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Creating "watercooler moments" with mobile

hugh burrows
An effective mobile content strategy can create a real buzz around your brand, delivering "wartercooler moments" people will talk about and share.

With 8m UK users now accessing the mobile internet each month, and the highest saturation of handheld devices in Europe, mobile experts speaking at AOP's forum on 17 September presented a range of innovative ideas and strategies.

Integrating Desktop and Mobile

Even operators, such as Daniel James of Orange World, are starting to see a big web/mobile cross-over, and effective returns from an integrated desktop/mobile offering.

Though 78 per cent of Orange World's audience also go 'off portal', the service provides a segmented, targeted environment for publishers, he explained, which recognises users' gender, preferences, and purchase history.

Part of a Bigger Unified Platform

Reuters' Mobile Products Manager, Ilicco Elia urged publishers to "stop thinking about mobile as a separate platform", but part of a bigger unified platform. Showcasing a multiplatform ad campaign for IBM, Elia showed how whether on desktop or mobile web, the campaign built an effective brand association for the client, tagged to a range of content, all relating to "innovation".

Another firm championing mobile as a "central plank in cross-media strategy", Que Pasa Communications' Hugh Burrows said: "Media owners are jumping into the mobile internet, a sexy toolkit of opportunities."

In the mobile sector, people continue to get hung up on the technology, but "effective communications is all about the power of the idea, not the platform" - Burrows quoted the Sun's multiplatform strategy as a good example:

  • Best of - Paper
  • Most of - Website
  • Latest of - Mobile site

The "Google of Push Search"

In contrast to the other speakers, evangelising the mobile internet, Chris Bennett of blyk, the "Google of push search" pointed out that mobile web surfing still comes fourth in popularity for his target 16-24 demographic, after using their phones for texting, as clocks and (would you believe it?) as a torch.

Holding over 100 pieces of information on each user, Blyk offers free airtime and texts in return for targeted ad messages sent to its subscribers. He gave fascinating examples of users' unprompted responses to ads, which are in turn used to inform future marketing strategies.

His business model is based on "the now, not the 'in two years' time'". Blyk is working with publishers such as Bauer to promote brands like Heat.

Deliver "relevant content with ease" said Bennett, and "the consumer will make time for your brand" - response rates averaging 18 per cent speak for themselves.

For more on blyk, tips on mobile content from Hugh Burrows and Reuters mobile strategy, members can download the presentations from the event.

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