Article on mobile vs print vs TV vs online
By Mickey Alam Khan Mobile Marketer
Wednesday, May 20, 2009
Who says brands aren’t running mobile marketing campaigns?
Go here for links to example case studies
Lots of examples of US campaigns
That lament – that brands aren’t serious about mobile marketing or even ready for the channel – should be put to rest once and for all.
Yes, it seems that even after hitting key milestones – 270 million U.S. mobile phone subscribers, nearly 40 million smartphones nationwide, 40,000 iPhone applications downloaded more than 1 billion times, 99 percent ubiquity with SMS service on all phones – some marketing and agency executives still need evidence that mobile marketing is in rude use.
Well, here’s a compilation of the top headlines from Jan. 1 onward that ran in this publication focusing on brands engaged in mobile marketing and commerce. Feel free to forward to as many clients and prospects as possible for them to click through. Maybe they will want to become a headline, too.
By Mickey Alam Khan Mobile Marketer
Online consumption habits grow in Aisa
By: Ben Burrowes, Singapore, Marketing Interactive
- Microsoft and Synovate release findings
- 11 markets surveyed in Asia
- Online the top media consumed
Asia - The internet is the most popular media for business leaders and young people in Asia to consume, according to a new study from Synovate and Microsoft Advertising.
The PAX Affluent Survey for Q1-4 2008 offers insights into the media consumption habits of the affluent population in 11 markets across Asia. The survey confirmed that the internet has become a major medium for marketers to engage with the region's affluent and business executives. The region's affluent segment and business executives spend more than 37% of their media time on the internet, as compared to TV, newspapers and magazines.
The survey also found that business leaders and top management engage the most time on the internet, while the young upmarket audience spends more than 900 minutes per week on the internet.
The Synovate PAX Affluent Survey tracks media, prosperity and influence in 11 markets across Asia, measuring the top 22% of population in the surveyed markets. A total of 1,700 samples per market were interviewed per annum via telephone.
The 11 markets surveyed include Australia (Melbourne/Sydney), Bangkok, Hong Kong, India (Bangalore, Mumbai, New Delhi), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei and Tokyo.
Monday, May 18, 2009
Mobile Web Experience Benchmark Data for the Airline, Banking and Search Industries
Gomez and dotMobi Publish Latest Mobile Web Experience Benchmark Data for the Airline, Banking and Search Industries
VIEW ARTICLE12 May 2009
New Benchmarks Find that Gap between Mobile and Fixed Web Performance is Widening
Lexington, Massachusetts, May 12, 2009 — Today, Gomez, Inc., the leader* in web application experience management and web performance benchmarking, and dotMobi, the company behind the .mobi Internet domain for identifying content that works on mobile phones, published the April results of their Mobile Web Experience Benchmarks. The first-of-their kind Gomez / dotMobi benchmarks compare and rank the mobile Web experiences provided by the top businesses in airline, banking and search by measuring five critical dimensions of success for mobile Web sites — readiness, discoverability, speed, success and consistency.
The new benchmark data reveals that mobile Web sites were almost nine percent slower in April than in March. Conversely, fixed Web sites loaded three percent faster in April than in March, according to data from Gomez’s 18 Home Page Web Performance Benchmarks, revealing a widening performance gap between the mobile and fixed Web.
April data for the Mobile Web Experience Benchmarks is now available at:
Airlines
Banking
Search
Benchmarks Testing Five Critical Mobile Web Experience Metrics
The Gomez / dotMobi benchmarks combine Gomez’s industry-leading web experience measurement methodology for the traditional PC-based Web with tools from dotMobi to test mobile Web performance across major wireless networks. The benchmarks test these five core metrics:
Discoverability — how readily a consumer can find the mobile Web site using different URLs.
Readiness — how well the mobile Web site renders on popular mobile devices.
Availability — the percentage of successful transactions or the availability of a Web page.
Response time — how long each page takes to download and the duration of an entire transaction.
Consistency — how well the mobile Web site performs on different mobile carriers, in different geographies and time frames.
“As mobile Web usage becomes more commonplace, consumers naturally have high expectations for the mobile Web experience that brands provide. However April’s data proves that delivering quality experiences on the mobile Web continues to be a challenge for many businesses,” said Matt Poepsel, Gomez’s VP of Performance Strategies. “What’s more, bridging the performance gap between the mobile and fixed Web should also be a concern for brand managers and their technical teams. They need to be able to speedily pinpoint, diagnose and correct performance issues, whether they occur on the mobile Web, the fixed Web, or both.”
On April 21, Gomez announced new capabilities for testing, monitoring and benchmarking the performance of mobile Web sites, mobile applications and SMS services. See Gomez Expands Web Experience Management Suite to Encompass Mobile Web Sites & Applications
Tuesday, May 5, 2009
Monday, May 4, 2009
Mobile as 7th of the Mass Media
Excerpt from brand new book
Mobile as 7th of the Mass Media
Cellphone, Cameraphone, iPhone, Smartphone
by Tomi T Ahonen
The cellphone is emerging as a mass media
Twice as many cellphones as TV sets
Three times as many cellphone subscribers as internet users
Four times as many cellphones as PC sets
Five times as many cellphones as automobiles
31% of all music dollars spent worldwide already go to a wide array of cellphone based music services
20% of videogaming software revenues
Advertising, news, TV, internet giants, social networking and even Hollywood movies and printed books are now rushing to capture their share of the 7th of the Mass Media
Mobile as 7th of the Mass Media
Cellphone, Cameraphone, iPhone, Smartphone
by Tomi T Ahonen
The cellphone is emerging as a mass media
Twice as many cellphones as TV sets
Three times as many cellphone subscribers as internet users
Four times as many cellphones as PC sets
Five times as many cellphones as automobiles
31% of all music dollars spent worldwide already go to a wide array of cellphone based music services
20% of videogaming software revenues
Advertising, news, TV, internet giants, social networking and even Hollywood movies and printed books are now rushing to capture their share of the 7th of the Mass Media
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