Marketing

Google & Motorola to 'supercharge the Android ecosystem'

Google will pay cash to acquire Motorola Mobility for a total of about $12.5 billion dollars. This bold move intends to drive innovation for the Android Platform, an open source environment for mobile and online, and most importantly it aims to fill the gap left by the nearly obsolete cable entertainment services. The acquisition plans to build new and innovative programs and devices for the home market to create a seamless experience to engage users in creative ways and bring about a conversion between home and mobile devices.

Android started 6 years ago through the vision of Andy Rubin, Senior Vice President of Mobile at Google, to align standards across the internet and mobile under a single Open Source platform: Android. According to Larry Page, "since November 2007, more than 150 Million Android devices have been activated worldwide through a network of 39 manufacturers 231 carriers in 123 countries. 550,000 [new] devices are lit up [activated] every day."

Branding in the digital age: you’re spending your money in all the wrong places

Marketers have long used the famous funnel metaphor to think about touch points: Consumers would start at the wide end of the funnel with many brands in mind and narrow them down to a final choice. Companies have traditionally used paid-media push marketing at a few well-defined points along the funnel to build awareness, drive consideration, and ultimately inspire purchase. But the metaphor fails to capture the shifting nature of consumer engagement.

This is an excerpt taken from the Harvard Business Review Article found here. Please visit the http://hbr.org to read the full article.

Block That Metaphor

Mobile advertising today and the opportunity

Informa Telecoms & Media believes that the global mobile advertising market was worth US$2.3 billion in 2009. Over the next five years, the market is expected to show strong growth and generate revenues of around US$24.1 billion in 2015.

In 2010, the Asia Pacific Developed region (which includes Japan and South Korea) is expected to account for the largest share (43.6%) of the global mobile advertising revenues, but this will fall to 21.7% by 2015. The mobile advertising revenue share of all other regions is expected to grow during the same period.

In 2015, the largest share (30.9%) of mobile advertising revenues is expected to come from the Asia Pacific Developing region, driven by strong growth in China and India. North America’s share of the global revenues is expected to grow from 16% in 2010 to 18% in 2015 and Western Europe’s is expected to grow from 4.9% to 8.6% during the same period.

Key Market Trends

Google now activating 200,000 Android units a day

From TechCrunch: Remember back in the day when Google was only activating 100,000 Android units a day? You should — it was May. By June, that number had jumped to 160,000 units a day. And today it now stands at 200,000 Android units activated a day. That’s pretty incredible.

Google CEO Eric Schmidt revealed as much during a sit down with a group of journalists after his panel at the Techonomy conference in Lake Tahoe, CA. When asked about how the Android platform is doing, Schmidt was practically glowing. He cited the recent quarterly shipment numbers (the ones showing total shipments passed those of the iPhone in the U.S.) and said that he just checked their own internal numbers this morning.

Amazon excels in mobile commerce

Have you ever bought something from amazon.com using your mobile device? Try it. It is convenient and easy and does not take more than 2 minutes. As a matter of fact, during the past 12 months, Amazon has sold one billion dollars through mobile devices.

"The leading mobile commerce device today is the smartphone, but we're excited by the potential of the new category of wireless tablet computers," said Amazon CEO Jeff Bezos in a statement accompanying the company's release of second-quarter results.

Buying from Amazon (and soon others) with your mobile means not having to find time to log into the computer, etc. Just pick up your phone and type amazon.com. Enter your search item and you will be re-directed to your item or near matches. Select your item, click add to shopping cart, check out with 1-Click. Your purchase should arrive within 3 days.

The value of a fan of a brand on Facebook

One of the biggest questions companies ask themselves before investing in online social marketing revolves around the challenge of evaluating the return on investment (ROI). In general companies have few benchmarks as compared with traditional media to measure the success of these campaigns.

Nevertheless, it is possible to quantify them. Starbucks got one million clients in only one day thanks to a campaign launched in social circles. Read the complete engagement study in PDF here.

Recently, a new study (PDF) was published by Syncapse whose objective was to evaluate the commercial impact of clicking on the Facebook "Like" button. The conclusion is that on average those users that are fans of a company in the most popular social network spend an additional $71.84 on products for which they are fans compared to those who are not fans.

Sales of Wired's iPad version beat their print counterpart

A historic turn of events for the print publishing business was reached recently as sales of the iPad version of Wired Magazine beat the print estimates of 80,000 copies.

Several sources confirm that 79,000 copies of the digital version of the magazine have already been sold. Both the print and the iPad versions cost $4.99.

Yes, this is the right magazine for the demographic but the mobility of the tablet device such as the iPad and coming mobile technologies such as the new iPhone 4G should now be clearly seen as the next step for the print industry.

Considerations on geofencing and location-based SMS

As location becomes more and more relevant for users, businesses and advertisers, I am picking up a thread here from Carlo Longino/MobHappy.com and Matt Silk/Mobile Demystified that sheds light on the subject of location via SMS, still the most ubiquitous way to reach consumers on a mobile phone.

On the value to consumers of location-based ads

Pages

Subscribe to Marketing