According to Gartner, the top 10 consumer mobile app for 2012! not 2010 are as follow:
1. Money transfer via SMS
2.Location Based Services
5.Mobile Health Monitoring
9.Mobile Instant Messaging
This is certainly a peculiar trend to keep a look out for especially in Singapore where we are well known to adapt to technological changes as fast as lightning. Noteworthy to readers are that our SMS system do allow pt 1,2,6 and 8 can be done and we have existing customers in Singapore providing such services already.
ADVERTISING on mobile phones is a tiny business. Last year spending on mobile ads was $871m worldwide according to Informa Telecoms & Media, a research firm, compared with $24 billion spent on internet advertising and $450 billion spent on all advertising. But marketing wizards are beginning to talk about it with the sort of hyperbole they normally reserve for products they are paid to sell. It is destined, some say, to supplant not only internet advertising, the latest fad, but also television, radio, print and billboards, the four traditional pillars of the business.
At the moment, most mobile advertising takes the form of text messages. But telecoms firms are also beginning to deliver ads to handsets alongside video clips, web pages, and music and game downloads, through mobiles that are nifty enough to permit such things. Informa forecasts that annual expenditure will reach $11.4 billion by 2011. Other analysts predict the market will be as big as $20 billion by then.
The 2.5 billion mobile phones around the world can potentially reach a much bigger audience than the planet’s billion or so personal computers. The number of mobile phones in use is also growing much faster than the number of computers, especially in poorer countries. Better yet, most people carry their mobile with them everywhere—something that cannot be said of television or computers.
Yet the biggest selling point of mobile ads is what marketing types call “relevance”. Advertisers believe that about half of all traditional advertising does not reach the right audience. Less effort (and money) is wasted with online advertising: half of it is sold on a “pay-per-click” basis, which means advertisers pay only when consumers click on an ad. But mobile advertising through text messages is the most focused: if marketers use mobile firms’ profiles of their customers cleverly enough, they can tailor their advertisements to match each subscriber’s habits.
In September Blyk, a new mobile operator, launched a service in Britain that aims to do just that. It offers subscribers 217 free text messages and 43 free minutes of voice calls per month as long as they agree to receive six advertisements by text message every day. To sign up for the service, customers must fill out a questionnaire about their hobbies and habits. So advertisers can target their messages very precisely. “Britain is the largest, but also the trickiest European ad market, so if it works here it will work everywhere,” says Pekka Ala-Pietila, chief executive and one of the founders of Blyk.
Last year America’s Virgin Mobile tried something similar with its “Sugar Mama” programme, which offers subscribers the choice between receiving an ad via text message or viewing a 45-second advertisement when browsing the internet in exchange for one free minute of talk time. Those who spend five minutes filling out a questionnaire online get five more minutes. Sugar Mama is proving popular: at the end of August Ultramercial, the company that manages the scheme, reported that Virgin Mobile had given away more than 10m free minutes.
Vodafone, a big mobile operator based in Britain, sees mobile advertising as a potentially lucrative source of additional income. For the time being, most of the ads on its network are still text messages, although it has begun displaying ads on Vodafone live!, its mobile internet homepage, through which subscribers access the internet and download videos and music. Vodafone is also running several pilots, says Richard Saggers, the head of its mobile advertising unit, in which subscribers receive free content in exchange for viewing ads. Earlier this year, subscribers in Britain were given the option of downloading footage from “Big Brother”, a reality-TV show, in exchange for viewing a promotional video clip. The firm has also offered free video games punctuated with ads to customers in Greece, and free text messages to Czech students who agree to accept ads in the same format.
Most mobile advertising strategies now rely on text messages, since few customers have taken to more elaborate services that allow them to download music, games and videos and to surf the web. Only 12% of subscribers in America and western Europe used their mobiles to access the internet at the end of 2006. Most people think mobile screens are too small for watching TV programmes or playing games, although newer models, such as Apple’s iPhone, boast bigger and brighter screens.
That is not the only problem. While consumers are used to ads on television and radio, they consider their mobiles a more personal device. A flood of advertising might offend its audience, and thus undermine its own value. Tolerance of advertising also differs from one market to another. In the Middle East, for example, unsolicited text messages are quite common, and do not prompt many complaints. But subscribers might not prove so open-minded in Europe or America.
