Category: Advanced Digital Marketing

I’ve attended enough Apple events in my life to know that today’s shindig–truely an accurate term for Cupertino’s PR happenings, considering the heady blind love and live rock/pop music that fills the air–will make headlines even if not warranted. Leather iPod pouches, anyone?

Still, I’m betting had bet that whatever they come came out with will effect mobile marketing–heck, let’s say digital marketing overall. That’s because new versions of the iPod–highly expected as the topic of today’s affair–will undoubtedly be more iTouch than not. You’ll recall the iPod touch came out exactly a year ago, and was kind of like a true pocket computer in that it accessed the Internet via Wi-Fi networks.

If (1) the next-gen “iTouch” offers enough value for the money to become widely adopted, and (2) can take advantage of cellular networks as well as Wi-Fi (thus assuring the gadget can actually connect to the Web “anytime, anywhere”), it could seriously affect the mobile marketing message space.

We’re talking the re-consideration of everything from mobile email messages (they should differ from regular emails) to online ads. Even one’s Web site might have to be modified to accomodate the proliferation of small screens in consumers’ hands.

Uh-oh, seems I got caught up in the moment, just like most other writers covering Apple…

Stay tuned for an update (including pix) as soon as the news comes out!

UPDATE Well, along with software announcements for iTunes and the iPhone, and the Nano, Steve squeezed in a new iTouch. Skinnier, with a speaker and cool gaming features. Alas, no broadband-over-cellular connection, ‘cept for the ability to acess the iPhone App Store. The mobile marketing revolution is not coming today.

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“I’d rather you text me”

What does Google’s new Chrome browser mean for online advertising and, more specifically, paid search? I still haven’t figured out the whole Doubleclick merger…or maybe I just don’t want to think about it that hard.  With each new newsworthy tidbit from the powerhouse, I think increasingly more about how genius Google’s long term strategy is.

 I downloaded Google’s Chrome. Have you? The keyword here is functionality and a radically different approach to controlling one the most powerful communication channels. This really is about “Change.” While part of me understands the fear that this feels like Big Brother is watching, I would hazard to say that Google gets the big picture.

As marketers we struggle every day to understand user behavior. A basic collegiate-level political science class teaches how the mass acts in a certain way, but no one has stopped to apply this to the online world. Google has recognized this, however, and is planning ahead.

Online behavior differs from anything that has existed before. Chrome is the next step in building a powerful data mine. Google not only leads online advertising, but also is beginning to define the entire web experience. I think pundits who believe they have this figured out are missing a key point: This is about audiences and intelligence. Google stands to own priceless information and research, and seem to be working towards being the omniscient force of this space. 

As we near the presidential elections, this is one those times I have to draw a parallel between two campaigns–not those of Obama and McCain, but of Google and Microsoft. Watch out Microsoft! Your previous stronghold seems to be under major attack.

Shaneli Ramratran, Marketing Manager, mobileStorm

Marketers who read this blog want to keep up on the latest developments in the industry. So maybe some of you already read Event Marketer magazine’s June issue–specifically, the feature on the winner of its Grand Ex Award, the Stoli Hotel. If so, you’ll be interested to know how the mobileStorm platform played a crucial role in the Stoli marketing campaign.

The vodka-maker’s marketers created a traveling top-line hotel–described as an “ultra-luxe” “pop-up experience”–that appeared for just a few weeks Los Angeles, Chicago, Miami, New York, and San Francisco. Think of it like a traveling circus big top–and when you think about it, as magical as the supernatural camping tents described in the Harry Potter books! The Stoli Hotel, all of 20,000 square feet, showcased bedrooms, bars, spa services, and lounges like you’d see in a permanent building–and where guests drank cocktails made from the brand of vodka in question, of course.

Because of the short-term nature and the immediacy of the event, Stolichnaya marketers had to quickly generate buzz prior to each Stoli Hotel stop. It started advertising in the respective cities about one month before arrival. On the website stolihotelrsvp.com, there was a dedicated landing page for each city—on which interested consumers signed up to receive more detailed email messages about the hotel.

