Mobile Relationship Marketing and Advertising
Harald Neidthardt
If you’re passionate about mobile and mobile advertising, talk with Harald Neidhardt, CMO of Smaato, a mobile advertising company. Before the iPhone was released, Harald and other entrepreneurs at Smaato were talking about smartphones, mobile applications and the growth of worldwide mobile computing.
Many businesses are now using Twitter for marketing. Take that back. Many businesses think they’re using Twitter for marketing. But making money with Twitter requires more than a parade of tweets scrolling across the screens of followers. Thoughtful Twitter marketing strategies are essential for effective communications.
Have you ever wasted hours of time reading through useless, thoughtless and ineffective Tweets on Twitter? You know what I mean. As microblogging continues to soar in popularity, marketers and advertisers pound out 140 character tweets on their keyboards like teenagers sending text messages to their friends. Have we created another monster on the Internet that eats up our time producing little of value? Have we forgotten the rules of marketing and advertising: create a conversation, develop a relationship and then sell.
From perusing Twitter tweets on several of my sites (MobiMarketing, MobileBeyond and MobiChirp), I’ve observed five types of people who market products and services. Let me describe them. (more…)
Today’s Wall Street Journal summarized total ad spend in the U.S. by medium and detailed why Google Radio failed. I like occasionally to read about a Google “failure.” It makes me feel good when even a giant Internet behemoth, like Google, can taste the dust of defeat.
First, the ad spend. Despite the woes of the newspaper industry, it garnered the highest revenues of ALL advertising in 2008: over 34 billion dollars, nearly four billion more than its nearest rival, local TV at a mere $28.8 billion . One wonders why an industry still generating the highest advertising revenues in the United States can’t leverage its assets and create a storm. But, that’s another story.
To sum up the rest, Internet advertising grew to a dominating number three spot (only $23.4B), with cable TV networks not far behind ($21.4B), broadcast TV networks ($18B), radio–still a respectable $17.2B, consumer mags at $12.7B and mobile….Well, mobile didn’t show. Why? Because, despite the mobile industry’s massive percentage growth in the U.S. and overseas, it’s still a very tiny part of Aunt Maude’s blueberry pie.
