David Dalka attends and reports business events and conferences to discover the future of business where technology, organizations and customer exeperience meet. Also serves as emcee, moderator and motivational business keynote speaker.
Jennifer doesn’t put up daily interviews, but when she does, they are interviews that make you take notice.
The interview of Yahoo! SVP Steve Mitgang focuses on the release of Panama. New metrics like assists and number of interesting and many other new items are discussed. The interview lasts about 60 minutes.
Good job Jen!!!
Charles S. Golvin, Principal Analyst, Forrester Research
Where do you fit in? Discussed Crest toothpaste mobile campaign example
What tools are available, what is the reach, what are the learnings?
Tools available today:
– Messaging
– Voting
– Promotions
– Search
– Mobile Browser
– Banners
– Interstitial
– Search-based
– Applications and content
– Free / discounted services
New mechanisms are emerging
– Physical proximity
– Coupons and loyalty (Cellfire)
– Using location (opt-in) to improve targeting
Where does mobile fit?
Eyeballs>>Awareness>>Consideration>>Preference>>Personal>>Loyalty
What is the reach of these tools?
1 in 4 receive text messages regularly
Youth see their mobile phone differently
Think Europe is so far ahead? Think again…
– Internet penetration is higher in USA than Europe
What does the data mean?
– Mobile campaigns need to target data adopters
It’s still early
– Most US consumers still use voice
– Mobile formats are small and generally difficult to use
– Ad Standards need to be developed
– Mobile is a unique channel
Compared with the fixed Web, consumers’ mobile experiences are:
– Abbreviated
– Transactional
– More tied to the physical world
– Successful campaigns embrace these differences
Best practices
– Target mobile early adopters
– Immediacy factor
– Tailor content to mobile screen and user’s process
– Use promotions to boost response rate
– Employ creative or ad formats that match product or service
– Time campaigns for maximum business ROI
– Tie mobile to offline marketing
Tomorrow’s mobile marketing next practices
– Integrated marketing campaigns
– Performance-based metrics
– Smart use of innovative functionality
– Location sensitivity
Charles Glovin gave the presentation
TV be gone!
Mobile video takes many forms.
What is the timetable for success?
Key elements for success…
Person to Person Application to Person
Not Real Time Video Messaging Video Downloads
Video Streaming
Real Time Video Phone Broadcast TV
P2P video streaming Live Video Streaming
– SeeMeTV
– I-report on CNN
– MobiTV >= 32 channels well known brands – currently repurposed cable content
– GoTV >10 channels
High speed cellular networks are expanding adoption during 2007 to 2008
Broadcast is more efficient than streaming
And new networks are under construction
– True broadcast video, optimized for mobile devices
– Launching in early 2007 in limited markets
– Around 25 video channels, plus audio programming
– These new network operators will be wholesalers to the mobile carriers
– All interactivity will come from the cellular network
– Excess capacity can be used for datacasting and personalization
New mobile services are slow to catch on.
– Price, battery life, size and style are decision points
– Service has to be widely available.
– Consumers have to understand the proposition
Mobile TV has some additional hurdles
– Content with broad appeal
– TV needs to look like TV
TV is just one piece
– TV on mobile will always be inferior
– Differentiation lies in its interactive capabilities and in location
– Enables conversations
Mobile TV’s success is several years away
I didn’t go, but my good friend Jonathan Andrew Wolter went to the ACM Relfections Projections conference and provides a great post on some of the key speeches at the conference. Enjoy!
Mike Helton, President of NASCAR, was a fascinating marketing keynote speaker. He talked about many things that as someone who was a big NASCAR fan as a kid, I was never even aware of that were amazing to learn. Two things stand out:
1. NASCAR is intensely focused on relationships and partnerships.
2. NASCAR has always been focused on customers.
It’s no wonder that they are so successful!
The thirty-one degree banking at Daytona built with customer experience in mind – being able to see the whole track at once! I never thought about it before, maybe the best customer experience involves things you don’t even notice.
NASCAR is now the #2 sport on TV only behind only the NFL, 75 million viewers
Mr. Helton believes that access to the drivers is critical piece of the success.
Recently opened a new LA office, NYC office, creating opportunities of NASCAR drivers to be in everyday life and making appearances in show business.
All of the sponsors work closely with licensing and headquarters. Sponsors are critical not only to underwriting the costs, but to other aspects of the sport as well.
NASCAR has always taken advantage of technology. (what a great mantra and it’s true)
NASCAR has racetracks, car owners and drivers who are independent – Mr. Helton expressed amazement that it all works sometimes.
All in all, when I saw Mr. Helton on the agenda, I truly had no idea what to expect, I saw a new side of NASCAR, one that made me appreciate the other side of NASCAR.
I would love it if you could take a few moments to log into www.ecomxpo.com
– Visit education center
– On demand presentations
– Click on attend now on my speech after scrolling down
Please enter my blogging contest.
Incisive Media and Danny Sullivan today announced that both parties have signed an agreement to continue to work together to produce the market-leading Search Engine Strategies series of conferences and exhibitions.
This past August, Danny Sullivan, who has always been an independent contractor, announced his intention to step away from active involvement with SES at the end of 2006. Since then, both parties have remained in contact and have reached an accord to extend their relationship through 2007.