La última acción de marketing móvil de Coca-Cola en España, desarrollada a través de su agencia de marketing digital, se ha convertido en el proyecto que mayor número de participaciones ha registrado en una acción a través de SMS a escala nacional.

Entre junio y septiembre, los consumidores de Coca-Cola tuvieron la oportunidad de “invitar a una ronda” gracias al código que podían encontrar en las botellas de cristal de Coca-Cola. Apoyada por una estrategia multicanal basada en anuncios en televisión e impresiones en el mismo producto, la campaña “A esta ronda invito yo”, destinada a promocionar los envases retornables de la firma, registró más de 1.300.000 participaciones, lo que constituye todo un hito en el ámbito del marketing digital.

Nokia anunció esta semana que abre su comunidad de contenidos móviles MOSH a la publicidad. El portal lanzado en agosto del 2007 cuenta con más de 100 millones de usuarios que según Mike Baker, Vicepresidente y responsable de Nokia Interactive Advertising se trata de usuarios móviles avanzados con un perfil muy deseado por los anunciantes.

Los anuncios aparecerán tanto en la versión móvil como en la versión web. El primer cliente en utilizar este servicio, la comunidad de video Vringo afirma que sus descargas aumentaron un 100 por ciento gracias a la publicidad aparecida en MOSH, sin duda parece que al menos a ellos le funciona.

Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.

Distribution may be via a traditional localized broadcast, or more commonly is specifically targeted to devices known to be in a particular area.


The location of a device may be determined by:

- A Bluetooth or WiFi device being within range of a transmitter.
- An Internet enabled device with GPS enabling it to request localized content from Internet servers.
- A cellular phone being in a particular cell

Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area.

Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress.

Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.

Marketing through the Mobile Channel, “Mobile Marketing,” consists of a unique, complex, mix of technologies, business skills, and marketing expertise. It is a child born of the Internet revolution, and it is critical that today’s marketers grasp its significance. It is one of the first new channels to arise in over 50 years, and will quickly become a primary means of reaching out to our customers.

People have become more and more comfortable with and reliant on digital communication solutions, including the mobile phone. In fact, there are now more mobile phone subscribers in the world (1.4 billion), than there are landline phones subscribers. The mobile phone is becoming a primary means of communication, not only for voice but also for digital services, email, digital photos, navigation, etc. Worldwide over 350 billion text messages, also known as “SMS Messages,” are exchanged across the world’s mobile networks every month, with over 15% of these messages, according to the Yankee Group, being classified as commercial, or marketing, messages.

The objectives of mobile marketing campaigns are straightforward:
- increase brand awareness
- generate a customer profile opt-in database
- drive up attendance to events or visits to a store
- improve customer loyalty and increase revenues.

Mobile Marketing does not stand alone; rather it leverages traditional promotional channels, such as the recent Mobile Marketing Campaigns associated with American Idol, The Apprentice, and the 2004 Superbowl MVP campaigns. The traditional marketing promotional value chain consists of campaign sponsor (the brand), marketing agency, content provider, and traditional promotional channel such as TV, radio, paper media or even the Internet, as shown below. (Source: iLoop Mobile)

Fuente: Mobile Marketing Association (MMA) http://mmaglobal.com

Client: Pascual – Zumosol Activo (www.zumosolactivo.com) - Spain.

Background: Pascual is a beverage company that wants to launch a new drink mixing juice and milk.

Goals:
Pascual sponsored the tour around Spain of the “El Canto del Loco”, and wants to tied their brand with this musical group.

The objectives of the campaign were:

· Introduce their new juice “Zumosol Activo”
· Zumosol Activo brand awareness
· Tied “El Canto del Loco” brand to Pascual brand.
· Reach the youth thru technology

Idea:
The participation of Mobile Dreams Factory were in 2 actions:
1) Zumosol – El canto del loco’s videoblog:
In this action we sent to every concert 2 bloggers that performed as fans of El Canto del Loco. They recorded on video comments, experiences and impressions of the Tour. All the videos were recorded by mobile phones and uploaded in real time to a videoblog. This action made possible to enjoy El Canto del Loco’s tour thru the “fans”, tiding Zumosol Activo and the music group brands.
2) Proximity Marketing in-concerts:
We set Bluetooth antennas in every concert. Those antennas sent videos, animated gif and Microeditions (www.microeditions) of El Canto del Loco and Zumosol Activo.

Results:
· The Campaign lasted 2 months.
· We covered more than 30 concerts around Spains.
· The bloggers travels more than 23.000 kms (around 14.000 miles).
· More than 200.000 people follow the concerts thru the videoblog.
· More than 35.000 downloads thru Bluetooth.