Stoli marketers then used mobileStorm RSVP Manager to create and maintain its database of people who wanted to visit the hotel. As you may know, RSVP Manager is the first comprehensive event management software that incorporates multiple forms of messaging into a single system. It lets clients collect responses and more information about event attendees via SMS, email, and/or a Web form. Because RSVP Manager gathers so much data, clients can also get comprehensive reports on the success of their campaigns. (Read more about mobileStorm RSVP Manager here.)

“Thousands and thousands” of Stoli Hotel guests came each night, said the Stolichnaya brand director at Pernod Ricard. More impressive is how effective the campaign was: After attending the hotel event, 86 percent of consumers said they were likely to drink Stoli; 76 percent bought the vodka in a bar or restaurant; 80 percent said the experience improved their thoughts about the brand; and 94 percent told their friends about the Stoli Hotel.

Grand Ex-worthy results indeed. Thanks, in part, to RSVP Manager.

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“I’d rather you text me”

RSS confuses many. Could be that the acronym itself makes it appear more complicated than it really is. So the first thing you should know is what RSS really stands for: Real Simple Syndication. Note the word “simple”!

Key benefits:

• 100% deliverability. If you offer your email and newsletter content via RSS, subscribers to your feed enjoy guaranteed delivery of your content.
• Pull, not push. By signing up to receive your feed, your subscriber is actively requesting your content and updates. This tends to indicate a higher level of customer loyalty and differs from the push strategy sometimes associated with email.

RSS is a great compliment to other digital marketing programs. It’s versatile and can be used in many unique ways. How can you apply RSS technology to your business? Check out ten examples of how companies currently use RSS:

• Orbitz.com, a comprehensive travel website, offers an abundance of services via RSS including airport updates, vacation deals, car rentals, and hotel specials.
  http://www.orbitz.com/App/ViewRSSHelpPage
  
• Amplify, a credit union based in Texas, uses a secure RSS feeder connection to keep customers up to date on what’s happening with their accounts.
  http://www.goamplify.com/products/services/onlinebanking/rss.cfm
• Boston’s Hidden Restaurants, a site showcasing lesser-known restaurants in the New England area, uses RSS feeds to update subscribers on new reviews. Similarly, Creative Loafing—an alternative newspaper and guide to happenings in the metropolitan Atlanta area—uses RSS feeds to update users on various categories including events and restaurants.
  http://atlanta.creativeloafing.com/gyrobase/Syndication
• An Italian restaurant in Red Bank, New Jersey uses an RSS feed to keep patrons updated on specials, menu items, and other promotions.
  http://www.2senza.com/rssfeed.xml
• Cabela’s, an online retailer of sporting and outdoors goods, hosts an RSS feed that informs customers about new products and specials in its “Bargain Cave.”
  http://www.cabelas.com/cabelas/en/templates/category/category.jsp?id=cat21404&navAction=jump&cmCat=MainCatcat21404&cm_re=store*topnav*bc
• Vinfolio, an online wine retailer based in San Francisco, allow users to create custom feeds or subscribe to existing feeds to find out when new wines come in, or to read wine reviews and scores. http://www.vinfolio.com/customerService-rss.jsp
• Indeed.com, a job search aggregator, allows you to subscribe to custom job feeds and notifies you when new classifieds are added.
  http://www.indeed.com
• Belief.net, a multi-faith based website, uses RSS to deliver daily inspiration, faith-based news, and other information relevant to cultivating spiritual growth.
  http://www.beliefnet.com/services/rss/index.html
• UNICEF features RSS feeds to update subscribers on news, current features, and photo essays.
  http://www.unicef.org/rss/index.html

Shaneli Ramratan, Marketing Manager

The good news, as I’ve written in past posts, is that new ways to devour video—online, via mobile phones, etc.—are rising in popularity among consumers. Even better news is that TV-viewing continues to rise along with it—making it easier for old-style marketers to toe the digital waters while keeping a foot on firm land (aka traditional media).

