of environment allowing business or social groups/committees to communicate directly with each other without any other clutter.

BANNER ADVERTS
Mobile banner ad placement is generally used for acquisition of new customers by placing banner adverts on various platforms such as Admob, Buzz City, Vodafone Live, The Grid, MxIt etc. to encourage users to click through to the Online environment. This is one of the most important elements to any form of mobile marketing as this is the tool that gets users into your online environment. In Part 3 I’ll demonstrate how to effectively use this element within your mobile campaigns but now I am going to point out that not only are banner adverts used for acquisition but also within your own mobile environment if applied effectively they can be used to advertise a competition, highlight a news feed or drive traffic to specific areas within your Mobi-site (in essence becoming your own call to action element).
If you are intent on becoming a publisher and have 50,000 unique visitors a month then the banner advert within your Mobi-site could be used to derive additional revenues for you similarly to the online environment where you become a mobile online publisher. My only word of advice would be if you were to do that, please ensure that the adverts served are relevant to the content within your environment.

As you can see there are a number of elements one can use, either on their own or wrapped up to bolster the mobile campaign. There are a lot more elements and I could go into more detail but my objective is to provide an overview of what I do... and this has to be one of the longest elevator pitches I have ever delivered... look out for Part 3 - wrapping it all up.

What is Mobile Marketing - Actually?

When asked what I do for a living, and I respond; 'Mobile Media..... Mobile Marketing' which is generally followed by; 'you advertise on trailers? or ah.. bulk sms provider'. Sometimes I dive in headfirst to explain what Mobile is all about and other times I just nod... but today I've decided I'm going to break it down for those that are not in the know.

This piece will be delivered in 3 parts - as the mobile environment is quite complex as one has the ability to engage with over 20 different variables.

I'm going to cover most of the variables that are commercially available and utilised by both users and brands;

Part ONE

Mobile Online
If you have a website and not invested in a Mobi-site I have to ask why not? With the current activity of users in the mobile space it is crucial that you have a mobile version of your online space available to mobile users. The mobile online environment is a little more complex than the traditional online space in that there are 1000's more variances one needs to take into consideration (handset screen size, handset type, operating system, browser type and codec). You also should be aware that because of these variances your provider must be able to demonstrate how they handle device detection, trans-coding and image manipulation – on the fly - which ensures that regardless of who browses your mobile site, everyone will receive the site optimised to the handset with which they are browsing.

You also need to consider what your Mobile environment is going to offer to the user as the browsing habits off a mobile device are very different to those of a traditional online browser.
Keep it succinct and relevant to ensure a quick and easy browsing experience.

Within this environment you can incorporate anything your heart desires; content downloads (video and pictures), competitions, Viral campaigns, SMS (engagement), Mail, Competitions, Research, Vouchers, Portal's, Banner Adverts, Media, applications, CRM, Profiling, Catalogues, Information, and Location Based Services... a mechanism to truly engage with users that at the same time allows you to understand a bit about them.

Your mobile online environment should also be able to plug into your online environment in that if you are facilitating user generated content the mobile and online are asynchronous meaning; that content uploaded on the mobile platform is updated to the online platform and vice versa.

Messaging
There are various types of messaging that are available to be utilised in the mobile marketing space however the key factor here is the relevance of the message.

SMS
SPAM is an absolute no no and I would not recommend trying to use SMS as a medium to advertise with. Utilised effectively SMS is one of the most powerful mechanisms mobile has to offer. I'll give you an example; if you have taken your car in for a service, effective utilisation of this medium would be if you received a message confirming the car will be ready at a specific time together with the cost for the service and who to see when you arrive to pick your vehicle up.
Although there is no advertising per say, this type of engagement enforces a positive experience and indirectly builds brand perception.
SMS can be used to deliver notifications, direct engagement with customers and deliver the URL (link) to your Mobi-site.
Additional commonly utilised applications are premium rated SMS, which are utilised for entry into competitions, participation in events (Idols) for voting, and or contribution/subscription for a specific service.

