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  • The digital citizen 4:28 pm on April 22, 2010 Permalink | Reply
    Tags: acquisition, efficiency, in gaming, Mobile, mobile advertising, mobile gaming, product placement, video   

    Alternative mobile advertising 

    Ok, so mobile has come of age and increasingly advertisers include mobile in their media plans.

    This however, for heavy mobile users is intrusive and annoying. When you are using your smart phone so much, you get tired of being bombarded by adverts constantly.

    I have been trying to think of alternatives and here are some ideas I have come up with:

    • For those using their smart phone for gaming purposes, how about in-game, instead of top/bottom of the screen ads? By choosing the right games, advertisers can be almost 100% sure that they are targeting the right audience. In gaming advertising is vastly growing on consoles, such as the XBox 360 and research has shown that it is really impactful too.
    • For those watching videos, the obvious alternative advertising would be product placement in the videos. Finally the ban on product placement on TV has been lifted in the UK and naturally this should reflect on all other advertising platforms.
    • Finally, if you are mostly reading on your phone, hyperlinks on the advertised terms is possibly the way forward. Ideally, upon clicking an offer becomes available to the user. This would further enable the implementation of cost per acquisition models on mobile, increasing it efficiency.

     

    Of course, at the moment, most paid for apps do not serve any ads but how long will they be free for? Trends, including apps, can only remain forever popular if they keep improving and these improvements require investment which can only be covered by advertising.

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  • The digital citizen 8:23 pm on January 6, 2010 Permalink | Reply
    Tags: , Location based services, Mobile   

    How can Location Based Services boost business? 

    With the launch of Foursquare in the UK, everyone in and outside twitter is talking about location based services (or LBS).

    In case you wonder, Foursquare is a location service based social network that tells your friends where you are once you have checked in. You might be able to do a lot more than that but I could not tell, as I haven’t had a descent go at it but, as more of my friends join, I will write a review here.

    Some other LBS are aka*aki, Plazes, Loopt and Brightkite

    The reason I am really interested in LBS is because I really think that businesses can really benefit from using LBS and here is how:

    Relevancy:

    Almost everyone with a smart phone has used an LBS to find a restaurant, supermarket or petrol station in their area. Everytime one of us is using the service, it collects valuable information about us, such as favourite food, shopping habits, if we have a car etc. It will not be long before LBS are in a position to suggest local activities or shops using information gathered from our past searches. This information will then be available to businesses anywhere in the country or the world where the user is, making LBS able to display relevant suggestions. So next time you are lost in a new place, you won’t have to look for restaurants and touristic activities; they will find you.

    Interaction:

    LBS with social elements, like Foursquare allow businesses a extra level of interaction further to relevancy and here is how. Say for example that the data collected so far about strongly indicate that you are a fan of pizza, Pizza Hut can then interact with you when you are close to a Pizza Hut restaurant, by letting you know of the pizza or the offer or the day or by allowing you to book a table or place your order to minimise the waiting time once you get there!

    Advertising:

    The wealth of information of course will have a huge impact on mobile behavioural targeting. So far we can only target a relevant audience by displaying ads on mobile sites that we assume this audience browses. However, the more we know about a user, the closer we get to being able to more precise about the advert this users sees anywhere in the mobile web. For advertising purposes, LBS is in some way acting as an IP address.

    If social media help businesses strengthen relationships with the consumers, LBS can initiate relationships. But where social media interactions quite often stay in the web, LBS can instigate real ones. Although loyalty and retention both depend on the very direct relationship, AKA customer service.

     
  • The digital citizen 2:39 pm on October 20, 2009 Permalink | Reply
    Tags: app, iphone, Mobile   

    Mobile gives you peace of mind 

    I moved into my new flat on Saturday. Although nothing can beat the excitement of finally moving into my own flat, the area is totally new to me and as I result I often find my self lost.

    iPhone application “London Bus” came to my rescue! Simple to use, finds within seconds my current position. As it is integrated with Transport for London, the app is quick in suggesting ways to get to my destination.

    For £0.59 I did not just buy another iPhone app. I bought some peace of mind.

    london bus

                                                                   *Picture “borrowed” from Malcolm Barclay, the app developer

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