Wednesday, January 28, 2009

Consumers have different goals and expectations while on the go

Mobile consumers are generally either looking for ways to save time or ways to kill time. Because a mobile phone is such a personal device, consumers’ mindsets are completely different on the mobile Web than they are on the wired Web. While consumers accessing the wired Web at home or in their office often browse for extended periods of time, on mobile they tend to seek snack-size information or entertainment content such as:
Breaking news headlines•
Weather updates•
Sports scores•
Image galleries•
Television and movie schedules•
Database references•
Short-form video content•
Interestingly, it appears that for several content categories, such as dining, entertainment and sports scores, the mobile Web is becoming the preferred channel to access this information, as opposed to the wired Web. Consumers tend to access the mobile Web with a more task-oriented mindset; they expect the mobile Web to accommodate their on-the-go lifestyle. Examples of these tasks include researching and buying an airline, train or concert ticket and using navigation applications to get directions to a specific business or other destination. Consumers also want mobile-friendly ways to send and receive email, access bank and credit card accounts, and share information via social networks.

Mobile web v/s wired web

While there are parallels, the characteristics of the mobile Web are different from the characteristics of the wired Web. Mobile phones are very personal devices, and they must be treated as such by marketers. For example, some ads that work well on computers are not as successful on mobile, and likewise, some mobile ads would never work on a PC. Generic ads may be construed as spam, while targeted ads that provide relevancy and value to consumers at the point of interest are quite effective on mobile devices.

Mobile is more focussed targeting

Mobile’s ability to provide superior targeting by age, gender, location, time of day and day of week, and to facilitate two-way communication between advertisers and consumers, make it one of the main reasons that mobile is now—particularly for reaching Generation Y. It’s their lifeline.


Data seems to indicate that, in some cases, consumers are choosing advanced device data devices, particularly the Apple iPhone, as a replacement to their home Internet service. In this case, the mobile Web becomes the preferred mode of access for all content categories.

Monday, January 26, 2009

The air we breathe

The sealed-air construction of many contemporary office buildings contributes to a variety of health problems. Respiratory illness, throat irritation, headaches and exhaustion are common reactions to stale, dry air. Bacteria and viruses can also develop in air that's passed through cooling towers. These conditions can have a negative impact on workers' performance.

Ozone-free air purifiers and carbon air filters clean the ambient air in enclosed air spaces. Water fountains offer benefits above beautification. They aid in stress relief and relaxation, act as a natural humidifier, and improve air quality by releasing negative ions, with a soothing sound to form a buffer against external noise.

Monday, January 19, 2009

Internet in India

The Indian advertising market is currently at the nascent stage. It will take some more years
before this market reaches maturity. Till then, wider reach and penetration of traditional
media would continue to make television and print as the basic media in most advertising
campaigns. The maximum amount of the advertising budget will be taken away by these
media while Internet advertising would continue to thrive as an offshoot. Advertisers with
bigger budgets will continue to spend more on this media. Others will follow soon as this
medium matures. BFSI and ITES would be the major spenders on this medium while the
others will follow the suit. Further with convergence between media on the rise, the
distinction between online and offline media is expected to blur. All advertisers would be
forced to adopt this new media in order to exist and to stay relevant.
As broadband penetration increase in the Indian homes, Internet permeates into the
hinterlands of the country; web publishing companies would develop more content on the
Internet. With the growing possibilities of rich media we expect that more and more creative
content would flood the online space. This would make online advertising more relevant,
more creative, more informative and above all in tune with the customers. .
In conclusion, we believe that we are at the threshold of this change. The result of all the
trends outlined in the report foretells that great and exciting things are yet to happen in the
online advertising space. Till then we could wait and watch for the Indian advertising industry
to start off its journey into the cyberspace.

Is it the Mobile time?

The Internet was labelled new media 10 years ago. Even today, it is sometimes called that. With 300 million mobile subscribers, 47 million active users and advertising revenue of Rs 600 crore, - how mobile could be called new media.

An ultimate Swiss knife in mobiles. “Nobody needs a watch, a separate music player, an Internet browser, gaming device, search device, camera, pen drive, GPS, map or cricket and stock updates if they have a mobile,” .

Leveraging these in the market through services such as SMS, voice, mobile Internet and applications in accordance to every subscriber’s taste makes the difference.

Sending SMS alerts is the commonest mobile advertising method, where supply outstrips demand. “Using mobile responses by way of SMS for evaluating the offline media mix is a good idea,” citing the example of Intel. For Intel, Interactive Avenues tried to gauge which of three print ads was most effective, by way of the number of responses garnered via SMS.

While advertising on the mobile Internet, he said, one must focus on the relevance of the ad for the customer and maintain smaller formats and crisp messages. On the applications front, he said that the advent of 3G would bring about a sea change.

A good picture of the future of the medium. It is said that the mobile industry was growing at 60 per cent year on year, and today, there were 15 million GPRS users in the country.

“In the next five years, people will read their newspapers in the bathroom,” was recently stated, implying the ease of mobile use with the advent of technology. According to a worldwide study, only 7 per cent of the time spent on the iPhone is for conversing.

“Five to six per cent of the marketing budget should go to mobile marketing. Advertisers need to do more than just creating banner ads or WAP sites,” .

Mobile is not ‘new’ media any more

If the joke that people engage more with their mobile phones than they do with their spouses is indeed true, then it’s good news for the medium, especially where advertising is concerned.

The mobile medium has been striving to find a place in media plans, and with more awareness of its numerous attributes, it stands a chance of becoming the most sought-after medium in the times to come.

