SMS and Media - Mobile Advertising

The traditional media industry is at the middle of a technological vortex, with new media channels such as mobile and the web changing the way that people consume and interact with content.

In response to these challenges media companies, such as television, radio or publishing companies, have developed ever more cutting edge technology platforms. However, this approach sometimes means that simpler and more cost-effective solutions are overlooked.

The mobile mix in media

One great example of this is in the mobile space. More and more media companies are looking towards the latest smartphone apps and the mobile web as a way of accessing consumers on the move.

Whether these are news apps like the BBC News app, mobile TV apps such as Sky's, or programme apps like those developed for formats such as Britain's Got Talent, these services are all the rage amongst media companies looking to gain a foothold in the mobile space.

However, whilst smartphone-based services have a place in the market they also have their limitations. Rich mobile functionality is unarguably a powerful tool for media companies, but at the same time it intrinsically limits the potential marketplace for any such service.

The limitations of apps and the mobile web: ubiquity and penetration

The issue lies in the relatively small penetration of app- and internet-enabled smartphones, which is still only around 30% in developed markets such as Europe and US (NPD, 2010). This means that, even in the most advanced markets, more than two thirds of consumers still cannot access rich mobile services on their primary handset.

When you combine this with the relatively low reach of the 3G coverage that enables mobile internet and application access, it is clear that rich mobile media services are effectively limited in the extent to which they can reach the broadest consumer audiences.

SMS in media

SMS can be deployed in a huge range of media scenarios:

Voting

One of the classic uses for SMS in the media industry has been in voting. SMS offers viewers a simple and cost effective way of interacting with a programme and influencing its outcome, thus ensuring a more dedicated viewer experience. Initially focused on premium rate SMS, non-premium SMS is now becoming the voting channel of choice in response to widespread issues with premium rate television interactivity.

Competitions

Alongside voting, competitions are a well established use case for SMS within the media industry. Viewers can be asked to enter a competition by texting their preferred answer to a number given in the programme. This interactivity drives engagement with content and thus enhances viewer loyalty. Similarly to voting SMS, premium SMS is increasingly giving way to non-premium numbers as viewer concerns over premium rate fraud have caused declining response rates.

Marketing

Marketing has long been the standard corporate application for SMS. The use of SMS to distribute marketing messages direct to consumer's handsets is a powerful way to engage directly with individuals. In the media space the applications for the technology in this way are endless - whether they are SMS updates from celebrity presenters or schedule information about forthcoming shows.

Content distribution

Whilst SMS is itself a text channel, it can be used to facilitate the simple transmission of richer content without the need for users to access the mobile web. Using a technology known as WAP-push, it is possible to send hyperlinks in an SMS that enable the recipient to simply click to download content. In the same way, a mobile web URL can be sent in an SMS, avoiding the need for consumers to navigate their way to a page themselves. Using these approaches, media companies can distribute rich media content using an established and easy to use technology.

Alerting

One of the defining features of SMS is that it is highly impactful - when a user receives a text message they are more than likely going to read it there and then. As such, it is an ideal mechanism for alerting consumers to time sensitive information. For media companies this might take the form of news alerts around major breaking news stories, programme alerts, letting viewers or listeners sign up to receive a text when their favourite show is about to start, or alerts about other show related events, such as new online content going live. In this way, SMS can be used as an outreach mechanism to reach out to consumers in a way that is simply not possible via traditional media channels.

Two way SMS

Whilst the simple 'push' mechanic of SMS marketing is well established, it is now possible to use SMS as an interactive, two-way communications channel. Whereas previously a viewer might just have voted once for a show, programme makers can now respond to viewers in real time with additional content, questions or other messages. Alternatively, a broadcaster sending news alerts could invite viewers to respond with their comments on breaking news via SMS.

The mobile mix

That mobile is an important part of the communications mix for media companies is an undeniable truth. It is also true that apps and mobile web access are useful tools for the small but growing smartphone audience.

