Ten Mistakes In Mobile Web Marketing (PDF Download: 600 KB)

I agree with all but the .mobi domain. Naturally a .mobi domain can help, but a QR Code helps even better;)

Recently Google announced their mobile internet ad formats for image banners. They differ slightly in comparison to the ones from the Mobile Advertising Guidelines (April 2008)

Image Banner Sizes Google versus MMA

	Google	MMA
X-Large	305x64	300x50
Large	215x34	216x36
Medium GOOG	192x53	---
Medium	167x30	168x28
Small MMA	---	120x20

What is the reason behind this? Are the MMA Guidelines not good enough? Powerplay?

Via Aecomo

I missed that earlier, thanks to the Techno / Marketer I found it now.

The MMA’s Mobile Advertising Guidelines (PDF) provides the formats, guidelines and best practices to implementing mobile advertising initiatives. All parties involved in active mobile advertising programs should be familiar and compliant with Mobile Advertising Guidelines and their practical implementation.

The Mobile Advertising Guidelines includes the following sections:

• Mobile web (WAP) Banner Guidelines
  
  • Mobile web advertising overview
  • Mobile web (WAP) advertising units
  • Advertising examples
  • Technical specifications
  • Mobile web response mechanisms overview
• Content Guidelines
• Technical Requirements for Mobile Advertisers
• Nomenclature (Glossary)
• Who We Are

Will Mobile Ads Take Off In '07, Or Be Put On Hold?

But as the barriers to entry start to come down, the hardest work for marketers really begins now, said Stoller. And simply duplicating applications used for other digital media won't cut it in the mobile space. "I think banners and text that say 'buy Pepsi' are never going to work," he said. "The whole model needs to be rethought."

Mobile Marketing

Procter and Gamble, meanwhile, has launched a Mobile Ad Lab. which will create 35 mobile marketing programs over the next nine months. "Two-thousand seven will be a year of growth for the U.S. mobile industry. We will be seeing a lot of the large marketers entering the arena with test and learn executions," said mobile marketing guru John Hadl, who advises P&G.

BlueCasting - The Next Marketing Faux-pas?

As a result, next month the DMA will publish guidelines on marketing via Bluetooth and will raise the issue of initial opt-in with its new Mobile Marketing Council. This is extremely encouraging, hopefully meaning that marketers will learn to walk before racing ahead with this new channel.
No matter what the outcome, I can’t help thinking that whatever emerges with the advent of BlueCasting, the issue here has to be consumer choice. Communications must be targeted, permission based and above all engaging to combat consumer aversion. A mature, long-term approach that focuses on creating a dialogue with a customer - not a monologue - is essential. Otherwise, we risk wrecking the potential of this exciting, new medium.

Using Cell Phones to Promote Customer Loyalty

"The mobile phone is the most intimate communication device the consumer has, and marketing through it has a conversational tone," says Ashley Heather, co-founder of MoMeMo in New York.

Via Heike

See also:
Mobile Marketing Uncovered: Upwardly mobile by Brand Republic

According to PAGE Magazine, one should read "Brands New Toy" by Bosse Küllenberg and Christopher Quente from spielplatz.cc

They have a site too:
http://www.brands-new-toy.com


See also:
Moconews: Ads and Marketing

Together with SMI, we start on November 24 a new series under the title "Mobile Marketing" (see Keitai Marketing blog). And in this regard, Jan's podcast is certainly well worth to listen to.

A look at three case studies of emerging trends in mobile marketing - RFID marketing, mobile loyalty schemes and mobile personal shopping assistants.

Direct Link to the MP3

Via Wireless Forum Podcast RSS

New Communication Strategies and the Role of Mobile
With the broad diffusion of consumer-generated media, such as blogs and SMS, word of mouth has become increasingly important with viral marketing playing a key role in driving sales. According to Ohshiba, "In the future, we will see increasing development of spontaneous media like mobile in the peer-to-peer space." Last, D2C Communications President and CEO Fujita spoke about the importance of "maintaining PC and mobile sites as a bi-directional hub to manage contact with customers."

[...] Finally, Mitsui Sumitomo Card's Sawamura commented, "The mobile phone is already an intimate feature of daily life and could become the first credit card for many users."

Via Helen

Marketingblurb's Mobile Marketing writes about some recent mobile marketing strategies.

Sugar Mama beats it all: Watch a 30-second Virgin Mobile commercial to get a free minute talk time;)

As the mobile is a personal and intimate media, everything not relevant to me will be considered as spam respectively as an intrusion into my privacy. Therefore if we talk about mobile marketing, it must be made in a much subtler way than in any other media before. "Participatory media" and "neomarketing" will probably be the best way to go.

The Mobile Marketing Magazine comes to the same results in The Mobile Opportunity

In recent years, companies have dipped their toes in the water, and begun experimenting with SMS marketing, in order to engage with customers via text-to-win, text-for-info and text-for-coupon pilots. Bombarding mobile phone users with unsolicited ‘nuisance’ messages though, has created a serious misconception about mobile advertising and to many this still prevails.

[...] By adding mobile integration to current campaigns, brands can enjoy a personal relationship with consumers no other form of communication can match. To maximise success, it is vital that the right material is presented in the correct manner. Although they are the most lucrative consumer sector of mobile phones, the new generation of 18 to 24 year olds are highly sophisticated, critical and increasingly cynical. Able to shut out anything remotely resembling spam, it is essential that any communications aimed directly into their pockets are innovative, imaginative and relevant, otherwise they won’t opt in to receive this service.