Silo’d Media Mix? Learn how to effectively integrate Mobile into your Overall Digital Strategy

With ever-smarter portable devices, the line is blurring as to What is Mobile and What is Online. By 2013 more then 50% of web usage will occur via Mobile. This growth will require marketers and media companies to combine their approaches to mobile and online.

ADObjects and InternetMarketingConference (IMC) have joined forces to bring this first in a series of unique mobile cross-media events that will discuss how Brand Marketers, Agencies, and Publishers can efficiently enter a strategy of mobile and online convergence.

This must-attend event will answer critical questions that are key to your converged future.

Hear from 30+ experts from leading companies including  iCrossing, Insight Express, Google, Microsoft,  MTV, Strawberry Frog and Tweetdeck as they cover major issues such as:

• How can I leverage a mobile strategy efficiently with my existing online resources?
• Should I not just design my existing website to be accessed by Mobile?
• Who are the best online partners to consider?
• How can I evolve my online customer acquisition and retention strategies for mobile?
• How to I manage analytics and social media strategies to include mobile?
• What should I do about transferring my online rich media assets and video to mobile?
• How do I incorporate my existing ecommerce strategies with mobile?

ADObjects, Inc has been involved in a variety of high-level strategic projects and partnerships that has enabled an expansion of the company’s presence to New York City.  Presently we have two official office locations:

ADOcrossmedia [ USA/East Coast:]
Clinton Ave,  Brooklyn, NYC USA  11238

ADObjects, Inc  [ Canada/West Coast- HQ]
400-601 W. Broadway, Vancouver, BC, Canada V4Z 4C2.

This expansion  further supports the release and growth of the ADOcrossmedia Platform ( A Mobile Cross-Media Business Acceleration Service | Cross-Media Marketing Service)
* New ADOcrossmedia Website coming soon

ADObjects, Inc in collaboration with Finnish Mobile Industry Association,  FinnMob and Japanese Group, Eagle-Inc.JP will be hosting a week of planned events for Visiting Mobile CEO’s  during Advertising Week in NYC during Sept 27~Oct 1st.   For more information and  interest in participating, Please contact masumi@adostrategies.com

In Cooperation with MEF, ADObjects, Inc brings in the valuable overseas experience from Japan in m-Commerce as part of the International Guide on m-Commerce.  ADObjects, Inc provides leading edge consultancy services in the areas of mobile marketing and m-Commerce as well as building revenue generating partnerships with overseas companies looking toward market entry into North America. This guide has comprehensive examples and case studies from both leaders in Japan; SONY FeliCa and Entermotion.  Learn More

This is the Second year of participation for ADObjects, Inc to be a Judge for the upcoming SMAATO Mobile Advertising Awards.  Results presented on October 7th.  Learn More

Reader Feedback Highlights From ADO Blog… Top 5 Posts for August 2010

•    Why it is better to be an API and Not a Client? Twitter Strategy and Smart. August 30, 2010

•    Getting Started with a Mobile Marketing. Four insights to Guide your Strategy. August 17, 2010
* Reposted from Marketing Sherpa Article www.marketingsherpa.com
•    The Android trajectory shows World Domination, it is all in the momentum.     August 5, 2010
•    HTML5 vs. Flash: Does One Bad Apple Spoil the Bunch? August 5, 2010
•    Torch that growing MOS on the Blackberry Bush. Poised for MobileOpenSocial August 5, 2010

In Partnership with several different organizations, ADObjects has been involved as a Media Sponsor and Production Chair for some great Mobile Events coming this Sept and October.

1] APPNATION September 13-14 San Francisco Moscone Convention Center.   http://www.appnationconference.com.  
 If you sign-up using the ADObjects-Inc Promotions code you can get 50% off the ticket price.  Promotion Code: MGFC50

2] INTERNETMARKETINGCONFERENCE | VANCOUVER September 21-23  Four Seasons Hotel Vancouver.  http://www.internetmarketingconference.com/vancouver. 
If you sign-up using the ADObjects-inc Promotions code you will get 20% off the ticket price. Promotion Code: ADOIMCM

3] INTERNETMARKETINGCONFERENCE- MOBILE | NEW YORK October 12-13  Helen Mills Theater.  http://www.internetmarketingconference.com/NewYork. If you sign-up using the ADObjects-inc Promotions code you will get 20% off the ticket price. Promotion Code: ADOIMCM