Resources:
You can browse the videoblog at: http://www.zumosolactivo.com/videoblog.php

Mensajería instantánea: joven, gratuita y de éxito.
Opción de futuro de las comunicaciones electrónicas



Adiós al chat. Los servicios de mensajería instantánea han logrado un éxito y una repercusión enormes, erigiéndose como la forma de comunicación de mayor crecimiento: más que el e mail o la voz sobre IP. Incluso ha generado una nueva socialización dentro de Internet, en la que grupos de personas sólo se relacionan mediante este canal.

¿Podría tratarse de la última e inesperada revolución de las comunicaciones digitales, recogiendo el testigo de otras como los SMS? El uso de la mensajería instantánea ya se nota en el descenso de las llamadas telefónicas y en el consumo de televisión.

Es un hecho que las nuevas tecnologías de la Información y la Comunicación (TIC) y, más específicamente, las Comunicaciones Mediadas por Ordenador (CMO) han traído importantes cambios sociales, desde el desarrollo de nuevas formas de gestión de producción y distribución hasta el desarrollo de nuevas costumbres políticas, culturales y lúdicas.

La forma en que se relacionan las personas no es una excepción, sino probablemente el ámbito en el que con mayor claridad repercuten estas nuevas tecnologías.

La tecnología se ha convertido en un lubricante social que permite a los usuarios mantener las redes sociales ya existentes y ampliarlas a través de una continua interacción del espacio virtual con el físico. En este sentido, hay que descartar la imagen, ampliamente extendida, de dos espacios en paralelo y de escasa interacción entre sí.

Whether or not they have a winning season on the ice, the Carolina Hurricanes already have a winning wireless-advertising campaign.

The NHL team, the first to advertise over wireless devices, is increasing brand awareness and promoting season-ticket sales among wireless consumers in North Carolina, South Carolina and Virginia via WindWire's wireless-advertising network.

When they receive call-through ads on their Web-enabled handsets, wireless consumers can call Hurricanes' customer service for ticket and promotion information, saving them time while expediting the sale, said Howard Sadel, Carolina Hurricanes' director of new media and graphic communication.

The Hurricanes have reported a 15% call-through success rate from its current campaign - 15% of all consumers who received Hurricanes wireless ads called through to the ticket office - since it began in October 2000.

And this may just be the tip of the iceberg. The Kelsey Group predicts that wireless advertising will generate revenues of $17 billion by 2005. According to Forrester Research, "The market for wireless advertising ... has the potential to be a high-value market, capable of commanding rates two to three times higher than those of the fixed Internet."

But despite all of the wireless-advertising hype, not much is known about what kinds of ads will work, which business models to employ or how consumers will respond. Before a profitable wireless-advertising industry can take off, a lot of infrastructure must be installed and a lot more people must begin using their wireless phones for data services. But as with other media, you can bet that the wireless industry won't be ad-free for long.

What Will Work? Wireless ads must reach the right audience with the right message at the right time. According to industry analysts, wireless users will more readily accept advertising delivered within the context of relevant, highly targeted, value-added messages that match their personal profiles.

The most common example of wireless advertising is walking past a Starbucks and your phone rings with a 20% off coupon.

"That may happen if you optin to it, but the real advertising opportunity is on the pull side," said David Wilson, WindWire co-founder and executive vice president.

According to Wilson, carriers should use response-advertising models because they encourage subscribers to use both voice and data minutes.

"One click and you're calling a number," he said. "For the advertiser, you immediately go from delivering an ad to a consumer who with one press of a button can call your number. At the same time, that generates a phone call for the carrier. Advertisers could pay for or sponsor calls. Either way, the carrier will get money every time a consumer responds to a call-through ad."

Although the Hurricanes' advertisement was provided through WindWire's network, Wilson said the company is in discussions with major carriers who want to offer similar advertising services to subscribers. WindWire's WindCaster solution delivers ads, coupons and promotions to Internet-enabled devices based on the type of content the wireless user is viewing. For instance, sports fans checking yesterday's scores on cellular phones can see special ticket offerings for their favorite team.

Carriers can control exactly who gets ads and who doesn't, as well as what type and how many ads they receive. For every dollar the advertiser receives, the carrier, the content provider and WindWire each get a piece.

In a recent Strategis Group survey of 500 wireless subscribers, 77% of users said they would be willing to receive advertising on their handsets to reduce or eliminate other charges. The study also revealed that 34% of wireless users are interested in wireless-portal services, and a majority of those would be willing to receive advertising in return for discounted monthly fees.

