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ad:tech Chicago 2006 – Mobile Marketing Ecosystem: Framing the Market and the Value Chain

The one that is clear to me is that the mobile marketing space has more questions than answers.

Panel:
Peter Fuller – Founder and Managing Partner, i-Jump
Courtney Jane Acuff, Associate Director, Denuo

Numerous doors of entry:
Reaching consumers:
SMS (text messaging)
WAP (wireless web)
MMS (multimedia)
WAP banners
Video
Starstar dialing (new data dialing service)

Wireless web – about 5% using it currently.

Rich brand experience coming via MMS

The carriers don’t always play nice in the sandbox. Aggregators play a role. Agencies need to understand

Zoove.com – domains

Putting it all together:
Think of the mobile phone as a newspaper, television, Internet, game player, note passer (text), wallet and telephone – in one.

Create a complete user and brand experience, as you would create typical offline cross-media campaign.

Services that you can make money on like service communications are interesting.

Metrics piece needs to be figured out.

In the end it’s all about money, revenue streams are in question.

It’s frustrating and exciting, that things become obsolete constantly.

A discussion about best practices and the challenges of making them work is adopted.

McDonald’s – 15 million Big Mac boxes – game pieces – lead to opt-in.

Axe – free ring tone promotion

Kellogg’s – healthy eating tips.

Cost – $50,000 minimum to play – technical integration, properly, short code, hosting – the media to support it.

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