Over the last couple of months we have had some great projects with some clients over in Japan and we have taken a greater role in Mobile Marketing Education,  Media Planning and New Event Series Chairing as well.   We were asked to help out with the Internet Marketing Conference- Mobile in New York City this fall, and we set-out to create a new unique event around “Cross-Media marketing convergence between Online and Mobile”  as the underlying theme.   We are constantly getting contacted by many companies, brands and publishers that have asked about ” The best way to go mobile when they are still grappling with budgets for online and social.  Yes- mobile is important they say, but we have been prioritizing online and social first, should we build a mobile application? What is the best way to do it? “    Our answer to them is that mobile does not have to be separated, but incorporated into the Strategies of Online/Social and Traditional from the beginning as a complementary solution to get more out of the existing Online, Media campaigns and strategies.  This is the topic we hope to deeply cover during the upcoming Internet Marketing Conference- New York.

In addition we will be running two sets of Mobile Marketing Educational Series.  For More information contact,  masumi@adostrategies.com

1) Mobile Marketing BootCamp Sept 21st, 2010, Vancouver, BC
  learn more
2) Mobile Marketing BootCamp Oct 12th 2010, New York, New York learn more

Come and learn about how to integrate Mobile into your Marketing Plan!  We will be doing hands on training of mobile website, mobile application, mobile SMS products.

In addition, We at ADO have been constantly obsessed recently with “What mobile can achieve to both complement and  measure traditional media campaigns as a transitional new method for print, TV, Radio, OOH strategies from the start”.  We see Mobile as a way to give the Broadcast medium better way to be  measured with mobile as well as building up a consistent audience database that can be used for more efficient engagement moving forward.  We have been working on some new unique solutions that we hope to bring to the market in the near future.

With our “Newly formed Presence in New York City,  we are excited to expand our footprint with Brands, Agencies, Publishers, Media Companies supporting  business acceleration services and solutions.  Our focus is to work with partners and  bring “New Revenue” to their existing business via Mobile with clear milestones and plans.

If you are in the neighborhood, drop buy and say Hello!

Sincerely,

Matthew Snyder

by Adam T. Sutton, Reporter

Technology always increases in power and decreases in price over time. The multimillion-dollar supercomputer of yesterday is today’s five dollar pocket calculator. Mobile phone technology is no different.

More people carry smartphones than ever before:

o 31.9% of all mobile subscribers used a Web browser on a mobile device in the three months ending in May 2010, according to comScore. That’s up from 26% in comScore’s September 2009 three-month average.

o 30% downloaded a mobile app in the three months ending in May, compared to 6.7% in the September 2009 three-month average, according to comScore.

“We’re definitely past the discussion of whether mobile is mainstream. It’s here,” says Matthew Snyder, CEO and Founder, ADObjects, a mobile strategy consultancy and agency.

Snyder has worked in mobile and consumer electronics for more than two decades. He spent 12 years with Nokia and eight years with Sony, based mostly in Japan, a mobile technology hotspot. He now helps companies understand how mobile channels can improve business and marketing performance.

We spoke with Snyder to get his take on what marketers need to consider before testing mobile marketing initiatives. Here are the five insights he provided:

Insight #1. Start with a mobile Web presence

Snyder is a strong believer in the Web. The cornerstone of any mobile strategy should be a Web presence, he says, whether it is a single landing page or a full mobile site. Even if a marketer is experimenting with sending SMS messages, these messages should include a link to a page where mobile users can learn more.

Here are four types of mobile Web presences Snyder sees:

1. Mobile versions of existing sites

Companies have built mobile websites which offer nearly the same features as their traditional websites, but which are adapted to a handheld format. A textbook example is Facebook’s mobile website (see Useful Links below).

2. Plug-in-based mobile sites

Similar to the first category, blogs and websites based on WordPress, Drupal or similar open-source platforms can use free plug-ins which format sites for mobile audiences (see useful links below).

3. Mobile landing pages

As the name suggests, these single-page entities can be created quickly to add a mobile-Web presence to a marketing campaign.

4. Dedicated mobile sites

These sites are standalone, multi-page entities, not mobile versions of a traditional website. They have their own designs and strategies to meet the needs of mobile visitors.