MMS
This form of media is supposedly superior to SMS however I have my reservations as it is costly by comparison. The medium has the potential to deliver audio, graphics and text which means that you can deliver a high quality, informative bit of media to users. Although we have sent out lots of MMS' for and on behalf of various brands the response is never what we anticipate, the cost is expensive and almost in all cases the MMS is followed up by an SMS. I personally think that more effective utilisation can be delivered by sending the link to your Mobi-site where the user has the choice of engaging and the ability to access far more than an MMS can deliver, at a fraction of the cost. MMS is primarily also user generated so by providing branded MMS type postcards that could be personalised by users would be a relevant way of utilising MMS in the mobile space.

SHORT CODE
The SHORT CODE is an extension of the SMS family and is utilised primarily in the delivery of information as well as for competition participation.
Delivery of information;
By sending a [key word] + [your name] + [your email address] will result in content you wish to receive being delivered to your email address
By sending a [key word] you get access to content i.e. games, ringtones, wall papers etc.
By sending a [key word] you will receive a return SMS which contains a link to a Mobi-site
By sending a [key word] automatically enters the user into a competition

INSTANT MESSAGING
IM is an interesting element as it is relatively difficult to apply in the mobile online environment however if you have experienced Skype, Gtalk, ICQ, Twitter, Facebook etc and have utilised this from your handset you will know it is possible. The most effective mechanism of delivery is currently through running an application and a few that come to mind are The Grid, Nimbuzz, MxIt and Fring however there are a multitude of companies that offer this. Some companies have the ability to build IM into your Mobi-site which eliminates the need for development of an application and then the cost of marketing that application. IM is a great tool if you have a large user base and would like to afford them the opportunity of communicating with each other off your platform. Running applications and your mobile online environment continually eats significantly into battery time, users generally will revert to SMS unless they have scheduled time to meet up online.

PUSH MAIL
The first thing that comes to mind when thinking about Push Mail has to be Blackberry as they have successfully captured the business market with this service and their devices however this service is not limited to or restricted to Blackberry users. Push mail can be a standalone service one provides to mobile users where you can brand the mail address and synchronise with existing mail addresses.
One can also include this service within your mobile strategy and allow users engaging with the brand to have access to this and other services delivered through the Mobi-site.

In this edition of I've covered the online and messaging components - of which I am convinced you are well aware however at the end of the 3rd part I'll demonstrate how these elements can be utilised either stand alone or packaged together to deliver mobile marketing.

Acquiring a new customer base through the Mobile Medium

It's been a while since I have posted anything to this blog and the reason for that is pretty cliched in that we have been exceptionally busy rolling out various mobile initiatives. It has been quite an educational process too as the initiatives we have been involved in deploying have varied from a simple sms short code to full blown campaigns integrating television, radio, print, activations, online and mobile.

We have spent the last 18 months evangelising about the benefits of mobile but to actually see the results by comparison to the traditional media spend has been fantastic and a real testimony to what we have been sharing.

I'm going to talk about two campaigns, one is complete the other is still running however the ad spend has been the same and the resluts have been consistently similar.

Campaign A - used a mix of all media components to fulfill 2 objectives;
1) Get users to purchase the product
2) Get users to log on to the mobile environment

The mobile environment had information about the product, free content downloads in the form of video and wall paper, a kick ass competition as well as other elements such as the ability to refer a friend etc. Mobile advertising spend was allocated to 2 renowned networks - Admob and the other which I won't mention for various reasons which I'll get into a bit later suffice it to say has a specific purpose and a younger target market with phenomenal stats.

All traffic was directed to one point which was the mobile online space so from a measurement point of view it was very easy to track the performance of the 2 mediums.

The Ad spend in the Admob space was very small to say the least - in fact it was 30% less than what we would normally recommend and by comparison to the total media spend probably came in at around the 5% mark... so very low but what was fantastic to see was the level of interaction achieved off this one medium.

