“Inception” earned a well deserved 60 million dollars this weekend because of its “mind bending, cerebral experience” of a story. This movie inspired an Oscar worthy buzz and could undoubtedly stand on its own to draw in millions of impressed fans, but much of the monetary success has to be attributed to the omnipresent hype machine that was “Inception’s” marketing campaign. Warner Brothers teamed up with Verizon, Wired Magazine, Fandango, and Yahoo to produce an engaging viral campaign that reached across many demographics. The first steps of “Inception’s” 100 million dollar viral campaign included the launch of an intriguing website with only the presence of a spinning top. This ominous top began spinning at www.mind-crime.com, on August 21st 2009, and did nothing but enticed fans to seek out the first official trailer. After surfing the web in anticipation all weekend, eager fans had to settle for a brief teaser. Fans … Continue reading
Category Archives: Mobile Search
3 Mobile Search Tactics to Boost Your ROI
It’s an industry predicted to reach $3.3 billion in revenue by the year 2013, the reason you chose the bed-and-breakfast over the boutique hotel when your original hotel lost your reservation, and top of mind for marketers looking to capitalize on the growing number of consumers using the mobile web to make decisions on how to spend their money and time. It’s mobile advertising, and its mere existence, along with that of PDAs and smart phones, is changing the way consumers make decisions. As marketers realize the value of mobile advertising to influence brand awareness, word-of-mouth, and offline consumer behavior, many allocate their first mobile spend to paid search, or “pay-per-click” advertising, largely due to its track record as an accountable, highly-targeted way to market online. However, while it retains the built-in accountability that makes online search so attractive, mobile search is unique and requires a slightly different approach. To … Continue reading
Understanding Mobile Search: 3 Reasons Mobile Is Different
In January’s newsletter, we discussed 3 online marketing trends from 2009 that are shaping 2010, one being the mobile web (and the other two being real-time search and social media). We pointed to predictions of mobile devices outnumbering computers by 3 to 1 in the year 2012 and the mobile advertising industry reaching $3.3 billion by 2013, and recommended building a mobile version of one’s site – but what about advertising? As the number of users accessing the web via mobile devices grows, so do the number of advertisers vying for their interest. While the long-term potential of mobile advertising remains to be seen, marketers are realizing mobile can be leveraged not only to drive mobile site traffic but also, foot traffic, purchase decisions, brand awareness, and word-of-mouth. Likewise, the nature of mobile search existing primarily as a means to locate actionable data in real-time suggests an attractive potential for … Continue reading