However, if the aim of a mobile media service is to provide functionality on the go for the widest possible audience, then SMS remains a real contender as the technology of choice.

About tyntec

tyntec is a global mobile interaction service provider, offering high-quality mobile messaging and information services to mobile network operators, enterprises, mobile service providers and internet companies. tyntec offers its customers a unique level of quality in 2-way SMS interaction services. This promise is based on the company's pioneering service level agreements (SLAs) and security of message transmission from end-to-end. tyntec enables its customers to reach more than 90% of global subscribers and offers a 15-second SMS delivery guarantee, real-time delivery notifications of all messages and a no-message loss policy.

Munich +49 (89) 202 451 100 - London +44 (207) 436 0283 - Singapore +65 (6478) 3020
http://tyntec.com/

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Top Reasons Social Media Advertising Campaigns Fail

Social media marketing and social networking are excellent marketing tools IF they're used right. If you are not utilizing them properly, they will be a major waste of your valuable time. Below, you will reasons why your Social Media Campaign isn't providing the results you were expecting:

1. You are in "sales mode" - If you are only sharing information about what product or service you have to offer, people will NOT find interest. To be frank, it is quite annoying. You MUST share valuable information to build relationships.

2. You do not have a plan or an objective - Before starting on social Media, be sure that the sites you are investing your time match with your objectives. For example, if you are selling real estate, you are not going to want to invest a lot of time on a gaming network site. Take some time to plan out your business strategy.

3. You don't have a target group in mind - In order to be successful, you must have a target group / audience in mind. To go back to the "selling real estate" example, it wouldn't make sense to spend a lot of time promoting on MySpace when the age group is much younger than Facebook.

4. You are not engaging - Social networking means that you should be interacting with others. You do this by sharing valuable information, commenting on others status updates, re-tweeting and sharing articles or posts on blogs that you think people would find value or interest. My motto is to go in thinking only about what you can give to others, not what you will receive.

5. You are sharing worthless information - Keep your audience in mind when posting. Don't post what YOU find interesting. Post things that the average person would find interesting. Want to mix it up a little? Throw in a little bit of humor!

6. You post and tweet too much - Keep your posting minimal. I recommend about 2-3 posts per day on Twitter and Facebook but no more than 6. Make sure you space them out over time. When someone constantly posts, it can become annoying.

7. You are not investing the time to follow others - I personally follow most everyone that follows me. If you want people to take interest in you, why shouldn't they be worthy enough to have your interest too? If you find that they are spamming you or wasting your time, it is easy to stop following.

8. You are outsourcing social media to someone who doesn't understand what your company does and what you want to achieve - Make sure that if you choose to outsource your services, that the person or company spend time with you to understand your goals and objectives. A good social media expert will invest time in learning what your company does as well as what the competition is doing in order to provide you with on-line leverage.

9. You are not using keywords - One of the advantages to using Social Media sites, is that your content gets picked up by Google. This not only gives you more visibility but moves your rankings up.

10. You are inconsistent - Don't post and then disappear for a while. If you want to be successful with social media, you must invest time into it each day (or hire someone to do it for you).

11. You are not passionate - People can see through your words just as they can see through a fake smile. Be sure to share your enthusiasm and excitement about the content you are sharing. It will draw people in.

12. You are not knowledgeable - Make sure that you are educated about the information that you are sharing. If you learn a fact because you read it from somewhere and found it interesting, be prepared to have knowledge on that fact in the event someone wants to know more or even disagrees.

13. You are not building relationships - This is crucial to have an effective marketing campaign. Other than sharing valuable information and engaging in conversations, try to share something personal from time to time. Create videos! They are very effective!

14. You are not educated - If you are choosing to do your own social media campaign, make sure that you take the time to LEARN how to best utilize the different social media platforms. There are TONS of free resources on-line. Utilize them to learn as much as possible.

15. You do not understand the media flow - There is a way to integrate social media platforms so that they all run together. Be sure to learn about having a hub "a blog" and how to use that to intertwine with other social media sites.