The number of unique visitors that visited the site as a direct result of this ad spend - 8442
The total number of unique visitors - 14757
The number of visitors that entered the competition - 7726
The number of referrals that were sent out by the unique visitors - 7839
The number of downloads - 5883

The cost of acquisition has come in at a very low cost by comparison to the total media spend.

Campaign B - used a mix of print, mobile and activations to fulfill 2 objectives
1) Get users to purchase the product
2) Get users to log on to the mobile environment which would generate awareness of the new product.

The mobile environment has very little information about the product, a compelling competition as well as other elements such as the ability to refer a friend, links to instant messaging and location based information etc. Mobile advertising spend was allocated to 2 renowned network - Admob and the The Grid.

As with Campaign A all traffic is directed to one point which is the mobile online space so from a measurement point of view it is very easy to track the performance of the 2 mediums.

I am specifically only going to be referencing Admob here as the Admob spend is complete and the engagement on The Grid is still in infancy however I will report on the outcome at the end of the campaign.

The spend in the Admob space has been exactly the same as in Campaign A (although we proposed significant more the client cut budgets drastically) but as you'll see the Admob results are significantly similar;

The number of unique visitors that visited the site as a direct result of this ad spend - 8318
The total number of unique visitors - 14604
The number of visitors that entered the competition - Still ongoing will report back on this at the end of the campaign
The number of referrals sent out to date by the unique visitors - 7709

For 2 completely different products and brands the response for the same amount of ad spend on Admob has been almost exactly the same and the cost of acquisition per customer is encouragingly low. The beauty about mobile is that going forward each of these brands now have close to 8000 new customers with whom they can engage at an absolutely negligible cost.

As a mobile acquisition medium Admob has proved it's metal to us and we will continue to utilise this medium in all acquisition and mobile advertising campaigns we are involved with. If you would like more information on this medium feel free to contact us.

We do hear very good reports on the outcome of Google Ad words and will be incorporating that medium into further campaigns to extend the reach and increase traction for brands.

For most mobile campaigns the question is always how do I attract a base of users or how can I engage with a base of users without spamming them. Each campaign objective and deployment being different;
the strategy applied is crucial to the outcome i.e. a viral campaign is the ultimate where the ad spend is negligible yet the traction huge however these campaigns are very difficult to implement as the uptake can never be guaranteed. It is possible though, to spend a little and include a viral element as a part of the campaign to bolster the acquisition process and reduce your spend.

1. Ensure you mobile online environment is actually a true mobile environment in that the site configures to all handsets. This is your first step.

2. Define the relevance of the mobile online space - without relevance the traction in that environment is going to be poor.

3. Define your acquisition strategy, and ensure you are in a position to manage it.

4. Deploy

5. Engage

Voila!

Indaba 2009

**Indaba 2009 is happening this weekend**.

SA Tourism will be showcasing their wares and deliver exciting news about what they are doing for their local tourist trade partners. The following can be expected;

* You can participate in product workshops and their local and international exhibitions
* You have the opportunity to network with international tourism companies.
* Through the Sho't Left section on their website you can advertise your packages for free.
* Their annual Welcome and Eteya awards showcase the best that South Africa has to offer. By entering, you'll receive additional local and international exposure.
* In preparation for 2010 they are launching a global marketing campaign, which you will benefit from.


http://www.southafrica.net is packed with valuable information for local, international and business travellers, as well as the trade. It's better designed to help increase your business' exposure.

Here's how:

* They'll market your business through our new website, this gives you global and local exposure at no cost.
* Your biz will be listed in the "Your Concierge" product search, available on +200 pages across the site and will appear in any main site searches that match either your name or service type.
* Relevant products are displayed alongside associated articles.
* Users can add your products to their Trip Planner, your contact details then appear in their Wish list - this is sent to the travel agent to book.


So, now that you know how they're taking your business places, here are some reasons to plan your next trip with southafrica.net:

* Trip Planner recommends best possible experiences in SA, based on your interests.
* National Product Database will help you locate the finest accommodation, activities and restaurants.
* Contact expert travel consultants online to plan your trip.
* Save your Wish list, share it with family and friends and send it to your travel agent for quotes.