An interesting observation is that more than 50 per cent people keep their mobiles within a distance of five feet while sleeping. A person looks at his mobile screen every 11-15 minutes. It's not just a personal medium that engages, but also an in-home and out-of-home medium.

"These reasons answer the question 'why mobile'. Even television, which commands the biggest chunk of the ad pie, doesn't offer these benefits. Advertisers have tried WAP and push SMSes, but are looking at better ways to reach targeted consumers,".

Advertisers are looking for solutions that are non-intrusive, targeted, contextual, integrated, transparent and interactive. Citing the example of Google, which features ads relevant to the search criteria.

Many forces were working to make available inventory that could work across platforms – voice, SMS, WAP and video can be contextually targeted with simple interactive tools.

The biggest opportunity for an advertiser is SMS and voice. While there are only 14-20 per cent users for mobile content, the penetration of SMS is 90 per cent and that of voice, 100 per cent.

The “always there” medium has the capability to reach the consumers at a personal level and serve the right ad at the right time. Like the Toyota Yaris was the first successful product launch on mobile – it used a highly engaging mobisode of the television series, Prison Break.

“Someday, mobile will rule the ad world,” is what is guessed, adding that it would be the measurability of the medium that would make it happen. “No readership survey or audience measurement survey can effectively gauge the effectiveness of an ad. They only talk about the effectiveness of the medium. But mobile will be able to address that,” .

Advertisers have an equally important role to play in this. “It is imperative to have great content to hold user interest and get customer eyeballs. Ads need to be subtle, contextually relevant and viral in nature," .

Sunday, January 18, 2009

Plagiarism Checker

Here's a resource for you. Ever wonder if that non-paying client took your words and ran? The Plagiarism Checker, a project of the University of Maryland, will search for your article, for free. Copyscape is another low-cost option. Of course, you could also just plug a unique phrase from your article into Google, and see what comes up!

Plagiarism Checker

Here's a resource for you. Ever wonder if that non-paying client took your words and ran? The Plagiarism Checker, a project of the University of Maryland, will search for your article, for free. Copyscape is another low-cost option. Of course, you could also just plug a unique phrase from your article into Google, and see what comes up!

Why Won't Mobile Marketing Learn From Online's Lessons?

Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best.

Online advertising evolved because online dashboards allowed agencies to monitor and optimize their digital campaigns in real time. Why doesn't mobile do this?

Online publishers integrate one ad server across their sites, and it acts as a master ad server and manages multiple networks and sales teams. Why doesn't mobile do this?

Answering these questions and applying lessons from the online arena to the mobile movement will make mobile advertising easier to navigate—and allow it to take its rightful place in the digital-advertising world.

Let's talk about devices

Most of today's viable mobile ad servers have detection systems, allowing the publisher or network to target campaigns by device and carrier.

This means that the ad platform needs to have an up-to-date device library that can be referenced in real time in order to serve the correct ad size back to the site. While this doesn't create standardization in the mobile space, detection systems provide a positive ad serving experience.

Now think about agency dashboards

Interactive agencies use dashboard systems (e.g., Atlas or DoubleClick) to manage, optimize, and report on their online campaigns across sites and networks. This works in the online world because of third-party ad servers.

Saturday, January 10, 2009

What is Netvibes?

Netvibes is a the modern version of the "portals" of the dot-com era, but this time, they can be completely custom and individual to each user. It is a service that allows users to set up their own customized start page composed of "modules" which can contain a wide variety of information from dozens and dozens of other sites. One of the most obviously useful things to include in a module is an RSS or ATOM feed of a popular blog or news service. Since RSS updates in almost real time, this allows users to, at a glance, arrange a customized list of news from a wide variety of sites all on one page.

But Netvibes offers far more than just simple RSS feeds, something which is already common to services known as blog aggregators. There are also weather modules, e-mail including Gmail from Google
, a calendar, an events list and even custom bookmark lists. Groups of modules can be categorized with tabs very similar to the way they work in tabbed web browsers like Firefox. This is actually one of Netvibes more popular features, as it adds even more flexibility to a system that is already nearly completely customizable.

Netvibes is essentially a desktop
in a web page, which offers much the same benefit as Writely for users: customized services which can be accessed remotely from a number of different computers or the same computer at multiple locations.

As more and more web services become "feed-based" and accessible via RSS in real-time, services like Netvibes and others like it will only become more popular.

Tuesday, January 6, 2009

Journal Writing: A Prescription for Good Health

When your body is sick or injured, you probably seek medical attention and follow a regimen of prescriptions, bed rest, and even physical therapy. But did you know that keeping a journal might aid in your recovery?

There's also some evidence that healthy people who keep journals report a greater well-being and fewer medical problems. The reason is very clear. All that clutter in your mind is poured out. It is like de-stressing yourself.

Many a times people think that writing may get into wrong person's hand. Well then destroy / shred what you write. But yes make it a point to write.

Thursday, January 1, 2009

What are feeds and how do I use them?

A feed is a regularly updated summary of web content, along with links to full versions of that content. When you subscribe to a given website's feed by using a feed reader, you'll receive a summary of new content from that website. Important: you must use a feed reader in order to subscribe to website feeds. When you click on an RSS or Atom feed link, your browser may display a page of unformatted gobbledygook.

What are RSS and Atom?
RSS and Atom are the two feed formats. Most feed readers support both formats. Right now, Google News supports Atom 0.3 and RSS 2.0.

How do I use Google News feeds?
To access Google News feeds, look for the RSS| Atom links on any Google News page. These links will generate a feed of current stories related to the page that you're looking at.