There are many ways to demolish your social media campaign. If you are unsure how it all works, take the time to learn from others, hire a consultant, or better yet hire someone who will manage and build your social media campaign. With the right tools, information and time investment, you could easily take your business to the next level by growing your on-line presence.

I provide Social Media services and would like to invite you to check out my website for more information [http://www.socialmedia4you.com].

My name is Shannon McCraw and I specialize in social media services. If you need consulting, training or social media services, please contact me. To learn more about me visit [http://www.whoisshannon.com]

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Out of Home Advertising Product Spotlight - Beach Media

Summer is a great time for out of home media. Vacationers put the winter months behind them and start heading for warm beaches and sunnier locales. The vacationing demographic is more willing to spend than those stuck behind the desk from 9 to 5, making them an excellent target for advertising messaging. And with more people spending more time outdoors, out of home advertising can reach more members of your target audience.

For advertisers looking to reach this suntanned demographic, what better way than at the beach!? Whether your target audience includes spring breakers, vacationing families, snowbirds, or high-income resort travelers, there are many effective ways to reach each of them. Advertising opportunities are in abundance at the beach, including aerial, water vessel, sand imprint, telephone kiosks, lifeguard towers, wrapped vehicles, inflatables, tents, trash receptacles, umbrellas, and street teams - just to name a few.

Benefits of the Out of Home Medium -

Beach advertising can have a great impact because of frequency. Vacationers are usually at the beach for a few days at a time. The message reaches them every day - and possibly all day - depending on the advertising vehicle. Plus, beach-goers tend to be a captive audience with an open, relaxed mindset.

Beach media is unique, giving the advertiser the opportunity to stand out and make an impact. Plus, advertisers don't have to break through the typical ad clutter on the beach like they do in other venues.

How this Form of Out of Home Media is Used -

Advertisers can target different demographic segments with beach media using location, time period and venue. College students can be reached by targeting spring break destination beaches in March and April. In addition, clients can target spring break parties with tents, inflatables or street teams.

If families are the target consumer, then summer months work best. For a campaign lasting a couple months, more standard media may work better - lifeguard towers, trash receptacles, beach panels and phone kiosks. Aerial advertising and sand impressions can grab attention as well.

Higher income couples may opt for the more elusive beaches, but you can still use water vessel and aerial advertising to grab their attention. Countless opportunities exist when incorporating beach media.

How to Measure Out of Home Beach Media -

Currently, there are no standard guidelines for measuring a beach campaign. However, you may be able to incorporate street teams for surveying, sampling, etc. Beach media can also be measured if it directs the consumer to a particular website. Another option is to get involved in a beach event and monitor attendance numbers.

Markets Where Out of Home Beach Media is Available -

You can find beach media in just about any coastal market. If you aren't aware of any companies covering a particular beach, you could contact one of the many companies on DOmedia who may be able to customize a program for a particular location.

New Beach Media Technology -

Some products such as phone kiosks might have built-in charging systems. Others may have audio capabilities or digital displays. For instance, some water vessels may have digital displays visible as they pass by beach crowds.

Who Provides Beach Media?

Contact an out of home media specialist to learn who provides traditional and digital beach media, and how to purchase it. Alternative advertising agencies and other digital media companies often have large directories of asset providers.

Jeff R. Lamb is the president of DOmedia: an out of home media company. DOmedia specializes in connecting asset owners with buyers for all forms of traditional and digital out of home media. Learn more at http://www.domedia.com

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Media Planning And Buying For An Effective Advertising Campaign

This article will explore the principles behind media planning. After all the research and strategizing has been carried out by a business the next stage they have to face is to start promoting what they are offering to their potential new customers.

Certainly the most important weapon in any company's bid to reach those new customers is a well-conceived advertising campaign. It is therefore essential that they spend time planning it.

When it comes to producing a well conceived media advertising planning strategy there are certain things that need to be looked at.

Today there are a number of different ways in which a business can get their message across to their customers. They could if they want use the television, newspapers, magazines as well as the radio.