So you may be wondering why I'm posting an article about Indaba 2009? Well we have had the pleasure of delivering a couple of elements on the mobile side which all focuses around this event and what you can expect to receive from SA Tourism.

If you cannot make it to the event there are 2 things you can do;

1) sms your name and email address to 34743 to register with the National Tourism Product Database

2) Log in to www.indaba2009.mobi where you can;

View what's on at the event

View the exhibitors at the event

Download the 2010 advert as well as

Experience the diski dance (also a download) and an brilliant concept which has huge potential for user generated content to be added.

In addition Garmin introduces Garmap for Mobile which can be downloaded off the site.


1. Launch your mobile internet browser.

2. Launch the application from the folder that it installed to.

3. Follow the onscreen prompts to start using the application.


Please note that roaming data charges will apply whilst using Garmap for Mobile

*Join the growing network of Indaba delegates on LinkedIn: http://events.linkedin.com/Indaba-2009/pub/34772.

So what are you waiting for.... go, register and check it out.

The Mobile Marketing edition

I was recently honoured to be asked to participate in the 17th edition of the Digital Edge podcast interviews - which is all about the Mobile Marketing.

"The Digital Edge is a new weekly podcast brought to you by Cambrient which will expose you to the inner workings of digital marketing, and profile some of the biggest stories in the business."

The list of contributors to this edition rank exceptionally high in the SA market space and all from different areas within the mobile marketing arena which makes for an interesting listen with various opinions relative to the spaces being worked in.

Michael Laws:
Michael is a Portfolio Manager for Mobile Marketing at Vodacom. He runs the "Adme" division, another part of the massive Vodacom mobile advertising offering.

Angus Robinson:
Angus is the founder of Brandsh Media -- a specialist mobile and social media agency -- and is closely involved with Cerebra Communications. He is active in the mobile industry and sits on Waspa's management committee, the mobile VAS industry's self-regulation authority. He has been in the mobile, media and internet industries since 1994 with the likes of MTN, MIH/Multichoice, Metropolis, Striata, and most recently iTouch.

Simon Davis:
Simon has a diverse background, including work on pioneering mobile social networks, launching B2B and Consumer e-commerce websites and working on commodity trading systems for a variety of companies including Socialight, AngloGold-Ashanti, MKS Finance and JPMorgan. FMBA Columbia University (USA), BA Philosophy (University Witwatersrand SA).

Jason Xenopoulos:
Jason is a filmmaker and entrepreneur whose media ventures have covered the areas of film, television, music and the Internet. His first feature film as writer-director, Promised Land, was released in January 2003 in Cinema Nouveau and Ster-Kinekor theatres across South Africa.

Saul Kropman and Jarred Cinman have delivered exceptionally well with this initiative and if you are working in the digital space I'd highly recommend subscribing to their feed.

Download the podcast here (view all relative links) and pass on your feedback - it would be great to stimulate more of a discussion around this topic as there are so many various areas of focus with so much scope and not to mention lessons to be learn't.

Mobile Marketing

Leading on from my last post - the insert of the presentation by Graham Brown and taking the fact that my focus is all about Mobile Media, I have in the past few months been giving a lot of consideration to the mobile marketing arena.

I have seen and toyed with some amazing applications that facilitate marketing to users. I consider some of these mechanisms as pure genius and proposed and used some of them in the strategies we have designed, however after having viewed the presentation below I find myself standing back thinking about the relevance of what we do.

4 words have been resonating through my being - what is the relevance?

I look at Mxit - and immediately can identify that the relevance of the platform, which is to provide a cost effective mechanisms for people to communicate. It's no surprise that the platform has been adopted by the younger generation but what is a surprise is how the platform is evloving to facilitate the corporate world and although I get it I can't see the relevance - the engagement is very one sided and totally foreign to what the platform is all about.

Are the users of the platform actually benefitting from being advertised to...? I used to think so but today I'm not so sure.