But Barry Peters, Lot21 Interactive director of emerging media, said this model won't work for business customers, one of advertisers' primary targets right now.

"We've seen this in landline, offering free long distance for listening to a 10- or 15-second ad; that's been tried for 15 or 20 years and has never taken off," he said. "The typical cell-phone user in the United States is very task-oriented. They have a cell phone as a utility. If you put a 15-second ad in front of them before they call their voice mail at work to see if a purchase order goes through, that's not going to fly."

According to Peters, teen subscribers might be a better audience for such a wireless-advertising model, because advertisers could subsidize teens' phones in exchange for their listening to ads.

Lot21 created the first ads to run on AvantGo's wireless home page for Intraware, an IT marketplace for Web-based software and services. As a gateway advertiser, Intraware sponsored all content selected by the user, making the buy significantly cost-effective. The ads ran for two weeks and reached more than 500,000 subscribers. As a result, record-level return-on-investment results were achieved, including 97% reduction in Intraware's member-acquisition cost.

But Peters said wireless advertising will be more of a customer-relationship-management tool. For example, United Airlines won't pay for sending messages to consumers that say "call now for a special deal." But it will negotiate a deal with the carrier to contact existing customers to let them know that their flight is delayed.

"Wireless as a medium is not going to be an effective customer-acquisition tool because of the privacy issues and subscription models," he said. "I'm not going to pay to have someone telemarket to me. What I will do is pay so I can remain in contact with content that's important to me."

"Either the carrier's going to have to pay for content and give it to customers for free and then reduce their margins if they don't raise their bills, or they're going to have to sell ads on that content in collaboration with the content provider and make the content free," Wilson said.

Free content or not, you always must provide value to subscribers.

"There's a fine line between content and advertising; it has to be perceived by the user as some sort of value no matter how it's positioned in the industry," Peters said.

Advertising.com, which is currently delivering ads to WAP-enabled wireless devices, recently announced the Wireless Advertising Marketing & Measurement Initiative (WAMMI), to identify, test and measure the most effective wireless-advertising methods.

WAMMI will test six emerging wireless channels: messaging, wireless Internet, location-based advertising, interactive, retail integration, and time-sensitive advertising, and provide valuable insight into how to develop, package and deliver messages that will reach millions of consumers in a wireless environment.

The WAMMI research will encompass the full scope of wireless devices across multiple geographic markets, and provide insights into the target audiences' behaviors and levels of acceptance of wireless advertising.

Advertising.com is soliciting carrier involvement in the strategy, which Jeff Dickey, chief strategy officer, said is "a starting point to give some idea of what the roadmap is going to look like."

Perhaps carriers' biggest challenge moving forward is not increasing churn rates with wireless advertising.

"Carriers can add 5% to 10% to their revenue from advertising, but they must be careful that they introduce advertising in a way that that revenue won't be offset by churn," Wilson said.

To prevent that nightmare scenario, you need to understand your customers, their needs and how you can deliver value to them. And if you do that, the wireless-advertising future looks bright.

"As 3G networks unfold, there will be significant emphasis put on advertising, and we expect that wireless carriers will become information-service providers," said Paul Palmieri, Advertising.com wireless group vice president and general manager. "Just as AOL gets 60% of their revenue from advertising, wireless carriers will do the same."

Here are several things to consider before jumping into wireless advertising:

- Customer acceptance and retention are king in wireless advertising. Formal outsourced tests are one way to benefit from consumer-acceptance research.

- When companies beat on your door to deliver ads to wireless devices, require detailed demonstrations of their technology.

- Experiment and do internal testing of different types of advertising and privacy standards you want to follow.

- Don't sign exclusive representation agreements: If you want to monetize content, there's a better opportunity to sell the inventory if you don't sign these agreements.

- Until advertisers are lining up to give large percentages of their media budgets to wireless, get advertisers used to advertising on your gateway network by borrowing scale from other forms of media.

- About five different parties could be involved in splitting the wireless advertising dollar. Revenue sharing is important, so sort out which business models work.

- Ad placement will be a more profitable model. Don't settle for sponsorship.

- Permission from the consumer is an opportunity to begin a profitable conversation: If you can use the consumer's permission to bring that consumer timely, personal and relevant ads, then you'll deepen that relationship and not only foster connectedness to your network and service, but also a much more profitable conversation with that consumer for the long haul.