Another hitch, says Nicky Walton-Flynn of Informa, is that operators have lots of databases with information about their clients’ habits that would be of great interest to advertisers. But privacy laws may prevent them from sharing it. Moreover, advertisers, operators and middlemen have not agreed a common format for this information, nor worked out how to share the revenue it might yield.
Some think these obstacles will confine mobile advertising to a niche for years to come. But others see a whole new world of possibilities, as more people use their phones to access the internet and consumers grow used to the intrusion. Mobile phones, some of which are now equipped with satellite-positioning technology (see article), could be used to alert people to the charms of stores or restaurants they are walking or driving past.
Tying ads to online searches from mobile phones is another potential goldmine. A subscriber typing in “pizza” for instance, could receive ads for nearby pizza parlours along with his generic search results. Such a customer, mobile operators hope, is likely to be more grateful than annoyed by the intrusion. What could be more relevant than that?
This is a question many businesses are stuck with nowadays. With the advent rise of smartphone and waves of new shiny gadgets coming ashore, its no wonder everyone seeks to enter the fray. However, how does one “go mobile”?
Broadly speaking, mobile marketing can be considered a form of direct marketing, an evolved and reduced form of digital marketing if you will. To begin a mobile marketing initiative, ask yourself a few questions:
- What message do you want to convey?
- How does it fall in line with your overall branding ecosystem?
- What is the main medium you want to go with? Mobile App? Direct mobile web? SMS? MMS?
- Are you going to do viral marketing?
- How are you going to differentiate yourself from Spams?
Reaching a customer’s smartphone is becoming increasingly crucial as consumers, bombarded by layers and layers of ads, choose to avoid most communications. There are however 2 main approach to reaching out to them.
1) Mobile app development that are USEFUL
Native gaming apps or mobile applications are great in gathering the consumer’s attention. They offer the ability to garner the most consumer loyalty due to the high relevance and functionality.
However, from our experience, a lot of mobile app in Singapore often backfire due to the lack of ongoing support. Marketers often neglect the need for app feedback and failed to include them in their budget. This results in negativity on the branding of the company, bringing about bad publicity. This is a point, we feel all marketers MUST take note and plan for app refreshment. This however can be costly to marketers and should be viewed as a long term strategy.
2) Mobile direct marketing
Besides doing a direct email blast, SMS broadcast can be an effective and cost efficient way to deliver your promotion and ads to the consumers directly. Relative to phamplets, online ads, SMS broadcast is far superior compared to this channels given a compatible database.
Survey’s polling can also be done directly with SMSes. Compared to 3G technology, SMS is largely based on GSM technologies where there is currently no way to filter off or even off the service due to the nature of the technology. This provide the key benefit of compulsory reading of the message before even deleting.
To bring about a “Halo” effect, marketers must personalize the message as far as possible. This can either be in the basic form of including the client name in the message and so forth. Another key consideration is leveraging on the sender field where the company name can be put in for greater credibility.
Last but not least, testing and measurement are important to every campaign. Marketers must monitor and change the various aspect of the campaigns according to the response. For example, messages in SMS, Game app functions, style and mobile web page.
Benchmark with the current campaigns and see how they are performing. Incremental modifications over a period of time can often deliver satisfying results in the long run.
Techstudio provides both SMS and mobile app development capability to marketers.
Do take a look at our product web @http://tmms.techstudio.com.sg/index.html
Company website @ http://www.techstudio.com.sg/
Over the past few weeks, we have mentioned greatly about Mobile Marketing. But how do one go into the actual planning of mobile marketing. This article hopes to help you debunk some of the problems when setting up one and including in your marketing mix.
Evidently, you should list out all your marketing objectives that provide a complete view of your marketing efforts.
Start with a goal in mind, whether you want to raise brand awareness, generate leads or enhance customer loyalty. Some may even consider guerrilla marketing.
- Who are your target audience?
- What are your offerings?
- What are the details of your campaign? To drive sales? To have a stronger market share?
Who handles it?
This is highly dependent on the nature of your business. Smaller companies can handle the blasting by themselves while larger companies often outsource the operation to a specialist company.
Costs of Mobile Marketing
Ah yes, the most important part almost all of our clients see. You will need to estimate your costs and quota for each of your campaign. You will have to approach individual companies for their different rate charts.
Time. You will definitely almost want to tie your campaigns to a certain event. This includes movies, promotions and so forth. Delivery time is thus a KEY issue with mobile marketing. Usually, GSM dongles takes a relatively long time to push out the SMS. Reliability is another issue.**Techstudio solutions uses an entirely different system that gurantees performance**. Many marketers do not realise this key difference only to experience the pain after launch.