I look at Multimedia messaging and again logically can identify why the mechanism is a great one, but find myself asking the question; what is the relevance of distributing multimedia adverts? People use the application to send pictures to and from their friends and even in that relevant space there has not been a massive uptake by phone users.

The success of a GREAT marketing campaign lies in the uptake and engagement with your target audience and as much as I'd like to profess that mobile marketing is THE best mechanism within your marketing campaigning I have to be prudent in advising that successful campaigning includes a mix of relevant platforms. e.g. We ran a campaign for a large Blue Chip recently where the campaign made use of TV, Radio, Print, Online, Mobile banner adverts, Splashscreens within Mxit, Multimedia Messages and SMS. It was interesting to note that radio had a tremendous effect on the outcome of the campaign - as we could see traffic spike on the mobisite after the campaign had been pitched. Likewise with MMS and SMS - after sending out the message we had a tremendous spike in traffic on the Mobi-site. It has been difficult to measure the response from Mxit, TV and Print however with the correct mix of delivery and engagement mechanisms one can very easily measure the success of the campaign.

The most important and crucial element that one needs to consider at all times is; "what is the relevance?" Look at all the mechanisms available to you, identify their purpose and establish whether your objective, within that environment, will have relevance. Plan effectively, ensure that your advisors have your best interests at heart and don't be afraid to test the landscape. This is a new channel of engagement, we are all learning and will continue to do so. i.e. What works well with one brand, may not neccessarily render the same results for another.... Test the relevence, understand the mechanisms and have some fun.

2009 - School Fees

I have reviewed many articles about the trends for 2009 which I have to admit have been really interesting and which I intend to keep as a reference when I review and compare to what has actually transpired at the end of the year, however what I enjoy most about the articles is not what is being said but that there are individuals out there who are prepared to put their "proverbials" on the line in public forums that have massive reach - big Kahuna's.

So I have a question - If these specialists get it wrong - what's the recourse?

I'm assuming there won't be any. The way technology and trends are evolving it's very easy to be a "specialist" - particularly the way things change and so needless to say I'm sure opinions will change with those trends and or technology.

I also think if you follow the online industry trends you will note that the same trends that appeared in 2008 are still hot topics - with some variation here or there... but there's no real earth shattering revelation that is going to blow us away... we will continue to do what we do and that for me is comforting because the online and mobile marketing space - as my preffered choice of expertise, for someone like me is a dynamic and exciting industry to be involved with.

My views for 2009

We understand that Mobile is probably the most powerful media platform we have yet encountered - the 7th Mass Media - the question is how do corporates effectively engage within the mobile space?

Let's start at the beginning:

Defining your Mobile Strategy

It is very difficult to sift through the clutter of which mobile marketing mechanisms are effective, nice to use, or fit's the budget. In my experience of designing campaigns more than often the marketing manager strips and changes the shape of the proposed strategy to fit the budget allocation and in most cases it is generally a process that has not been given much thought and requires immediate implementation.

Athough I find this absolutely frustrating I understand the reasoning behind it however 2009 has to be a year where more thought and effort goes into the marketing strategy.

I believe that if you have an online strategy you HAVE to have a mobile online equivalent - without question. I.e. you need a mobi-site.
This is the 1st port of call and you need to ensure that the mobi-site you have established works across all platforms. The user experience has to be good - so be wary as to who you have design your site.

Once you have your base set you can then define the "mechanisms" you will utilise to engage with people and this should generally form a part of your overall marketing plan as now your customers can choose to either access your online site, Mobi-site or contact you directly.

The mechanisms that are proving to work well are defined according to your objective and target market and therefore require careful planning and consideration prior to utilisation;

Mxit - is a phenomenal platform for enaging with youth however there is no guarantee that the youth you are trying to talk to are interested in your product and it is also exceptionally difficult for Mxit users to engage directly with your brand from the Mxit application. Thus your communication strategy within this environment is key.