Plus they may want to consider see what ways they can advertise their business on the internet. However which ever media advertising method they decide to do they will also need to be aware of their budget constraints.

In order to plan their advertising campaigns correctly there are 3 questions that any good media planner should be asking themselves.

1. What is the right mix of media to use for the campaign?

2. Which of any of the media available could offer them direct access to the customers that they are targeting?

3. How often should their advertisements be shown and when should they be shown.

Once they are able to provide answers to these questions then the media planners can start to look at the budget that they have and how to utilize it fully.

It is the job of the media planner who often works as part of an advertising agency or even for a specialty firm to device the right media planning strategy. The job of the media planner is to work closely with the people within the business in order to devise a plan and strategy that will bring that all important customer to the businesses door.

Unfortunately when it comes to devising the perfect media planning strategy for a business the best thing that any media planner can do is first learn about it. It is important that they spend time with their client learning as much as they can before they actually devise a strategy to bring the customers flocking to the company's door. Once the media planner has devised the plan which they feel will work best for the company they then pass on what they want to happen to a media buyer, which could be someone else or the same person.

Go to Media Planning [http://www.imediaplanning.com] for more about a media planner's role and how to plan, buy media placement and analyze post media buy results.

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Impact of Digital News Media on Traditional Advertising Methods

If we go deeper into this matter and look around us, there will not be any difference of opinion and all would agree that digital media has the upper hand.

Many companies are giving up traditional marketing and advertising methods and turning towards digital media to promote their products and services.
Many big names had to cut their budgets to save the companies from heavy losses. However, they very wisely turned to digital media for advertising. This is a clear sign of businesses losing confidence in the traditional advertising methods.

Results in traditional media are considered less measurable than the direct response media like the digital media. It is like a war between the TV, Radio and Print media, and the internet and other digital media of advertising. When there is no control over the results of some advertising, and when an alternative more controllable media is available, who would prefer to continue with the traditional media! Yes, it is true; many big names have displayed huge profit even in this hard time of recession. All such names are in favor of digital news media for most of their marketing and advertising needs.

While we find digital media the best option, we cannot deny the fact that in some aspects, the traditional media is found useful. It is said that marketing of your brand suits more to traditional media. Well, it may be true but this rule cannot be generalized and would depend mostly on the product and prevailing conditions. Some very positively argue that for the sake of effective advertising campaign and for the best results, both types of advertising and marketing media must be used.

If we say that online media trends has badly affected the traditional advertising methods, we should not forget the fact that the customers' trend is also responsible for that. Customers have become more responsive to digital media now. They spend hours on the internet, not on the radio or other traditional means. All such media is becoming 'electronic.' With fast and wider access to information, customers prefer digital news media for purchasing or while deciding to avail some service. Such market trend and the ease of sharing information, as well as economic feasibility, are working very positively in favor of digital media. Now, companies cannot neglect the fast growing and fierce competition and have to adopt means that not only help them survive, but also to develop their business.

There is an unnoticed disadvantage of digital news media marketing or advertising. Since the ease of access to information on different identical products or services makes it much easy for the potential customers to compare the products, you have to offer the best. If not, the customer has all the information about other good offers available, with even unbiased reviews; he would definitely go for the better one.

Well, while digital news media has very negatively influenced the traditional advertising methods, it is certainly beneficial for the customers.

Seek4media.com, a growing community that attempts to deconstruct digital news media in all its pervasive forms across the web with up to date articles revolving around all types of interesting issues and offer constructive opinions on online news trends today from a prosumer perspectives. Our articles are created, reviewed and submitted by experienced and knowledgeable staff of professional writers

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All You Need to Know About Media Advertising

Media have been the most oldest and reliable means of advertising. Over the years, many businesses have taken the benefit of this source of advertising and have gained profits. Businesses spend a great amount of money for media advertising but their success also depends on choosing the best advertising media. It is advisable to select that type of media that is most suitable to the product and services offered by a business.

What Media Advertising Consist Of?

