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Mobile Marketing/Search – Open Thread – Comment Away!

I’m researching mobile marketing and mobile search, a lot, lately. There are articles everywhere you loop like like this.

The following are opinions I seek:
– What do you want to see on your mobile device?
– What don’t you want to see on your mobile device (perhaps more important actually)?
– What companies are the leaders in the mobile marketing/SMS/messaging space?
– Who are the movers and shakers in the mobile marketing/SMS/messaging space?
– Who are the thought leaders in the mobile marketing/SMS/messaging space?
– What are the barriers to international standards and metrics creation?
– Will pay per call truly migrate to the mobile device? How will it be different?
– What are the other barriers to success of the space?
– What oligopolistic and/or blocking will prevent adoption of superior technology?
– Will customers true needs and desires be considered fully first? 

Gee, that’s a lot of upside down M’s at the start of the thoughts above!
Other links for you to consider for discussion:  Mobile Marketing Magazine, Engadget, The Mobile Weblog, Mobile Marketing & Spam, 4Info, Goobile,  etc

OK now, please comment away and ask your friends to do the same (heck even link it if you want), I want this discussion to focus on your thoughts and ideas and drive my future research and discussions here. Thanks for your time.

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Catch Up – Interesting Posts Recently

Google Blogoscoped linked to posted video of Danny Sullivan’s interview of Eric Schmidt at SES and Danny also posted (link removed) full press conference transcript that Google posted – wish I would have known that this was out there – it would have been helpful to me and I’ve bookmarked the page – props to David Krane and his PR team Google for posting that including the retracted comment portion – in other words if you read this please read the whole thing! I would urge him to change the segmentation of this information however as this transcript was not sent out via the normal Google product promotion press release channels like email.

RustyBrick points out an article suggesting that Google has hit the “topping point“.

This includes Andy Hagan’s and Aaron Wall‘s recent 101 Ways to Build Link Popularity in 2006.

Steve Rubel is challenging marketers to think like Venture Capitalists.

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SES San Jose Day 4 – API (new session)

Rustybrick wrote an amazing post on the new SES API session – my PC was in dead battery mode and no plug available mode during this session. Please enjoy his post. He did mis Erynn B. Petersen’s of Microsoft because they accidently went to questions before she gave her speech, which was an awkward moment that she handled amazingly well. I had a nice chat with her afterwards, she is one of the people who really gets what this is all about and for that I appreciate her.

This is a great session that reminds me of how much search is like financial services, where there are a number of vendors that provide mission critical API’s – the fact that API’s are just starting to become transparent to the masses is a sign of how early in all of this we truly are.

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Introducing 3.0

Lately, Google has been showing that is it participating in customer listening. This is good! I hope it continues.

Since I’ve started studying search engine marketing these past full months full time, I’ve been applying to Google – even with employee referrals of former co-workers and people I’ve met at Search Engine Strategies, etc. with out the applications executed in a way I consider appropriate – that is the politest way I can say it. I’d like to see that change, I’m presently seeking post-MBA level leadership roles within your Search Services/ Syndication, Advertising Sales, Marketing or other leading areas driving customer satisfaction and impacting revenue as you grow new product lines. Ideally I’d love to work within local, dMarc or mobile. I resubmitted (again) today for numerous post-MBA leadership positions.

So I launched which is a cute take of HR microsites (and discusses how next Microsoft is obsolete now that google is a common verb in our language), except that I’ve changed the wording a bit to demonstrate my increasingly dynamic understanding of both search and viral marketing and the future thereof. As soon as I hit send, I’m leaving for Search Engine Strategies San Jose 2006 and look forward to meeting your wonderful business unit leaders speak once again.

I would of course invite aspiring competitors or “next google’s” to come up and talk to me about their ideas as well. I look forward to learning and adding to my large and growing list of amazing people that are making the Internet a special place.

I look forward to seeing all of my fabulous friends at SES San Jose. It’s going to be both great fun and great learning. It’s the 3rd or 4th time I’ll be seeing some of you and I feel like I’m going on a trip to visit family…that is because that is exactly what it is! I look forward to meeting many new folks to and learning many new and great things. Thank you and please travel safely. See you in San Jose!

I leave you with this parting thought: In the book, Creating Customer Evangelists, the chapters on Mark Cuban stand out in regards to the hiring of Matt Fitzgerald as Chief Marketing Maverick: “Instead of selecting a marketing person from the NBA or the sports industry, Mark consciously made a decision to hire someone from outside the industry,” Fitzgerald says. “He believed the NBA marketing community was too in-bred so [Cuban] was looking for a marketing person with a fresh perspective and ideas.”

