Mobile Youth Consumers

• Published:September 16th, 2008
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• Category:mobile youth music

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Vodafone and MTV have announced the launch of a multi-platform programme, Vodafone Soundbites. The companies say the programme will explore every aspect of the global music scene, featuring international artists’ interviews at gigs and festivals, bands’ fantasy group line-ups, pre-show rituals and performers describing their first time on stage.
Vodafone Soundbites is available now on TV, online, and on mobile at: wap.mtv-vodafonesoundbites.com as a series of 21, three-minute shows. The website and mobile service carry additional footage, as well as editorial and news elements.
Vodafone Soundbites is available in seven languages on MTV in Germany, Hungary, the Netherlands, Portugal, Romania, Spain, Turkey, the UK and Ireland, Australia, New Zealand and on the MTV European feed, covering 16 countries. The programme is supported by an MTV-created promotional spot, driving viewers to the premiere of each show. Each show will air four times in each territory on TV.
The launch of Vodafone Soundbites follows the two companies’ recent collaboration on Vodafone Music Reporter’, which they describe as “an online global interactive profile”, hosted by Myspace. Vodafone Music Reporter offers music fans in some countries a chance to become an MTV reporter in an online and mobile episode of Vodafone Soundbites.
“Through our partnership with MTV, Vodafone is successfully building on its long-lasting music heritage and continues to bring music to its customers whenever they want it, wherever they are,” says Vodafone Global Brand Director, David Wheldon. “Vodafone Soundbites is a pioneering multiplatform communications show, will be delivered in 29 countries and will allow millions of fans to experience music on mobile  through Vodafone and its partners’ high speed, reliable networks, online and TV.”

• Published:September 16th, 2008
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• Category:mobile youth music

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Yes, always the dramatic one. Remember that post from a few days ago?  Has no meaning except 9 just stands for today’s date, the same date, by the way, I’d been meaning to go see the band but never got to buying tickets. Enter the good folks from WOM World and put an offer I could not refuse - again, accompany a group of Nokia and WOM World folks to the All Points West Music & Arts Festival, armed with Nokia 5310 Express Music (my device came by mail yesterday) and a VIP pass. It did tak

• Published:September 16th, 2008
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• Category:mobile youth music

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Finally we see young artists (or rather, their “people”) using mobile to give fans a sneak behind-the-scenes peek. According to PopCrunch

The Jonas Brothers have teamed up with MTV to document live online video content with the band as they prepare to headline New York’s Madison Square Garden this weekend.

Jonas Brothers: Live & Mobile runs live online beginning Friday at 4 p.m. ET through Saturday, August 9, from 8 a.m. through 8 p.m., when the band opens at the Garden.

Fans can visit jonasbros.mtv.com on Friday and Saturday to watch the live streaming video of the brothers preparing for their show

What this post doesn’t mention is that the livestreaming will be done via handset, with mobile broadcasting from Flixwagon. We’re seeing more and more artists (from 50 Cent to David Hasselhoff) embracing mobile video to give a glimpse of inside action and a more personal experience for fans. Other popular sites are Qik, Kyte and Zannel.

The moblogging is going on now, so check it out. The Jonas Brothers have also recorded some ads for MTV of backstage footage with their mobile phones.

The tween-tempting trio will also be broadcasting their tour onto the big screen in 3D next year. (BTW, looks like boy bands have adopted the same nerd-chic as rap stars.)

jonasbros.mtv.com

• Published:September 15th, 2008
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• Category:mobile life youth, mobile youth consumers

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Though both Generation X and Generation Y moms view the internet as a must-have tool for finding child-rearing information, there is a significant generational difference in their online behaviors and preferences, according to (pdf) a study from The Parenting Group and NewMediaMetrics.
Gen Y moms are much more attached to media that connects them to other [...]

