With thanks to: Mobyaffiliates
As Founder & CEO of Tamome I announce we are open for partnerships within the mobile affiliate advertising market sector. The Tamome team have been quietly building our technology since February of this year and we are now live with major clients. We are looking to extend partnerships with advertisers, affiliates, publishers and app developers. The time has come for the birth of mobile affiliation, a massively overlooked market segment that warrants some attention.
We have strong ambitions to drive this froward; with all our knowledge, insight, motivations, passion and general love of the industry we hope to disrupt the market through creating exciting opportunity for all our partners and partners customers alike. We invite you to participate in the next generation of mobile advertising.
A little bit of vision
With smartphone and tablet penetration accelerating across the globe and with more and more people using this as their means to stay connected with the world; always on, always connected and always with us. This has become the preferred method of; communicating with friends, family, colleagues, TV Shows, entertainment, finding out what is happening in the world, sharing content on a global scale in seconds, navigating our way around the worlds cities and towns, letting our utility suppliers know how much we owe them, staying in touch with what is important to us, researching, understanding perceived value of anything through to buying digital goods, products or services and making payments. It is no wonder that in such a short period of time where this is happening right in front of our eyes, we still cannot even begin to imagine where it will take us in the future.
Technology is so powerful; it has allowed the human race to advance in ways that were just simply not even conceivable before its time. ‘Before its time’…I am not sure what I mean by that. Since technology has been around longer than the human race. It seems strange even writing that; but I believe the reality of technology starts with life itself and the evolution of the world that we know and live in today. Mobile technology is just one element of a whole world of biological and non-biological technology evolutions. Non-biological evolutions need a creator, a creator can exist because of biological evolutions. Make sense? I think ‘technology’ is an almost impossible thing to define but I think we have to split this in these two pieces.
Biological Evolution of living technology
‘Technology that were Creators’
Non-Biological Evolution of non-living technology
with the biological evolution of technology that were creators
‘technology that was created’
So it should be clear now that mobile sits within the Technology that was made by Technology that were creators space. Why is this important? We need to understand the context of the bigger picture rather than just looking at mobile.
Technology evolution depends on its creators. That is you and I. Creators evolve according to their natural evolution (remember we are biological technology). Now the lines start to blur because you could ask ‘are we evolving according to the technology that we are creating?’ Anyway, another time for that one.
We have since life began carved, manufactured, developed, created concepts of technology to ultimately make our existence on earth enriched, easier and healthier. The internet has enabled us to put all our thoughts, ideas and concepts all into one place, like a giant brain. Thanks to mobile technology this brain is now accessible to us all across the connected world like being on a drip. We can open it and close it as and when we feel. Its always there, its always on but we are in control as to when we use it to make our days enriched, easier or healthier. This is the power of mobile and why like no other industry it is growing at a rate that we have never seen before anywhere else in our time. I am proud to be part of such an amazing evolution of technology and communication that is simply extraordinary.
We are looking for several permanent developers with the desire and skill to build our new mobile venture. If you fulfil a significant portion of the desired skills and experiences we’d like to hear from you.
Knowledge and understanding of the web and mobile market is a must have. If this sounds of interest please let us know and we can send through full details.
New Mobile Venture (Stealth Mode)
I have now left YOC after 4 years since launching their UK operations. It has been an absolute pleasure working for such a fantastic organisation and I wish my old colleagues all the best for the future.
I am now looking at the next big thing and will update all via my blog in due course. It is exciting times for mobile and we are all moving at an incredible rate. So many fantastic new start ups with so many ingenious ideas all to make our lives better. I believe we strive to help people communicate, engage, consume, learn, inform and so much more.
This global society that we have born is the future and will change lives forever to come. No borders, no politics, no fuss. A generation of globally connected people wanting to share experiences and information from across all corners of the globe.
I am privileged to be part of such an amazing evolution of communication…
Good work Ashley and well done for realising mobile web will over take apps.
Posted 05 January 2011 14:34pm by Ashley Friedlein
Following are my personal views on what will be interesting and important in the world of digital marketing and e-commerce for 2011.
I haven’t given extensive justification for any of these. It’s just what I feel to be likely from my many conversations with industry influencers.
