Monthly Archives: September 2008

Radio Drives Mobile

 

Mobile Driver

Mobile Driver

Recently, my work in the radio industry and my interest in mobile marketing have crossed paths.  

 

Thanks to my colleague Doug Zanger at Small Plate Radio, I’ve found myself in several radio industry posts. I’m on the radio jury for the London International Awards, I’m the moderator for the Radio Suits group on the radiocreativeland talent pool and I handle media relations for the soon to be launched Good Radio Stories, an online PR service showcasing the charitable acts of radio stations across the country.  GRS is a Radio 2020 project commissioned by the Radio Advertisers Bureau, National Association of Broadcasters and HD Radio Alliance.

The more that I play in the radio world (I have a broadcast journalism degree) the more clearly I see synergies between radio and mobile marketing.  As I pointed out in my post “Drive to Mobile,” one of the best attributes of mobile marketing is the ability to “capture” an audience no matter where they are or what they’re doing. 

Where people can often be found is listening to the radio in a car, at home, at work or in someone else’s store, gym or drycleaner.  Radio therefore is a perfect medium for Drive to Mobile because it is ubiquitous and can be accessed from anywhere (just like mobile phones).

This fact is not lost on mobile marketing providers.  Companies like HipCricket and Spark Network Services offer radio stations turnkey mobile solutions to further relationships with listeners and provide stations with an additional revenue stream.

HipCricket has also just signed a deal with the Spanish Broadcasting System to build loyalty groups via text. I know from my work in the Hispanic market that Hispanics are a great target for text campaigns.

When it comes to building Drive to Mobile campaigns, radio is a terrific medium.

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Filed under Hispanic marketing, Mobile Marketing

Don’t mess with my blue crabs!

Here in Virginia, we have a state Commission on Climate Change that includes 43 members who were appointed by Gov. Tim Kaine about nine months ago.

Recently the Commission met and reached consensus that:

A rising sea level caused by global warming poses a major concern for much of coastal Virginia, especially the heavily populated (and traffic congested) Hampton Roads area.

Warming would have significant impact on Virginia’s ecosystems.

Some Chesapeake Bay species such as blue crabs and oysters could decline or disappear.

I don’t know about you, but when you start messing with my seafood, that’s when I get mad!

The state commission is expected to make its recommendations on December 15th.  In the meantime, check out some tips on what you can do about Global Warming.

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Filed under Climate Change, Daniel Durazo, Sustainability

An Answer to Global Warming?

Last week at California’s annual Climate Change Research Conference in Sacramento, two physicists associated with the Heat Island Group presented a paper which claims that if roofs in 100 major urban areas were switched to reflective material, they would offset 44 metric gigatons of greenhouse gasses.  It’s hard for me to picture how big a metric gigaton is, but it sounds like a lot.  In fact, 44 metric gigatons of greenhouse gasses is more than all the countries on Earth emit in a single year.

The bottom line is that dark roofs and pavement absorb heat and add significantly to global warming and climate change by trapping heat in urban areas.  Just painting roofs white and paving roads with a lighter colored material could offset more than 10 years of emissions growth.  

The paper says that replacing a dark colored roof with a white roof on an average American home would offset 10 metric tons of carbon dioxide emissions.  And that’s for just one house!

California already requires new flat commercial structures to be built with reflective roofs and next year new and retrofitted residential and commercial buildings will need to have reflective roofs.

I really like those green roofs where people have planted grass and plants to reduce cooling costs.  But reflective roofs accomplish much of the same thing and you don’t need to mow them.  Now that’s win-win.

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Filed under Climate Change, Daniel Durazo, Green Marketing

The Birth of “Drive to Mobile”

You may be familiar with the term “drive to web.”  It refers to any activity that drives someone to log onto a website.  In marketing, this is done through a variety of media vehicles.  A television ad, a radio spot, a newspaper ad, a billboard or even an airplane dragging a banner at the beach, may include a url in an effort to “drive” the targeted audience to a particular website.  The internet itself is the best drive to web medium because the intended target is already on the web and simply needs to click a banner, button or link to be directed to the desired website.

I’ve been working on developing mobile marketing strategies for clients and potential clients and have recently spoken with a couple of vendors in that space who have walked me through the mobile landscape.  

The mobile marketing industry is set to explode.  eMarketer says mobile is today where web was ten years ago.  They predict that global mobile message advertising will be a $14 billion business in 2014, up from $2.5 billion today.  Strategy Analytics expects worldwide mobile advertising spending to more than double from 2008 to 2009, increasing from $1 billion to $2.4 billion.

Given the huge potential of mobile advertising, it makes sense to develop strategies to “drive to mobile,” just as we have developed strategies to “drive to web.”  While all of the options used to drive to web can certainly be used to drive to mobile, there are two advantages that mobile marketing has over other types of marketing that can and should be exploited.

First, mobile marketing is the perfect opportunity to tap into micro attention spans (guilty!) and engage people wherever they are, no matter what they’re doing.  If I’m driving, sitting in a stadium waiting for a sporting event or show to start, or even just eating lunch, my options to respond to a marketing message are limited.  Typically, I’ll do nothing, hoping that I remember the message at a later time.  With mobile marketing, stadium sitters will see a message on the jumbotron inviting them to text a word to a “short code,” a 5 or 6 number text address, and then automatically and immediately receive a coupon, enter a contest or be directed to a mobile website.  The upshot for the consumer is immediate gratification, something we all love.  The benefit to the advertiser is that there is no lag time between exposure to the message and the time when action is taken, a lag time that may cause the target to lose interest or forget the message entirely.

Second, mobile marketing is perhaps the mother of efficient marketing communications.  Most marketers are forced to blast their messages out day after day in the hopes those messages will just happen to intersect the consumer making that infrequent decision to buy a car, find health insurance, look for a new job, search for a house, etc.  Because advertisers are using a mass market approach to find a needle in a haystack, most of the marketing effort is wasted and the process is incredibly inefficient.  Mobile marketing allows advertisers to push messages only to those consumers who are in that searching mindset and then (this is the cool part) provides that consumer with an advertisement that they can then carry around inside their phone indefinitely, referring to it when the buying decision is upon them.  Oh, yeah.

Drive to Mobile:  You heard it here first.

UPDATE:  A new study from Nielsen Mobile finds that text messaging is now more popular than calling. Cell phone users report that they are sending nearly twice as many text messages per month than they are making calls.

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Filed under Daniel Durazo, Mobile Marketing