Posts Tagged ‘ interactive ’

Facebook Connect available for iPhone

Facebook has announced that their Facebook Connect service is now available for the Apple iPhone.  This means that developers of iPhone applications can now integrate a social component.  In times when social networking has become more popular than e-mail, this is a smart move.

Facebook Developers program manager Gareth Davis: “With just a few lines of Objective-C code, your users can log in to Facebook from within your app, find their friends, then share what they do in your app back on Facebook, which opens up exciting new opportunities for your users.”

This offers many possibilities; for example an iPhone game, allowing the player to connect to Facebook and share his score with his Facebook friends, to play games with friends, to see their movie recommendations, to chat during live sports games, etc.


Mobile Marketing in France

The French JourdnalDuNet has an interesting article on some Mobile Marketing strategies used in France.

Bluetooth Marketing
Bluetooth technology can be used for Interactive Marketing.
For example, you walk in the airport, you see advertising of Brand X and at the same time you receive a Bluetooth request on your mobile, asking you to send more info about Brand X. Since Bluetooth is a broadband medium, it allows to send rich media, such as pictures or even a video. This means it holds a lot of marketing possibilities. On the other hand, Bluetooth is very intrusive so many consumers will not like the idea. On top of that, not all handsets are compatible and even if they are, the Bluetooth function must be activated.

Bluetooth Marketing

2D Flashcode
The Flashcode is a 2D barcode that can be read by the mobile phone. The information that is encrypted in the Flashcode can be used to give access to external info, for example a Mobile Internet site. The problem with Flashcodes is that there’s not a standard norm yet. So several norms are being used at the moment and the readers to decode the Flashcode are not compatible with all of these. Not all mobile phones are capable of reading Flashcode either.


Image recognition
Comparable to the Flashcode, but here it’s an external image that serves as 2D object. Basically, you take a picture of an image (advertising) with your mobile, you send it by MMS and you get a reply, containing a message or a link to a mobile site. Of course, this only works if you have a phone that is equipped with a camera and is compatible with MMS. Since the consumer has to pay to send the MMS, this marketing model only works if there’s an added value for the consumer.

Image recognition

For more details, read the JournalDuNet article here.

Ster uses GSM for interactive marketing

The ‘Ster’, provider of publicity time slots on the national Dutch TV channels, will use the mobile phone to incorporate interactivity into TV marketing campaigns.
TV commercials will carry a specific logo to show that mobile interactivity is possible. The application MyGimmy then shows the options available for that advertisement, for example order a testdrive with the car in the ad, or order a test sample of the advertised beauty product.
MyGimmy was developed by meiTV; check their site for a promo video and more info.

RTL experiments with mobile interactivity

TV channel RTL has worked with IT company Comsys to integrate mobile applications into their TV programs. Viewers can use their (UMTS) mobile phone to go backstage in a program or to upload one of their own video to be used in the show. It’s not yet known when the first program with such mobile interactivity will be broadcast.

Mobile Marketing, say what?

Each year needs its trends. As for marketing there lately is a lot of attention directed towards mobile marketing. Mobile Marketing provides new, unknown possibilities for marketeers. Yet we often receive questions about what Mobile Marketing actually is. This article tries to offer some clarification.

Mobile Marketing can be defined as the use of marketing communication techniques via mobile phones. This involves the use of several information carriers: SMS and MMS, voice messages and mobile internet sites. Mobile Marketing can furthermore be divided into following subcategories.

Mobile Advertising: communicating non personalised messages or advertisements on mobile phones. This form of marketing is still in an early stage. In Belgium for example, it recently became possible to place banners at Mobistar on PlazZza. Internationally the first providers of paid search and sponsored links are appearing. AdMob for example has quickly grown into a worldwide mobile advertising network.

Mobile Direct Marketing: this comprises techniques that allow to deliver personalised messages or promotions individually to clients or prospects on their mobile phones. SMS and MMS mailings are the most often used. Managers of clubs often send their customers a SMS message to invite them to special events. Also the mobile operators and the sellers of mobile content such as ring tones or games are increasingly using this marketing method. It is important to notice that the explicit permission, given in advance, of the customer (opt-in) is required.

Mobile Interactive Marketing: the mobile phone is the perfect tool to receive response to a promotional campaign and consequently build up an interactive relation with your consumer. Techniques as SMS&Win, SMS-to-mail and SMS-to-WAP are on the rise. Response rates are usually higher than expected. In this regard, the recent launch of PlazZza offers the marketeer unique and rather low-cost possibilities. The consumer sends a hitcode for free, for example ‘FCB’ for Club Brugge, to the shortcode 4444. He immediately received a free SMS containing a link to the mobile internet site of the advertiser. On this site he can then find further information about the brand, promotions and contact details. In France this technique was used in 2006 on Gallery, the equivalent of PlazZza, by leading brands such as Coca-Cola, Citroen, Nike and Société Générale.

Mobile Participative Marketing: the mobile phone will unmistakably fulfill a prominent role in the growth of the Web 2.0, moreover as a very suitable device to grab content and send it to a central platform. Mobile blogging is a nice example for this. This was recently introduced on a large scale in Belgium by Proximus at the launch of the Pay&Go Generation cards. Members of this club can send pictures by MMS to their moblog for free. Without any large promotion, this campaign presently has a lot of success.

From Advertising to Participation: it is beyond doubt that there exists a large range of mobile marketing techniques. Especially the latter creates new possibilities to form a strong connection and community feeling for a brand.