Insight #2. Consider all mobile options

Mobile networks and devices provide a range of ways to reach an audience — such as text, voice and email. When your team is considering how best to incorporate mobile into its marketing, consider all the major possibilities:

- Short Message Service (SMS)

SMS is capable of sending minimal, text-based messages to your audience, which can include links to call a phone number or visit a website.

- Multimedia Message Service (MMS)

MMS is similar to SMS technology, but can also send content such as images, video and audio files such as ringtones.

- Voice

Mobile phones have click-to-call functionality that enables audiences to reach you directly, or to click to request a call from your team.

- Web

Similar to traditional Web browsing, the mobile Web is continually adding pages of content designed for easy access from handheld devices.

- Proximity marketing

Smartphones with GPS and similar technologies are capable of broadcasting locations. Some marketers are taking the opportunity to deliver ads to mobile users in specific locations, such as when they’re near brick-and-mortar stores.

- Applications

Computer programs specially designed for smartphones are widely available and have their own marketplaces. Some marketers have directly integrated campaigns into their audiences’ phones by designing and offering a branded mobile app.

- Content

Branded content — including ringtones, images, videos and ebooks — are just a few of the many different types of digital information marketers can provide in a mobile format.

- Email

As any business professional with a Blackberry will tell you, email is a mobile channel. People frequently receive and send digital letters through handheld devices.

Insight #3. Mobile does not stand alone

Mobile marketing does not succeed as an isolated channel, Snyder says. Instead, it works best when integrated with other channels and tactics to form a cross-platform strategy.

Examples include:
o Combining SMS or barcode calls-to-action in traditional advertising
o Mobile apps that integrate with television shows
o Mobile coupons for in-store sales

Mobile promotions should also be integrated with other channels. For example, mobile content should be promoted on your website — e.g. if you’re advertising a free whitepaper download and it’s available in a mobile format, mention this in your website ads.

“Mobile, in general, is the glue that connects all media,” Snyder says, “As smartphones become more prevalent, the more they will be associated and attached with existing media channels.”

Insight #4. Mobile requires a well-planned strategy

It can be tempting to quickly test proximity marketing or a mobile website just to see what happens. But mobile marketing initiatives should be carefully planned, Snyder says. Otherwise, you risk wasting time and money, and possibly damaging your brand.

Areas to consider:

- Overall marketing strategy

Mobile devices are extremely personal. Owners carry them everywhere, and during all stages of the buying process.

Given mobile’s “constantly-connected” attributes, you must understand the impact of making mobile information available throughout your entire marketing strategy. Your team should know:
o Which specific goals you want to achieve
o How the tactic will help achieve those goals
o What possible negative impact it could have

- Usage cases for your audience

Determine the ways in which your audience would, or already does, interact with your company on mobile devices. Put yourself in their shoes — how could they use a smartphone to learn more about you?

By checking your website’s analytics you may find mobile visitors are already accessing your site.

“I’ve seen anywhere from 5% to 20% of existing websites getting hit by phones today,” Snyder says.

- Media buying and budget

Your team also will have to consider where mobile marketing fits into its media budget and priorities. You will have to gauge investment and potential return while ensuring the overall media plan is capable of meeting its targets.

Some mobile channels are inexpensive to test. For example, your team could easily add a call-to-action to your traditional advertising to ask viewers to send you an SMS message or visit your mobile site. Others are more expensive, such as mobile applications, which can cost between $20,000 and $100,000 to develop a quality product, Snyder says.

Useful links related to this article

Members Library – Mobile Website Advice from Taco Bell: 5 Considerations to Reach More Mobile Devices

Members Library – Consumer Behavior in the Mobile Channel: 4 Trends Marketers Should Note

comScore: May 2010 U.S. Mobile Subscriber Market Share

WordPress: Mobile plug-ins

Drupal: Mobile plug-ins

Facebook mobile

Mobile Marketing Association

ADOstrategies

In Cooperation with MEF, ADObjects, Inc brings in the valuable overseas experience from Japan in m-Commerce as part of the International Guide on m-Commerce.  ADObjects, Inc provides leading edge consultancy services in the areas of mobile marketing and m-Commerce as well as building revenue generating partnerships with overseas companies looking toward market entry into North America. This guide has comprehensive examples and case studies from both leaders in Japan; SONY FeliCa and Entermotion.

