Push vs. Text

I have been holding on to this article: Confessions of a Push Notification Convert | ClickZ  for the past few weeks as I thought about the potential of text messaging slowly being taken over by push notifications in the coming years.  The above article has a great list of reasons why Push Notifications are currently important to Marketers :

• Rich media-friendly, unlike email. You can send video, audio, forms, and maps.
• Lower cost and better tracking than SMS.
• No cost to the customer for rich media, unlike MMS.
• It's not regulated by the FCC or the FTC because it is entirely permission based.
• Can target to events and times when most users use your app.
• Can notify users when a message is waiting, creating an in-app inbox.
• Can incorporate users' location to deliver relevant content.
• Marketer-friendly interface for campaign setup, send, and reporting. Little IT support is needed.

 

I held on to the link for this article because I thought it was worth mentioning that Push Notifications could very well become the new text message. With the emergence of smartphones and the cost of utilizing Push vs. a text campaign (of course, you have to have an app, a base of users etc.), the lane is open for Push Notifications to become a Marketer's prime means of communicating to customers, fans, followers etc. As smartphone penetration hits the masses, the messaging system becomes easier to adopt and, at some point, text may be ignored in favor of hitting the majority of the audience through Push- especially given the cost. While, at this time, Push Notifications do not support the two-way messaging aspect of text, directing the "Pushee" to respond on a Mobile Optimized site or some other method could be just as effective. I have a feeling that the tipping point is coming- many brands are willing to optimize a mobile site for the iPhone only or create an App only for iOS so it will be an easy choice for them to ignore their non-smartphone audience and commit to messaging them only through Push Notifications.

It makes you wonder if we should target these users at their peak times or if that would be seen as an intrusion? Mobile is a device used by people while on the go so they may not be as open to be marketed to while they are doing other things.  Maybe at Mobile, we need to look at the off-peak times knowing they may be more likely to engage with messaging when they ae not on the go doing other tasks with their phone?

Should Rovio start doing Upfronts for Angry Birds on Android?

Inside Mobile Apps has this great article on how Rovio is now generating about the same revenue on Android as they are on iOS with the Angry Birds game.   The author lists the following insights to this telling fact:

1. We’re comparing a platform with primarily one-off revenue to a platform with continuous revenue. On iOS, Angry Birds monetizes mostly through paid downloads. Now that the app has seen about 100 million installs across all platforms, Rovio is not getting the same initial bump in paid download revenue from Apple’s app store. On Android, the company doesn’t offer paid Angry Birds apps, but sees recurring revenue from advertising.

2. Android’s pool of apps is smaller and less competitive with only 150,000 apps to Apple’s 350,000. In fact, Angry Birds advertising inventory is so large that it equals AdMob’s inventory from 2 1/2 years ago. It’s so enormous that other AdMob-dependent developers have told us that it’s hard for them to fill their inventory because Rovio’s titles absorb so much.

3. The sheer number of users is starting to work in Android’s favor. Android recently overtook Blackberry-maker RIM as the leading smartphone platform in the U.S. in January, according to Comscore.

While there aren't many developers/brands who have realized the success that Rovi has with Angry Birds, there is a lot to learn from watching their platform/monetization strategy.   In particular, their strategy with Android in utilizing the Freemium model to generate revenue at a level comparable to the iOS platform is impressive.    In relation to Inside Mobile Apps points above, it is also worth noting the following:

1.  Rovio has accomplished their success on Android through Advertising.  It will be interesting to see where they go with virtual goods on the platform and what the revenue pie chart will look like a year from now.

2.  The Angry Birds game is already attracting large brands as advertisers (Bing, Best Buy etc.).   There is room for some major creativity to go into campaigns and having a network that large should provide a good sandbox to play and experiment in with new ad units and ideas.

3.  This may be comparing apples to oranges but it can't be out of the question  (especially given where mindshare is these days) to think the Android user base could soon be viewed as a rival to a major TV network.  If that is the case, Angry Birds would be a top-rated Primetime show.  10 years ago, advertisers would have considered a spot on the tv show Friends as the perfect way to launch a major campaign.   This year, the way to go may be a interstitial video when Rovio launches the next level in Angry Birds Seasons.

 

Google Mobile Stats Graphic

via lh6.googleusercontent.com

I am sure these stats are changing daily but a great graphic to present to folks to make them understand how mobile is making a great impact on consumer behavior.

