September 22nd, 2008

Volume vs personalisation: what works?

By Bena Roberts - BKI Media

Service providers are talking up careful targeting and personalisation while brands are still preoccupied by scale and reach. Should there be a difference between targeting and personalisation of operators’ services – voice, data and content – from third party promotions? BKI Media doesn’t think so, despite the apparent chasm between the two opposing views.

Service providers talk of targeting, personalisation, context, relevance. The world’s big brands want volume, reach, scale, mass market. Are the two approaches exclusive to telecoms and media respectively? If so, why do such different rules apply? And what about the whole notion of convergence; the meeting and interaction of telecoms and media? Can telcos possibly know more about promoting their services than the big brands who’ve been running ad campaigns for decades?

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June 23rd, 2008

Mobile Marketing: Tremendous Potential For Growth

By Guy Talmi - Senior Marketing Director

The Washington Post has featured a report, Mobile Marketing Crowd Says Improvements Must Be Made For Growth To Happen showing how much the industry wants to embrace mobile marketing:

A survey conducted at the Mobile Marketing Association‘s Mobile Marketing Forum this week in New York quizzed advertising agencies, content providers, aggregators, carriers and others about the space to understand from an insider’s view of what is going on in the industry.

Here are results that are relevant for wireless operators:

– 31 percent of wireless operators reported that they are looking for more information from the mobile ecosystem on the strategies used for executing mobile marketing campaigns.

– 23 percent of wireless operators said they felt that content customization and personalization are the key to increasing mobile marketing.

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