FeliCa is a contactless RFID smart card system by Sony in Japan, primarily used in electronic money cards. The name stands for Felicity Card. First utilized in the Octopus card system in Hong Kong^[1], the technology is used in a variety of cards also in countries such as Singapore and Japan.  One of the key global operators to launch and bring FeliCa to the market was NTTDoCoMo. NTTDoCoMo’s m-Commerse Activities date back to the Early 20o5.   Brands such as McDonald’s and Seven-Eleven have fully utilized FeliCa for m-Commerce in Japan respectively.

Entermotion is one of the leading Japanese coupon and mobile marketing platform companies in Japan.

****************

Today, MEF North America Launches M-Commerce Guide to Drive Customer Acquisition, Retention and Conversion

• MEF values global mobile media industry at $36bn globally
• 53% of consumers have a propensity to use their mobile handsets for financial transactions*
• One out of every seven minutes of media consumption today takes place via mobile devices**

The M-Commerce guide is the first output of MEF’s M-Commerce Initiative led by an expert committee of members and written through consultation with leading industry players to engage, educate and evolve the potential of mobile. The guide is designed to help brands, content owners/producers and retailers better understand how to leverage the mobile device to drive customer acquisition, retention and, most importantly, conversion.

While the definition of M-Commerce includes a broad range of categories, for the purposes of this guide, we have limited the definition to include the following:

• Digital content, goods and services purchased and delivered on the mobile device (in channel services) as well as tangible products purchased through the handset but physically delivered (out of channel products)
• All forms of commerce whether paid for or ad-funded/sponsored.

Mobile banking is not included.

The guide has been authored with the leadership and invaluable support of the following MEF member companies: 2ergo, ADObjects, Billing Revolution, Boku, engage2mobile, Impact Mobile, Inmar, KPMG, mBlox, Motorola, Netbiscuits, Nokia, Polar Mobile, Playphone, RIM, Samsung, Sybase365, Synergy World, T-Mobile and Zong.

The guide has been published with the kind support and sponsorship of Impact Mobile, Inmar, KPMG and mBlox.

Download the Guide
To see the press release

Today is a very exciting day in the field of brand marketing and advertising!  It marks the day of the Advertising Revolution in my mind. Steve Job announced iAD at the iPhone 4.0 Dev conference.  It has been something we have all been anticipating for some time.  I myself have been looking at the ideas around emotional brand marketing and interactivity with mobile as a core part of our work here at ADObjects.   As the mobile device is so personal it is our emotional amplifier.  It is with us night and day and clearly something we just can not keep our eyes off of… it goes way beyond the SMS lead, but what experience surrounding the brand.

Our vision and motto: Digital Hand. Analog Touch is further realized….

Well Apple gets it and keeps revolutionizing upon the vision of all of us in the media space for what the true mobile device can be all about. Besides creating a massive ecosystem for publishers to bring unique new tantalizing experiences via applications, they have set a new bar in bringing out this exciting platform for brand marketers…

Here is some of the coverage……. not only is today the day of the Golf Masters where Tiger Woods is back with NIKE,  Steve obviously is bringing NIKE as an example at such a serendipitous time.   NIKE is attacking brand marketing from all different angles today!

1) iPhone Nike Ad Demo

Here is the coverage on Techcrunch

2) Apple Announces the iAD mobile advertising platform

And here is the comprehensive coverage of the day on gdgt.

3) Live iPhone 4.0 coverage

So now we have video, information, click-to-action and all different exciting formats blended together for brand marketers in a unique delivery system that came from the foundation of the mobile advertising company Quattro Wireless.  Regardless of what they paid for this company, Apple has been able to transform the vision of unique engagement marketing into there magical experience around the iPhone. Google has been about reach and performance via clicks-on-links.   Apple is about reach and performance based on clicks-on-emotions.   Our from this we will see new metrics emerge for the foundations of brand marketing as part of the conversion funnel such as CTE ( Click-to-Emotion).

How exciting is it going to be now to see how all the incumbents match this challenge.   Google is still in discussion with the FTC over Admob, Microsoft has been so focused on Search, and all the mobile advertising companies out there are trying to innovate in there own right with new mobile ad formats and concepts to bring differentiation.   This is big day as it will definitely get  media buyers to go deeper with their creative producers in the agencies to build that new from of brand-experience  for their clients with mobile.