A Quick, Easy Strategy For Entering The QR Code Space

Scan This To Follow Me on Twitter

QR Codes, or 2D Barcodes, are now starting to see some penetration in the U.S.  While still not widespread, the usage pattern for these codes will continue to trend up, following the same curve as smartphone adoption.   Now is the time to looks at two easy ways to integrate a QR code strategy.

1.  Build a code strategy into an existing campaign.   Implementing a QR code means nothing in the Marketing world if you are not promoting the code itself, so it is vital to integrate the code into an existing campaign or build a campaign around it.   Also, remember that the code should not be an a "tag" in your existing creative.  Don't throw it in like you would a website address or Twitter profile.   You need to briefly explain the purpose of the code (educate) and explain why the user should scan it (offer).  Give fans/users a reason to click.

2. Use QR Codes to quickly promote and move the audience to a mobile device.   Does your company have an app?  Use the code on your web site or other creative to inform your audience that you have an app and give them an easy way to acquire it.   Are you local or are directions/location an important part of your message?  Use the code to link to a map or where your event or business is located.

For more on 2D Barcode Best Practices:  2D Barcode Best Practices @ 2dbarcodestrategy.com

Mobile Apps for Mobile Maps

I'll be honest.  When thinking of navigation and location and how they tie into mobile, I have always thought more about a user in a car driving around looking for directions or maybe a traveler in a city they are not familiar with.   With the exception of finding public transportation, I had never given much thought about how important maps/GPS are to people walking.   Just read this story about a survey Nokia's navigation division did where two thirds of those surveyed want both driving and walking directions.   The survey also identified 4 things that users want from walking navigation.  Those listed in the article were: 

1. Public Transportation information with real-time data.                                                 
2. “Logical Guidance” or shortcuts and specific routes.
3. Guidance such as landmarks.
4. Micro Maps of destinations such as airports and shopping malls

There are plenty of apps that cover public transportation and #3 sounds a bit like a specific Layar but, more than anything, it shows that there is much more that ties into Location than just a map and directions.  In fact, at some point, I have to think the App store craze will eventually morph into the Map Store movement.   Just think "Apps for your Maps".  Given that Mobile devices are just that- Mobile, shouldn't everything we do revolve around our location?   The map could be an even more central piece of your mobile phone where map stores could start popping up that offer free/sell small map extensions or add-ons that do the above and so much more.  Every landmark, shopping zone, park etc. could have it's own add-on.  Basically it would be the app store but tied back to the map where the location is what ties everything together.    OK, it may be an idea that never happens but it illustrates that there is still so much innovation yet to come with mobile and with that so many new and exciting ways to market to people through their mobile device.

Posted via email from Dimo Mobile

Location and Mobile in 2010

Location Based Social Networks/Games should have a much larger profile in 2010.  As Mashable points out in this new post, Location, Location, Location: 5 Big Predictions for 2010 , we could see explosive growth if Facebook, Google or Twitter dive deeper into integrating location into their services.  A Facebook integration alone would push location into the mainstream (along with the privacy issues that come with it).    Given the rise of Twitter over the past year, you have to believe the location feature of Smartphones will be more important to the average user in the coming year.   After all, do you see the average  Joe user using a portable blogging tool or utilizing their phones GPS to find the nearest restaurant or store while they are out?  I am always blown away that we don't hear more talk about Google Maps and Marketing Opportunity that exists there.  If you have never searched Google Maps with your phones GPS on while you were out to find a certain business, you should try that right now.  You will quickly understand how this will quickly become the Yellow Pages on steroids in the coming decade. 
 
   

The talk and hype over the past several years about Mobile has been how it is the most personal device, it's always on, it's always in your pocket etc. etc.   Well, location is another piece of the puzzle that plays perfect into all of those in that the message has more relevancy due to the proximity of the recipient.   The industry has been so excited about SMS and the conversion rates there.   Can you imagine how the conversion improves if, say you are a restaurant near a busy shopping area, and every Saturday and Sunday around Noon, you blast an MMS with a picture of your most popular dish to every user on your list within 3 miles of your establishment?  When considering location, you could actually build an entire campaign around location by including ideas like the above and by utilizing upcoming location based ad platforms like AdLocal  or Placecast.

       

Add to your campaign a component involving Gowalla and/or Foursquare or Mobile coupons from Yowsa! or up and coming Coupious and you will start to see how big Location can be in 2010.

Posted via email from Dimo Mobile