Mobile Banner Adverts - also a phenomenal mechanism of communicating with people with currently in excess of 300 million banner adverts being served to SA users per month. This mechanism facilitates pulling people into your environment as they can link directly to your site from the site where the advert is being rendered, however you do not control who engages with you brand

MMS - also very effective as a mechanism as you can differentiate your brand and provide a hyperlink to your mobi-site however I believe this area will become more cluttered with specific players focusing on delivering MMS messages as a primary mechanism of mobile advertising.

SMS - very effective if your client is expecting to hear from you but utterly worthless if you are trying to market a product as there is too much clutter already and people tend to delete this type of marketing without even reading the message.

There are a multitued of other mechanisms but the point I'm making is simple - define your mobile strategy first. Start with your Mobi-site and then work on mechanisms of encouraging interaction with your customers....as you can see there are many mechanisms and each one has a specific place with specific outcomes. Ensure that you understand what those are (before comitting your marketing spend) and you will not be dissapointed.

There you have it - my "proverbials" on the line - no pun intended there either.

Another Successful Mobile Campaign

This is a post I picked up this morning from Just another Mobile Phone Blog which is one of my favourite streams of current and up-to-date mobile information.

Although the headline will appear below later I wanted to highlight the success of mobile marketing which is clearly indicated here. The 2 companies involved are Nokia and Unilever and why this is such a big deal for me is that many people we talk to about mobile campaining often pass the comment that mobile is not relevant to their product or market segment.

Here is proof that mobile marketing, if designed effectively, does work. The products that were being driven were; Nokia 5200 and a shampoo (Seda Teens Shampoo).

Results: The initial goal of handsets sold for this product was met after only one month. In addition to selling out inventory four times, the campaign generated twice the number of visits to the mobile site than the traditional website and more than 11,000 game downloads. The mobile website averaged a 10 percent click-through rate.

The important elements to note when defining your strategy are;

1) Does the campaign give me REACH,
2) What level of INTERACTION do I have with my customers (am I ready for that interaction?) and
3) Finally the MEASUREMENT is it quantifyable.

There are so many other variables to choose from;

The right technology platform
The right banner advertising platform
The right Mobi-Site development
The right community
The right content
The right landscape

In each of these areas you will find specialists comitted to their alotted business. My advise is to ensure that your marketing people are skilled up to understand the entire landscape in order to define the right strategy. Mobile campaigning can be very effective, use the resources throughout the industry to advise you on the elements available but always use your marketing skills to design and define the campaign.

Using companpies that offer only one dimension and promote only their value proposition as the effective mechanism for mobile marketing - could have a dismal outcome on results of your campaign.

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Courtesy of Just Another Mobile Phone Blog.

ESPOO, Finland, -- Nokia took home a Mobile Marketing Association Award for its innovative work on a mobile advertising campaign for Unilever's Seda Teens Shampoo in Brazil. The initial goal of handsets sold for this product launch was met after only one month, prompting four increases in volume to meet retailer demand, still selling out after only two months.

The campaign, which won an award in the Branding Category for Latin America, drew consumers in with a branded mobile device, downloads, a game, a social networking site, and ads that ran on the Nokia Media Network. The Nokia Media Network is a premium, handset-agnostic mobile advertising network comprised of top-tier global publishers, operator partners and Nokia services such as Nokia.mobi.

"We were excited to take part in this new marketing initiative, allowing us to reach the consumers we want on the device they want," said Paula Lopes, marketing manager for Unilever. "This campaign shows how innovative both Nokia and Unilever are when it comes to reaching consumers."

Nokia and F.biz, Unilever's mobile agency, developed the mobile advertising campaign including:

-- A customized device -- the Nokia 5200 Pink packaging came with a Seda Teens-branded sleeve, phone jewelry and a folder presenting the Seda Teens offer;

-- Customized software preloaded with Seda Teens advertisements in the opening and closing screens, four Seda Teens 'themes,' a Seda-branded game and MP3s from a popular Brazilian band;

-- Bookmarks preloaded to the device, pointing to a Seda Teens game named "Dancing Star;"

-- A branded social networking site, accessible on both mobile and the traditional web, that allowed users to browse beauty and health tips, horoscopes and an area called "Experts," where they could submit questions on life; and

-- Banner ads that ran on the Nokia Media Network and decks of all major Brazilian mobile operators, leading to a download page for the game and the community site.

