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Archive for the ‘Mobile Search’ Category
Inception’s Viral Success
Kevin Burns | July 19th, 2010
“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 had to wait four more months for any more word from Warner Brothers, but in December the top in the banner above started to slow down. Die hard Christopher Nolan fans reported that the once relentlessly spinning top was about to topple over, and when it did a link brought fans to the campaign’s next step. Fans in search of insights to “Inception” were brought to a video game where they could either design mazes that other players could try to solve, or try to solve mazes that other players had created. This addicting game also served as a portal Continue reading…
3 Mobile Search Tactics to Boost Your ROI
Amanda Moshier | April 7th, 2010
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 help you understand the value and place of mobile search in your marketing mix, last month we identified three significant ways mobile differs from online search. For this month’s feature, we tapped one of the top mobile advertising networks to give you straight-from-the-horses-mouth advice on how to leverage mobile search for maximum ROI. Read on for three tactical tips to change the way you think about mobile search and help you get more out of your next campaign. 1 – Create a custom mobile landing page Not only is it difficult (and sometimes impossible) to view an entire website on Continue reading…
Tags: 3 mobile search tactics, mobile advertising, mobile marketing, mobile search, Wprogram
Posted in Business, Mobile Marketing, Mobile Search, Wprogram | No Comments
Understanding Mobile Search: 3 Reasons Mobile Is Different
Amanda Moshier | March 3rd, 2010
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 ROI higher than that of online search. Couple these factors with massive growth expected in the smart phone sector and Kelsey Group predicts mobile search will account for an impressive 73% of all mobile spend by 2013. Still, despite such momentum, the mobile advertising industry is young, and with a venue so new, it can be difficult to identify where to start. While a variety of mobile advertising tactics are available, including SMS messaging and display, the proven return of paid search makes it a sensible choice for marketers allocating their first mobile spend. Before jumping on the mobile bandwagon, Continue reading…