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ad:tech Chicago 2006 – Mobile Marketing Ecosystem: Framing the Market and the Value Chain

The one that is clear to me is that the mobile marketing space has more questions than answers.

Peter Fuller – Founder and Managing Partner, i-Jump
Courtney Jane Acuff, Associate Director, Denuo

Numerous doors of entry:
Reaching consumers:
SMS (text messaging)
WAP (wireless web)
MMS (multimedia)
WAP banners
Starstar dialing (new data dialing service)

Wireless web – about 5% using it currently.

Rich brand experience coming via MMS

The carriers don’t always play nice in the sandbox. Aggregators play a role. Agencies need to understand – domains

Putting it all together:
Think of the mobile phone as a newspaper, television, Internet, game player, note passer (text), wallet and telephone – in one.

Create a complete user and brand experience, as you would create typical offline cross-media campaign.

Services that you can make money on like service communications are interesting.

Metrics piece needs to be figured out.

In the end it’s all about money, revenue streams are in question.

It’s frustrating and exciting, that things become obsolete constantly.

A discussion about best practices and the challenges of making them work is adopted.

McDonald’s – 15 million Big Mac boxes – game pieces – lead to opt-in.

Axe – free ring tone promotion

Kellogg’s – healthy eating tips.

Cost – $50,000 minimum to play – technical integration, properly, short code, hosting – the media to support it.

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ad:tech Chicago 2006 – Disruptive Technology for Fun and Profit, Sponsored by Avenue A | Razorfish

Moderated by Dave Friedman, president, Avenue A | Razorfish Central region

Denise Chudy, Google

Marc Stephens, Michael Miller, Bruce Woolsey – Avenue A | Razorfish

This session was awesome in that they just took questions from the get go and it was a confident and free flowing session with a lot of progressive thought and positive energy in the room!  

Mark – Apple, Ipod, Itunes

Denise Chudy – Automotive – now Consumer Package Goods – General Motors is taking risks.

Michael Miller – Online properties of ATT – ATT/SBC – through Word of Mouth

Bruce Woolsey – New Media – Buzzmetrics – algorithms of data analysis – leveraging data of combinations Gatorade – Buddy TV – interactive – 125,000 friend on myspace from simpler. People are still cautious with banners.

Denise – Use Google Video

Michael – how to you measure the value of the something on myspace. Using myspace is a delicate balance.

Mark – It will continue to evolve.

Michael – Dremel – don’t try to replace fragmented discussions.

Bruce – Get over the fear. It’s done. More ways to engage with consumers!

Denise – build the niche audience. Movie studios are getting word out quickly.

Audience – How do I make fragmentation my friend?

Bruce – Mobile media. You don’t need to be yet. 18 months from now, it is going to be different. Do some test marketing with Mobile.

Audience – Where do you see marketing going?
Bruce – Evolution. People are in control. Do you really want to copy TV? (as it is dying).

Mark – Higher level of accountability points to the digital side leading it.

Michael – Percentage wise – are less than 5%

Audience – How do you see mobile marketing transforming and developing in the US?

Denise – Click to call – relevancy – short messages – testing it in Japan – Google Maps. When they are looking – not push.

Mark – Largest platform. Can’t blast things out. The industry needs to self-police this issue. Mobile is going to be powerful. Ad supported content.

Dave Friedman – Could there be ad supported content model for mobile?

Bruce – Video is going to be interesting. Advertainment. Branded applications. I can download running routes.

What disruptive technologies are getting ready to launch and create adoption?

Denise – API adoption in consumer brands.

Mark – Google Video and Youtube are game changers.

Michael – The existing forms are getting better and better.

Bruce – Advertising approaches where the consumer is in demand. Interactive video is the most powerful medium we’ve ever had to use. How does one chose that?

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Cellular Startups and Carriers the Next Google(s)?

The Wall Street Journal had a very interesting article today about how celluar carriers are shying away from partnering with Yahoo! and Google and instead forming partnerships with smaller entities that they can control. It’s interesting and exciting to me because it’s a modified pay per call play – not just search. This is truly exciting and potentially extremely lucrative.

I would like to invite Brian Lent, CEO of Medio and Dan Olschwang, CEO of JumpTap to have an interview or podcast on this blog shortly. Learning more about the specific people involved at the major carriers would be most interesting to me and I might make the same offer if they were to contact me. Seeing this article gives me significant context to the comments in the recent Google earnings conference call. I look forward to networking more with people in the mobile marketing space.