The Nielsen Company last week reported that the average American spent 127 hours and 15 minutes per month in front of the (traditional) tube in May 2008. That was up from 121 hours and 48 minutes the same month in 2007.

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I went to Chicago last week for the long-weekend family reunion that my mom’s side holds every other year. The coolest thing this time ‘round was the yellow school bus my cousins and I rented to go from the ‘burbs to barhopping in downtown Chi-town! The second-coolest aspect of the weekend was the dominance of text-message marketing. Sure, it’s nice to really get away from work and anything related therein. But I gotta be happy when my industry is doing well, especially with the impending recession.

What I encountered, I think any marketer, in any industry, can adapt for his or her own purposes. Read on!

Text-message mileage
On my way up I flew US Airways. During the free beverage distribution, I noticed the paper napkins were emblazoned with the phrase, “Everyone is texting—including US.” The copy then explained that passengers could send a message to the airline’s own short code (which spells out “textUS”—get it?) in order log their latest mileage points. The short code is apparently used to help customers with other things, too, like flight information. And even though “everyone” is using SMS these days, the airline has a cute step-by-step animated explanation on its website for people who aren’t sure how to text.

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When Google’s Android platform—the technology behind so-called Google Phones—was announced late last fall, I immediately thought about the open-source implications affecting the mobile space overall. As I said in this post, because the technology is open to all developers, Android-powered phones could eventually boast superior software and become the top handsets in the market.

Recent events, however, might be even better for consumers and marketers trying to reach them. Nokia, the world’s top cell phone maker, on Tuesday announced it is buying software-maker Symbian, whose operating system of the same name is on the majority of mobile phones all over the globe (not counting the innumerable flavors of Linux in Asia), and is on two-thirds of smartphones alone.

The kicker? Nokia plans to offer Symbian royalty-free to all handset makers, and will create an organization of phone manufacturers, carriers, and semiconductor companies to create an open-source platform “with wide industry appeal.”

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During Macworld 2007, filmmaker Kevin Smith gave a well-attended speech in which he related Apple to his own screenwriting; apparently the Mac was the user-friendliest computer alternative to his trusty Smith-Corona. Mr. Smith also noted the big news of that day, which was the debut of the iPhone. “Now that you can make phone calls from your iPod, the only thing left to do is [make love to] it,” he told the crowd, suggesting that Apple come with a new product called the i-… well, since we don’t want anyone getting in trouble for reading this blog at work, you can read more here.

Mr. Smith’s suggestion just came closer to fruition. According to Time, pornography companies are preparing to leverage the next-gen iPhone for their own industry. They’re launching mobile sites, interactive campaigns, and clips that are all optimized for the handset’s two-inch screen. (Nope, I won’t take the easy shot here.)

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It’s only been three months since mobileStorm started offering digital video distribution—and using our own service to disseminate mobileStorm’s marketing news/comedy show. Already our product release and own leap into online video marketing have proved astute, at least according to a new survey.

Ipsos MediaCT—which researches the media, content, telecoms and tech industries—says that early this year, online video viewership rose while viewership of other types of media fell. Among those surveyed:

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Maintaining consistent email delivery can be a very tricky thing. Sometimes, even if you are following best practices such as proper email collection, removing bounces and generally being a “good” sender, your delivery can degrade over time. Once this happens, it’s time to reassess what is going on and look at the potential pitfalls you may have triggered. One of the most obvious symptoms can be whether or not you are on a shared IP or a dedicated IP.

Let’s quickly talk about the basic differences of each:

Shared IP – A shared IP means that your mailings are being sent off an IP that includes other users/companies. Most ESPs will start your account on a shared IP. They sometimes use this as a probationary step because they need to see what you are like as a sender before determining where best to place you in a tiered structure.

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