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Jennifer Slegg Interviews Yahoo! SVP Steve Mitgang

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!!!

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Forrester Consumer Conference – Mobile Marketing’s Play In The Channel Strategy

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?

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

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Forrester Consumer Conference – Tuning Into Mobile TV

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

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Forrester Consumer Conference – NASCAR Presentation

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.

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Danny Sullivan to Continue with SES (Official)

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.