mobiThinking
Latest Articles by mobiThinking
New IAB Mobile Advertising Guide
August 1, 2008, by mobiThinking
The Internet Advertising Bureau in the UK has just released a best practice guideline report called ‘Mobile Advertising: the Emerging UK Market” . The report is an excellent introduction to mobile advertising as well as a snapshot of the market right now. It includes the Mobile Marketing Association’s EMEA guidelines for mobile advertising published last September but still current... Read More
Autoglass shatters mobile barrier
July 31, 2008, by mobiThinking
“If you find yourself with a brick through your windscreen [Ed: that’s ‘windshield’ for you Yanks], the one thing you’re guaranteed to have on your person is a mobile.” So says Chris Smith, online marketing manager of Autoglass in the UK, in an excellent interview on e-consultancy... Read More
MTM London event takes mobile advertising temperature
July 25, 2008, by mobiThinking
We just spent an enjoyable afternoon at the MTM London Mobile Advertising Roundtable, a private event for marketers. MTM assembled an excellent panel (who shall remain nameless – Chatham House Rules ) to analyze the state of mobile advertising, its drivers, obstacles to growth and forecasts. The themes echoed those of recent Mobile Marketing Forum [http://www.mobilemarketingforum.com/] events:... Read More
Discovery: on-deck or off?
July 3, 2008, by mobiThinking
For mobile content players, discovery is the big challenge. How do you get people to experience your .mobi for the first time? Do you get your content on to the operator’s portals (‘on deck’)? Do you go direct, and help people to find and enter your URL on their own (‘off deck’)? A combination of both? An informal survey among the mobirati indicates that the US market is about 30% off-deck and 70% on-deck while the European market is the reverse. Any thoughts about why this should be the case are welcome... Read More
The Marvellous Three of Mobile
July 2, 2008, by mobiThinking
Nick Fisher of Marvellous, one of the UK’s top mobile agencies, recently shared his thoughts on mobile marketing. Nick identifies ‘The Big Three of Mobile Marketing’ as: Brand Engagement Functional Utility Direct Response Which feels like a tight way to think about your mobile strategies. A campaign can do any combination of these, but if you’re using mobile, it should probably be doing at least one of them... Read More
Nine reasons to consider mobile marketing
June 27, 2008, by mobiThinking
Anders Hansson, from Infonu in Stockholm alerted us to their eBook,, “How To Go Mobile”. Here’s a short excerpt, nine reasons to consider mobile marketing… (Thanks Anders!) 1. You get a list of phone numbers of consumers interested in your products. A mobile phone number is a more reliable reference to a consumer than an email address. Use your list to learn who your consumers are. 2. You communicate directly to consumers wherever they are... Read More
Pot noodles bring brand attitude to their mobi
June 26, 2008, by mobiThinking
Pot Noodle is a wonderfully anarchic UK brand. They bring their attitude and energy to the mobile platform with a fun site potnoodle.mobi. Check out the “Tipping Pot” video – a very funny spoof of the famous Guinness ad. As they put it, “Who needs Argentineans and a massive budget when you've got a flatulent drunk and some old shopping trolleys?” If the two pillars of mobile web marketing are utility and entertainment, these guys come down firmly on the side of the latter – and pull it off... Read More
The role of creative in mobile marketing
June 12, 2008, by mobiThinking
Mobile marketing calls for a different kind of creativity. Marching into your creative agency, showing them a tiny banner spec and saying, “Good luck” is not going to get you much. What seems to be emerging as we listen to some of the mobile pioneers at the Mobile Marketing Forum this week is that creativity lives in different places in the mobile marketing world. The challenges for any creative team looks more like these: “How do we engage with our consumers in new ways?”... Read More
The huge cost of the learning curve
June 12, 2008, by mobiThinking
A clear theme that emerged from the Mobile Marketing Forum in New York this week is that the entire marketing industry is pushing itself up a steep learning curve called mobile marketing. The cost is borne by every player in the value chain. Brand marketers must invest time, money and effort getting up to speed. Agencies must learn everything just to able to present a few things to their clients. They then have to spend an enormous amount of time educating the clients... Read More
Smirnoff mobilizes the brand
June 11, 2008, by mobiThinking
Daniel Rosen, Managing Director of AKQA Digital, talks to mobiThinking about Smirnoff.mobi, the enormously influential mobile experience. On the way, he shares his views about the brave new world of mobile marketing – and how we’ve only just started to scratch the surface of this powerful new medium... Read More