Media advertising consists of various ways of advertising the product. This includes newspapers, television, magazines, billboards, pamphlets, radio, Internet, yellow pages, and direct mails. The main motive of using media for advertising is to attract audiences and thereby generate more revenue by increasing the sale of the product.

Media Advertising Vehicles

Some of the famous ways of media advertising includes-

Television: Television is one of the most powerful sources of media advertising. TV has the maximum capability of reaching almost every home for the whole of 24 hours.

Newspaper: Newspapers also virtually reaches every home all around the world and is one of the major media components.

Internet: Among these, Internet has proved to be the most opted and successful media. Businesses can advertise their product through a website and can thus attract huge traffic to it.

Magazines: Magazines are also a good medium of advertising. Magazines are limited to a specific category of people who buy them therefore the advertisements in these magazines are for specific audience only.

Essentials of Media Advertising

Customers easily get the information about the product through media advertising. Before advertising the product, a business need to keep in mind certain essential aspects that helps in attracting audiences. This include:

- A good media advertisement should consist of a good content, which should cover the features, usability, and benefits of the product.

- The content for media advertisement should be created by keeping in mind the potential market for the product.

- Putting a lot of money in advertisement does not guarantee success of the product. Therefore put a substantial amount of money only and give priority to content.

Media Advertising Agencies

Due to the presence various media promotion means, it becomes difficult for a business to choose the right medium. This is when the business needs to hire a business adviser or media advertising agencies, which help in choosing the best available media for the business. Over the last few years, the emergence of these advertising agencies has simplified the advertising process for the businesses.

Media marketing agencies consist of professional staff that is divided into different departments. Each department helps a business in taking care of each task of advertising. The various departments include client service department, creative department, execution department, and public relations team. These departments work in accordance with the client's needs and requirements to bring out the best results.

Changing With Time

Media advertising sources have changed and developed with time. Previously, TV and newspapers were the most sought out ways of promoting a product. Today Internet, telemarketing, and SMS advertisements have brought a drastic change in advertisement scenario.

James Copper is a writer for [http://www.adderson.com]

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Future Jobs in Advertising Will Be Dominated by Media - Polish Up Your Media Resume!

Jobs in the advertising industry declined during the recession of 2008-2010, but now appear to be increasing again. Looking at the advertising jobs of the future, we believe media will dominate job growth. Available jobs will involve media planning, buying, and sales for both traditional and new media. Integrated communications will be key.

In terms of job opportunities, there are three basic functions which media professionals perform to connect ad messages with target markets: media planning, buying, and sales. To prepare for an advertising job, job seekers should develop a good understanding of media planning, media buying, and media sales for both traditional and digital media. (The future is integrated marketing and media.)

1. Media Planning

Media planning is the process of developing an effective media strategy and action plan involving use of both traditional and digital media.

The planning process first begins with an analysis of the marketing situation. Then, second, based on marketing priorities, media objectives are formulated that detail exactly what the media plan is supposed to accomplish, for example, including the definition and prioritization of target audiences the media plan must reach.

Third,strategies are formulated which will most effectively accomplish the media objectives. Finally, based on the media strategies, a detailed tactical plan is developed.

The media strategy and action plan incorporate the right media classes, the right media vehicles, the right geographic markets, the right timing, the right budget, the right number of advertising exposures, in the right media contexts, and so on. In so doing, media planning contemplates how traditional, digital, alternative, and marketing services media can help best address marketing problems or capitalize on marketing opportunities.

The end result of the process is a media plan, often called the tactical plan. The media plan details the recommendations and detailed rationale for all media activities and spending. For example, the plan may propose the use of magazines as the important medium for some particular advertising. The recommendation would include how much money should be spent in magazines vs. other media, in which months or weeks ads should be scheduled, and, of course, which specific magazines are most cost effective and best meet the magazine selection criteria.

Of course, media plans must also include other proposed media/marketing activities such as geographic market areas which should receive supplemental media spending, how often the consumer should be reached with advertising, as well as how the advertising should be scheduled throughout the year or planning period.