Source: Paul Palmieri, Advertising.com

El 75% de los clientes de telefonía móvil está dispuesto a utilizar sus terminales como instrumentos de pago, según el estudio "El negocio de los servicios y aplicaciones de telefonía móvil en el mercado residencial", realizado a partir de una encuesta a 700 usuarios. Los consumidores encuestados prefieren utilizar el móvil para pagar servicios tales como el transporte, máquinas vending, tiendas tradicionales e Internet. Sin embargo, valoran poco el uso de sus móviles para pagar en restaurantes, bares y locales de ocio. De estas contestaciones se concluye, según el informe, que el móvil podría ser una verdadera alternativa al pago con tarjeta en las tiendas e Internet.

Hábitos de uso en la telefonía móvil

Los usuarios españoles se caracterizan por su escasa propensión a cambiar de operadora. Menos de un 20% de los encuestados está dispuesto a cambiar de compañía. Si se desglosa por edad, es el sector de entre 20 y 39 años el que muestra una mayor disposición (un 32% de estos usuarios). Esta escasa propensión se debe, según el informe, a que más del 90 % de los consumidores está muy satisfecho con los servicios de voz y SMS que les proporcionan las operadoras, y a que pierden el número de móvil cuando cambian de compañía.

Los que quieren cambiar de operadora lo hacen ya sea por el precio, ya sea por el servicio. Ambos en términos análogos. Teniendo en cuenta la poca propensión a cambiar de operadora, así como a la importancia que se le da a la marca del operador, se puede afirmar que no es un mercado predominantemente determinado por el precio como puede serlo el de la energía u otros.

Los aspectos que los usarios valoran más de su operadora son la seguridad de la marca - según un 25% de los encuestados, la oferta inicial realizada por la operadora - 22% y el plan horario - 16%.

Respecto a otros hábitos de consumo, el informe destaca que la mayoría de los consumidores dice que utiliza el móvil entre 10 y 20 minutos al día y que son los jóvenes los que más lo utilizan. Casi un 55% de estos afirma que lo usa más de 30 minutos diarios. El tiempo de utilización del móvil corresponde en primer lugar a los servicios de voz, es decir, a hablar por teléfono, seguido de los servicios de datos, principalmente de SMS. Los jóvenes son los que más utilizan el móvil para enviar mensajes, mientras que solo un 30% de los mayores de 60 años lo hace. Según la encuesta, el 100% del colectivo de entre 10 y 19 años hace este uso de su móvil.

El mercado de telefonía móvil es mayoritariamente de prepago. Un 70% de los contratos existentes son de prepago. Este porcentaje aumenta hasta más del 80% en el sector joven de la población (entre 10 y 19 años) y alcanza su cuota más baja en el sector de entre 20 y 39 años, en el que casi un 40% de este colectivo tiene un contrato de postpago.

De la encuesta se desprende que el móvil es, principalmente, un objeto de regalo. En el 41% de los casos el móvil fue un regalo. Destaca la escasa incidencia de los programas de puntos emprendidos por las operadoras para fomentar el cambio de terminales. Solo un 5% de los usuarios dijo que había obtenido su móvil gracias a programas de puntos.

El principal motivo de cambio de los terminales es la obsolescencia (según un 50% de los usuarios), por encima de otras características como la falta de autonomía y el tamaño. Este dato, junto al hecho de que el 75% de los usuarios jóvenes y casi el 50% del total afirman tener una marca preferida, indica que el consumidor de telefonía móvil es muy marquista. Concretamente, su marca favorita es Nokia, según desveló el 70% de los usuarios. Respecto al importe invertido, alrededor de un 50% de los encuestados dice gastar más de 90 euros en la compra de su terminal móvil.

Nuevos servicios de telefonía móvil

El teléfono móvil se consolida como un instrumento de comunicación y entretenimiento. Aunque los principales servicios utilizados por los usuarios siguen siendo la voz y la mensajería, un 50% de los consumidores encuestados afirma que está dispuesto a pagar por los nuevos servicios basados en comunicaciones y entretenimiento. El uso de servicios de notificaciones es en estos momentos claramente marginal, situándose por debajo del 6% de usuarios. Dentro de este servicio, noticias generales y deportes representan más del 50% de la demanda.

Los servicios susceptibles de pago son, según los usuarios, la mensajería SMS, la descarga de tonos, compra de entradas, juegos y chat. A pesar de esta disposición, los usuarios encuentran barreras en el desarrollo de los nuevos servicios y aplicaciones de telefonía móvil; principalmente, por el precio. El mercado doméstico de telefonía móvil considera que los factores que impulsarán el uso de las nuevas aplicaciones y servicios móviles son el precio, la rapidez de acceso, la fiabilidad y la seguridad.

La demanda futura de servicios de datos sera sensiblemente mayor en el mercado de empresas que en el mercado residencial. No obstante, en este último mercado llegará a representar el 30% de los ingresos de las operadoras.