Wired marketing

Author: Newell et al. (USA), Translated by Xu Tao, Zhang Yang
Publisher:
Publish Date: 2003-04-01
Features: The wireless era has arrived. As a comprehensive guide to the new mobile world, Wireless Marketing goes beyond traditional frameworks and explores new customer-centric wireless marketing models for B2B and B2C businesses. It highlights the following points:
· CRM strategy for successful customer engagement anytime, anywhere, on any device.
· Wireless strategies for building customer loyalty. The essence of on-demand, always-on marketing.
· Techniques for establishing personalized real-time marketing conversations.
· In-depth insights into how wireless technology adds value to the mobile industry.
· Strategies for building brands with wireless.
· Understanding the key challenges of building a mobile marketing enterprise.
Chapter 6: Where to Invest? The Entirely New Online Advertising Medium
There is a child who admires the online world so much that he follows it everywhere. The idea of reaching 200 million mobile phone and PDA screens is a hard-to-resist temptation for major internet companies and the advertising industry. Today, mobile phones, pagers, PDAs, and laptops outnumber personal computers. The convergence of the two rapidly growing phenomena in the world of capital—mobile phones and the expansion of the internet—explains why internet advertising is following its online counterparts into the wireless world and has become a significant area of advertising growth. As Jane Weaver of MSNBC said, “Online content goes where advertising goes—it’s almost a law.”
Therefore, while internet advertising is still primarily targeted at personal computers, advertisers’ budgets are soon expected to surprise wireless pioneers. Some predict that the advertising market for mobile phones and other portable devices will exceed $3 billion by 2004. Although the wireless advertising market in the U.S. is still small, a recent report by Merrill Lynch predicts its total revenue will grow rapidly from $2.1 million in 2001 to $3.3 billion by 2005, which would represent 15% of online advertising revenue at that time. Other sources predict that approximately 40% of wireless users will receive some form of marketing or promotional content on their devices.
Dave Morgan, founder and chairman of RealMedia, a digital advertising sales and services company, said, “In the next two years, we won’t see billions of dollars pouring into mobile advertising anytime soon. It’s very difficult to convince advertisers to spend money on personalized mobile ads, and when they do, they need to see immediate results.” Otherwise, Morgan’s remarks are hard to accept. The wireless revolution has arrived, and the wave of digital advertising is already upon us. This wave has reached Europe and Japan and is now heading toward the U.S. DoubleClick, a global leader in internet advertising, is partnering with Vindigo, a personal browser platform developer, to test mobile advertising effectiveness in Q4 2001. The company also announced a similar collaboration with OmniSky, a wireless internet and e-services provider for portable devices, to test ads within OmniSky’s wireless service offerings.
Companies like Bank of America, Buy.com, CNET, Guinness Flight Wireless World Fund, The History Channel, Intel, Intraware, Neatel, Nortel, Sales.com, Sun Microsystems, and Vanguard Group have delivered wireless ads to the 1.2 million users of AvantGo mobile network services. AvantGo allows users to receive wireless ads anytime, anywhere, in wireless form...