How SMS marketing works?
Shortcodes, keywords are some of the common technical jargon people associate with. Simply put a short code is a small number that consumers will see upon reviving the SMS. Keywords are words that can trigger a reaction by the system.
A shortcode is often costly to purchase and thus shared with a specialist company like Techstudio Solutions. Feel free to contact us if you do need this services. We do not charge a single cent for the sharing of shortcode. :)
OPT in OPT out are some of the key uses for such campaigns or even survey’s can be carried out.
Set up fees, monthly subscriptions, Licensing are some of the more pertinent issues marketer will face with. Going to a specialist company or purchasing a marketing suite in Singapore is much more cheaper and efficient.
In a bird’s eye view, that sums up about the very basics of the a mobile marketing campaign. To look at what others did, check out our mobile marketing posts tab and see some of them in action.
In light of the unfortunate Japanese Tsunami, NUS professors combined a gigantic touchscreen and SMS system to allow people to well wishes to be displayed in an interesting manner. (Located in i3 NUS)
When you SMS to a certain number, your messages will be updated and stored in twitter. Touching the screen will pop up a random message. This can be easily achieved by using a 2 way SMS interactivity and pushing it into a twitter database. After which, one will be able to pull the information and randomly put them on the screen.
We are surprised at the level of integration. This can easily be commercialized for marketers to have a viral campaign booth and run promotions. Some key advantages are the humour, attractiveness, interest generation capability for marketers.
Techstudio Solutions provide such software integration. Do visit us @http://www.techstudio.com.sg/
To read more about guerilla marketing, visit http://www.guerrillaonline.com/cs/Guerrilla-Marketing-Principles-54.htm
What is CAN-SPAM?
The CAN SPAM law is basically a guideline based in US that is good to follow in terms of advertising. In short, they are summarized as adapted from source
Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. For some specialized products or services, additional rules may apply.
If you advertise directly to children or market kid-related products to their parents, it’s important to comply with truth-in-advertising standards. Questions about kids’ privacy on the Internet? Read up on COPPA – the Children’s Online Privacy Protection Act.
Companies are offering consumers an ever-growing assortment of “green” options – and some are making claims about their product’s impact on the environment. But whether the claims are about the product or the packaging, truth-in-advertising principles apply: green claims – including representations about energy savings – must be backed up by competent and reliable scientific evidence.
Companies must support their advertising claims with solid proof. This is especially true for businesses that market food, over-the-counter drugs, dietary supplements, contact lenses, and other health-related products.
The Internet connects marketers to customers across the country and around the world. If you’re thinking about advertising online, remember the rules and guidelines that protect consumers also help businesses by maintaining the credibility of the Internet as an advertising medium.
The FTC’s Telemarketing Sales Rule helps protect consumers from fraudulent telemarketing calls and gives them certain protections under the National Do Not Call Registry. If you or someone working on your behalf is telemarketing products or services, know the dos and don’ts before you plan your strategy.
Singapore’s SPAM Control Act
In Singapore, we have somewhat a legal frame work that protects consumers. Marketers must include the label <ADV> in their subject headings and not mislead. In addition, there must be an avenue to unsubscribe from the list as well.
Do note that if your SMS exceeds 100, its defined as a blast and must comply with the mentioned guideline.
Actual SPAM bill: http://www.parliament.gov.sg/Publications/070006.pdf
Below are a few pointers for the code of practice for SMS ads and mobile campaigns.
The key points from the code of practice are listed below, but you should make sure you have read the code of practice in full.
- The message title & header must not be misleading
- The letters <ADV> must be included in the subject field to show that this message is an advert
- You must provide a telephone number, internet or physical address, or fax number where users can unsubscribe to further messages from you. This must be clearly described in the message and must be in English
- Once the unsubscribe message has been sent the user must not receive further messages from you after 10 business days from the day it was sent
- The unsubscribe facility must be available for at least 30 days after the message was sent. And you must make sure that it can handle a reasonable amount of users
- The cost of sending the unsubscribe message should not cost more that the cost of simliar technology used to receive the unsubscribe message
- The information contained must not be disclosed to anyone else without the concent of the recipient of the message
For email marketing, marketers can take a look at CANSPAM @ http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business