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Media Intelligence : 2008 Intelligence
For information on your sector go to www.mediabiznet.com.au “ As people become more frequent users of mobile, it helps us build an advertising platform to take to marketers.” – Tommaso del Re, Yahoo! Mobile There is nothing currently accepted across the industry. From a marketeers perspective, agencies and so on, are looking forward to having a more transparent, widely accepted benchmark.”However he says that thanks to Yahoo!’s reputation as a trusted provider and partner, clients are happy with the information currently provided. “Initially, yes, although it is still at that exploratory stage. Nevertheless, I think at an industry level for mobile to grow and become a lot more widely accepted, these measurements will start to become more and more needed.” According to Dialect Interactive’s David Blakers, the main measurement is still responses in the form of a call-to-action, however more sophisticated services are starting to come through, such as mobile coupons which he says close the complete marketing loop. One example he uses which won Dialect an ADMA mobile marketing award, was for an event at Sydney’sMetro Theatre where customers were given the choice of purchasing a traditional paper ticket, or via mobile. “Customers turned up at the door and had a mobile ticket which was redeemed against the database to make sure there wasn’t multiple redemption. Then during the concert, we pushed out a mobile coupon off ering some discounts for Tooheys that night. You could forward on that mobile coupon, so it worked as a viral marketing campaign.” The Future While entertainment brands, youth and automotive were some of the early adopters in the mobile space, the technology is rapidly gaining pace in more conservative sectors such as FMCG and fi nance. The National Australia Bank teamed with Telstra for the launch of SMS banking which will allow customers to access a limited amount of functions. This comes hot on the heels of ANZ’s TXT banking and M-banking which was launched in February. Consumers too are engaging further with the medium. The choice of being contacted via email or SMS is becoming increasingly prevalent and as handset technology improves and carrier costs come down, there will be ongoing growth in mobile users. “We are going to start to see more of the marketing budget, in particular the digital budget, spent on mobile advertising,”says del Re, “so the numbers will continue David Blakers, MD Dialect Interactive to grow. Publishers like ourselves, as well as smaller publishers, will start to see a sustainable business in building and publishing in mobile.” “I think you will see more and more people look to start to establish a relationship with their customers at a one-to-one level and as part of that they will include mobile as part of an optional communication channel,”says Blakers. “You will see a lot more rich media campaigns because there will be a lot more MMS campaigns going out that are advertiser funded that won’t cost anything for the consumer to receive that marketing message.” “It’s not the next big thing, but it is the stuff we can do now that is so exciting,”saysMaudsley. “You’ve got the basic click to call, data capture, location based targeting, utilising the mapping technology, branded content, streaming TVCs, you can play games, and create applications,”he enthuses. “You obviously have the web, your tried and true SMS, there is MMS, QR codes – quick response codes, near-fi eld communication. We don’t need to look to the future because there is so much stuff you can do right here, right now that people aren’t utilising.”