In addition to selling out inventory four times, the campaign generated twice the number of visits to the mobile site than the traditional website and more than 11,000 game downloads. The mobile website averaged a 10 percent click-through rate.

Nokia Interactive Advertising helps brands reach the potential global audience of 3.3 billion consumers with mobile devices. Through the Nokia Media Network and Nokia Interactive Solutions, Nokia Interactive Advertising provides brands with all they need to connect with and engage consumers with mobile advertising.

About Nokia

Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. We make a wide range of mobile devices with services and software that enable people to experience music, navigation, video, television, imaging, games, business mobility and more. Developing and growing our offering of consumer Internet services, as well as our enterprise solutions and software, is a key area of focus. We also provide equipment, solutions and services for communications networks through Nokia Siemens Networks.

Motorola is on the hunt for South Africa’s next music sensation with the launch of MOTOROKR™ STAR.

I have had the priveledge of personally being involved in this campaign, where we developed the Mobi-site and mobile Multimedia components. Needless to say I am very proud of what we have accomplished and as such am posting the official press release on my blog.

The campaign is SENSATIONAL with Wyclef Jean and Fergie - teaming up to record and produce the winners track. Motorola have moved into the music scene with their Rokr range of phones as well as the incredible w230, which is a low end phone with multimedia capability and comes with a 2gig memory card - for R566. Mindblowing!

This campaign is well positioned with their strategy and is set to give local talent a step up to the international platform of musical stardom. If only I could sing!

US Superstars Wyclef Jean and Fergie team up with Motorola for SA MOTOROKR™ STAR

Johannesburg, South Africa – 14 November 2008 – Motorola, Inc. (NYSE: MOT) today announced the launch of MOTOROKR STAR, a sensational competition to discover and promote new musical talent.

The competition, which will be judged by music icons and Motorola brand ambassadors Wyclef Jean and Fergie, gives one South African finalist the chance to experience the life of a superstar with an all expenses paid trip to New York. One budding pop star will then be chosen to win an amazing prize, which includes the chance to record a brand new song specially written by Wyclef Jean for the competition, vocal coaching by acclaimed singer Fergie and a recording contract with a major record label.

“We are so excited about the launch of MOTOROKR STAR,” said Andrew Morely, Vice President of Marketing for Mobile Devices EMEA, Motorola. “Our ROKR products give music fans a portable way to enjoy their music; twenty-four hours a day, seven days a week. This competition is going to be a fantastic way to unleash a new breed of musical talent for consumers to experience.”

The MOTOROKR™ STAR COMPETITION

Entry

Participants can submit entries in three ways:

Mobile Submit a video audition to www.motorokrstar.mobi

Web Submit a video audition to www.motorokrstar.com

Live From 1st Nov 2008, the MOTOROKR Star Audition Booth tour will visit six major shopping centres across the country to allow participants to record and upload their entries in a recording booth.

Voting

Members of the public can log onto www.motorokrstar.com and vote for their favourite entries.

In January 2009, the 100 most popular tracks will be judged by a panel of music industry experts to find the top 10 entries for South Africa.

Finalists

The top ten SA finalists will be announced and the South African winner will be selected by Sony Music and Wyclef. The SA winner will receive an all expenses paid trip to New York to participate in the final leg of the competition and the nine runners ups will each receive a MTN Exploded Management program.

Winner – THE MOTOROKR STAR

An expert judging panel, which will include Wyclef and Fergie, will then choose the ultimate winner. The MOTOROKR STAR will receive:

• A recording contract with a major record label*

• Vocal coaching by Fergie
  

• A 12 month management deal* with Maximum Artist Management, whose clients include The White Stripes, Eva Longoria and Elisha Cuthbert
  

• The opportunity to record a song specially written by Wyclef Jean for the MOTOROKR STAR competition
  

Celebrating the ROKR range

The MOTOROKR STAR competition celebrates Motorola’s ROKR™ range of mobile phones.