• Published:September 15th, 2008
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• Category:mobile life youth, mobile youth consumers

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Stylites in Beijing

• Published:September 15th, 2008
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• Category:mobile life youth, mobile youth consumers

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The most intelligent article you will read today

• Published:September 10th, 2008
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• Category:marketing to mobile youth consumers

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BMW is one of the world’s most recognizable brands. As part of their on-going effort to build stronger connections with consumers, BMW has established a Marketing Innovation Center, which, among other things, has responsibility for developing mobile advertising and marketing.

Marc Mielau is the Innovation Manager for Mobile Marketing at BMW. In this two-part interview Marc explains how a major brand like BMW with a large complex organization can effectively address new opportunities such as mobile advertising and marketing, and he shares several of the very interesting campaigns that BMW has run. (more…)

• Published:September 10th, 2008
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• Category:marketing to mobile youth consumers

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There was an interesting survey conducted by ABI Research recently that pointed out that SMS marketing’s level of responsiveness can often be improved through the use of incentives.

The results of the survey suggest 37% of those who have received text message-based advertising have indicated they are more likely to respond to advertising in a text-based marketing message if they are offered an incentive such as a retail coupon or free song or ringtone, compared with only 11% who indicated that such incentives would not have any impact.

Not very surprising, but incentives that received the most positive response in study were real-world discounts and coupons for retail storefronts.  60% of those who were either neutral or open to potential text message marketing nominated a discount coupon at a local retailer as the incentive they would most likely respond to. After retail coupons, the next most popular incentives were free ringtones and songs.

This study more or less pointed out the obvious.  It’s been widely known that SMS marketing campaigns almost have to include an incentive in one way or another to be even remotely successful.  I’m actually surprised the number wasn’t higher than 37% of the respondants who wanted an incentive to respond to the campaign- in my experience, if there’s really  nothing the user can gain from the interaction, they’re not going to bother.

“We think that in general, advertisers and operators must tread carefully when delivering marketing messages to a consumer’s mobile handset, especially given that many subscribers believe they are paying a significant amount of money for their mobile services,” says research director Michael Wolf. “However, we believe that marketing and advertising messaging that is properly crafted and that utilizes incentives could enjoy more acceptance on the part of the consumer.”

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• Published:September 10th, 2008
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• Category:marketing to mobile youth consumers

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After a slower start than Western Europe, the United States has caught up in the adoption of 3G mobile, with 28.4% of American mobile subscribers having 3G devices vs. the average of 28.3% among the five largest Western Europe states, according to comScore.

The only major European countries exceeding the US in 3G penetration are [...]

• Published:September 10th, 2008
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• Category:marketing to mobile youth consumers

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Idle screen media company Celltick has released results from the first implementation of the new Response-based Segmentation (RBS) feature for its LiveScreen Media platform. The segmentation process tracks user interaction with content displayed on the idle screen and automatically creates a profile which allows Celltick to target users according to their areas of interest and demographic characteristics.
In a deployment with a Brazilian operator, Celltick says the results demonstrate a 60% increase in the number of users responding to teasers on the idle screen, and an 80% increase in the overall number of clicks per day since the service enhancement was introduced.
The LiveScreen Media platform is designed to provide mobile operators, content providers and advertisers with a mobile marketing media channel that employs sophisticated segmentation capabilities to maximize response rates, customer retention and enhanced revenue opportunities.
Celltick says that user profiling through RBS compliments LiveScreen Media’s existing segmentation capabilities, which include location based broadcasting, handset segmentation and time-sensitive campaigns. Specifically, RBS enables operators to analyse their subscribers’ behaviour, understand their needs and interests and by doing so, target them with personalised mobile content. By identifying the type of content subscribers are most likely to respond to, as well as what they would like to be able to do through their mobile device, says Celltick, RBS can increase the success rate of each message and ultimately raise the operator’s Average Revenue Per User (ARPU).
“In mobile marketing, it is crucial for operators to differentiate their services for advertisers, content providers and subscribers alike,” says Celltick CEO, Stephen Dunford. “RBS can provide improved performance and enhanced revenues as well as help increase customer retention by providing the content subscribers really want, rather than generic messages.”