A media planner is someone who develops or supervises the development of media plans through a rigorous media planning process. The media planner may occupy any level in the organization; responsibility, not title, defines the job.

Now, imagine that you are a media planner. You have $3 million to market your product to male beer drinkers. An analysis of media alternatives for reaching this audience suggests these three potential strategies.

1. If you bought one:30 spot in the Super Bowl for $3 million, you would reach almost 33% of male beer drinkers all at the same time.

2. If you bought fifteen:30 spots on male-oriented, primetime, network TV programs, you could reach 65% of male beer drinkers more than once with 35% of them reached at least twice.

3. If you spent half your budget for display ads on male-oriented websites and the other half in men's magazines, you would reach 63% of males twice each, on average, but in different media contexts.

Question: Which option would you choose? Why?

2. Media Buying

Media buying is the second type of job available in advertising and the advertising media area. People who buy media are simply called media buyers. Media buyers may be generalists or may specialize in buying specific media: broadcast or print or digital.

After the media plan has been approved by the client, the media included in the plan must be purchased from the media sellers. Buying is the process of identifying the preferred media vehicles, then negotiating with selling media to reach a satisfactory price and other important terms and conditions. The transaction is called a media buy, and the person who negotiated the transaction with the seller is called a media buyer.

Typically included in the list of negotiable items are price, additional time or space units, positioning of the ad or commercial within the media vehicle, inclusion of higher quality and more effective media vehicles, and value added features such as billboards (broadcast), turnkey promotions, merchandising assistance, programs to involve sales force and customers, and so on.

You might be a buyer with a budget and instructions to buy a specific display ad on the home page of a major search engine, for example. You find that the budget is sufficient to buy an ad on the home page of either AOL or Yahoo but not both. You therefore ask each of the sellers to submit a proposal, and you negotiate with both of them until one offers you desirable inventory at an acceptable price. After negotiating with the sellers, you may then select the seller with the lowest price or the best additional enticements. When you have completed the transaction, you have done a media buy!

3. Media Sales

Media sales or selling is the third category of advertising media jobs. All media have sales people who work on the local level selling to local businesses or on the national level selling to national advertisers and advertising agencies. In addition, opportunities exist in media representative firms who often represent media companies in the key markets of the countryt. For example a television station in Hoboken may hire rep firms to do their selling in New York, Chicago, Los Angeles, San Francisco, and Detroit -- or where ever.

What is important here is that media sales will likely be the largest employer of people in the advertising industry, and could be considered by those who have interest in advertising, professional selling and has accrued a little bit of experience in the agency business.

If you were the media seller for AOL in the example above, you might propose a media package consisting of X number of clicks to AOL for the one-time-only price of $5 million. But the Yahoo sales rep would be doing the same thing! Your job would be to come up with an offer better than Yahoo's, including a final price and any other terms and conditions that would induce the media buyer to keep negotiating with you until you can reach a contract.

Media sales persons are usually called media representatives or sales reps. Sales reps may work for the medium (e.g., AOL) or for an independent firm that represents several non-competing media. Sellers communicate with buyers by phone, face-to-face in person or video conference, by mail and e-mail.

Ronald D. Geskey CEO, 2020:MarketingCommunications LLC and author of "Media Planning & Buying in the 21st Century." marketing2020@aol.com

"Media Buying & Planning in the 21st Century" is an excellent primer for those looking for a job in advertising or advertising media. The book discusses many career opportunities which will help readers better understand the advertising and media business so that they can pursue media job opportunities more intelligently. The book covers topics from a practical "how to" standpoint, and unlike many media books, explains issues in plain English.

The author, Ron Geskey has over 30 years of experience at major advertising agencies. He has a B.S. and M.S. from Southern Illinois University, doctoral work at Texas Tech University, and Executive Education at Wharton School of Business, Northwestern University, Michigan State University

Websites: http://www.21stCenturyMediaPlanning.com - http://www.MediaPlanningBuyinginthe21stCentury.com

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