MOTO W230:

Lose yourself in Music with the MOTO W230’s onboard MP3 player, stereo FM radio and dedicated music keys for quick access to and control of your music. With up to 1GB expandable memory, upgradeable to 2 GB you can store up to 500 songs for your entertainment. RRP R566

MOTOROKR™ E8:

The flagship ROKR product, the E8 uses Modeshift™ technology to seamlessly shift between talk, music and pictures. The haptics keypad technology and the Fastscroll navigation wheel make for the perfect combination of style and function.RRP R2499

MOTO™ EM30:

One moment ROKR EM30 is a mobile phone. The next, it transforms into your favourite music player. It uses Motorola’s innovative ModeShift technology to illuminate the keyboard — red keys illuminate in music mode and a brilliant blue keypad appears in phone mode — to take users from talk to text1 to complete music immersion at the touch of a button. With colourful cues that let users know exactly which mode they are in, the ROKR EM30 connects the sounds that matter most: family, friends and favourite artists. RRP R1999

MOTO™ EM325:

The EM325 offers a genuine music-player experience with immediate access to a stored music library or built-in FM radio with Radio Data System technology. The EM325 includes up to 2GB optional removable microSD storage, which gives users plenty of space for their music. RRP R 999

* Subject to individual contracts being signed

About Motorola

Motorola is known around the world for innovation in communications. The company develops technologies, products and services that make mobile experiences possible. Our portfolio includes communications infrastructure, enterprise mobility solutions, digital set-tops, cable modems, mobile devices and Bluetooth accessories. Motorola is committed to delivering next generation communication solutions to people, businesses and governments. A Fortune 100 company with global presence and impact, Motorola had sales of US $36.6 billion in 2007. For more information about our company, our people and our innovations, please visit http://www.motorola.com.

About MOTOROKR STAR

For terms, conditions and further information, please visit www.motorola.com/motorokrstar or SMS ROKR to 39066.

Mobile Marketing!?

Every day we are seeing more and more company's delve into the world of mobile marketing and I am thrilled to see the transition taking place.

I am however concerned at the number of companies out there that are pushing their value proposition as mobile marketers, when in fact the the truth is they're not!

The use of various elements of mobile media must be viewed in line with an entire strategy and should not neccessarily be used independently - that is not Mobile marketing!

What is Mobile Marketing?

Is it the use of SMS/Text,
Is it the use of MMS,
Is it the use of a Mobi-site,
Is it the use of Banner Ad Placements,
Is it the use of Applications,
Is it the use of Social media.

Running an SMS based campaign works exceptionally well if utilised to inform or solicit participation in competitions. As advertising - it pales into insignificance by comparison to an MMS based campaign - where you have the ability to engage with a user in a very rich, and entertaining basis.
Setting up a Mobi-site gives you a mobile presence however how are you engaging with customers in this space? This is important! This is where your level of engagement needs to tie in with what is transpiring in the social media space. This should form a part of your online strategy. Your Mobi-site is crucial to the success of your Mobile marketing campaign - make sure you think this one through carefully in order to meet your objectives.
Using Content and Applications can form a crucial part of the delivery mechanism but should by no means be the core of your Mobile Campaign. They are an extension to achieve your Reach.
If you review the statistics about social media and understand what social media is all about - you'll understand that there is an inexorable link between the 2 mediums.
People are choosing where they spend their time online and the clutter associated with branding/advertising is filtered out by what they choose to engage in.
The mobile phone is literally the access point to this world of social networking and as a brand, one needs to ensure that you have your strategy geared and optimised to extract and deliver VALUE!
There is a direct correlation between social networking and mobile marketing and there is a huge requirement to facilitate incorporating the mix of mechanisms above to deliver that.

So What is Mobile Marketing?
It is in fact the strategy around engaging a brand with consumers in a mobile environment, to deliver and achieve the desired objectives. Use the medium effectively and you will discover the most powerful media platform - ever!