I’d be very interested to hear your thoughts, or feel free to post a link to your own predictions.
My overall feeling for 2011 is that there isn’t anything ‘brand new’ on the immediate horizon that is going to create a fundamental shift, like search once did, or Web 2.0, or social media etc.
2011 will be somewhat less about talk and more about action. We should know by now *what* we need to be doing, the challenge is about execution. And that’s about good old fashioned things like people, process and technology.
We ran our first JUMP event in 2010 and will do so again at JUMP 2011. It is all about how to join up online and offline marketing more intelligently. This isn’t a particularly new idea but the reality is that very few organisations are anywhere close to the nirvana of fully integrated marcoms across all customer touchpoints (including Econsultancy).
So this trend isn’t going away anytime soon and will continue to be an important focus for all marketers in 2011 and beyond.
Interestingly, if anything, 2010 was most interesting to me not for the (obvious and continued) rise of digital as a medium, but for the renaissance of ‘old media’. When I talk to the most sophisticated and advanced marketers, and the most progressive digital companies, the excitement is mostly about offline marketing. TV advertising was ‘(re)discovered’ in 2010 by many. We at Econsultancy are all excited this year by our print magazine, direct mail and telesales plans…
I think 2011 might finally see significantly increased spend for “brand” reasons rather than direct response / sales and other ‘hard’ metrics. But I don’t think it will necessarily be the usual brand advertiser suspects leading the charge (FMCG, Automotive etc.) though they will show some increases. Nor will it be in display advertising or paid search, though those will no doubt grow.
I believe the spend will come under headings such as ‘engagement’, ‘experiential marketing’, even ‘customer service’. The spend will be focused increasingly on content, apps, social media and service rather than on bought media like display advertising or paid search. And it will come from small companies as well as large ones, across all sectors, notably B2B. But essentially it will be about building a brand presence online that people can engage with, relate to, and, ultimately, trust.
And, despite my love of data and analytics, I think the endless demands for super-granular ROI analyses of such activities will actually fade a little in 2011. It will become more accepted that these are things you just do. That doesn’t mean they won’t be measured but I think there will be less scrutiny. In the same way that people have rediscovered the power of TV advertising because of the hard-to-measure emotive power and halo effects on other channels, “digital branding” will be considered more of a ‘no-brainer’ because it’s obvious it drives purchase intent across all channels, even if that’s hard to measure (or not cost effective to do so).
There are a lot of interesting things happening around business models, driven largely by the impact of digital, that I’m looking forward to tracking over the year. Among those:
We can talk all we want but, as I said in point 1, in the end we have to execute. And that requires the right talent supported with the right processes and technology infrastructure. Following a few things I’ll be expecting this year:
The rise of ‘content marketing’ is well documented and for all sorts of reasonably obvious reasons: sometimes driven by a desire for greater ‘engagement’, sometimes as a form of linkbuilding for SEO, sometimes to save customer service costs, sometimes just to drive traffic, sometimes as part of a move away from ‘bought media’ to ‘earned (or owned) media’, sometimes because of a more fundamental change in business model (see ‘pubtailing’ in point 4 above).
Many have also realised that it’s difficult to fuel the flames of “social media”, or “engagement”, without content in the broadest sense – including apps, video etc. And, of course, it’s not just about content *creation* but content *curation*.
I predict a rise in “online customer publishing” (most people call it ‘contract publishing’… except those who work in that industry), and a rise in content licensing and syndication, and a rise in the “internationalisation” of content (including translation), and a rise in internal online publishing or content/asset management teams (even at banks, retailers, travel companies etc.), and a big demand for lowish-cost short-form video content for online use.
Specifically, I think the kind of content most in demand will be a) ‘smart’ in as much as it can be re-used and repackaged in as many ways as possible (think metadata, formats etc.) to extract the greatest value from it and b) ‘evergreen’ in as much as it won’t be short-lasting ‘advertising campaign’ type content but content with a longer shelf life e.g. guides, practical information, tools etc. (also good for linkbuilding and thereby SEO).
This should be good news for those journalists and TV folk who may be looking for work, having seen their former employers’ business models failing. And it is better news for publishers and content owners generally, as well as related providers like translation services.
The buzz phrase from our 2010 Future of Digital Marketing conference was ‘data is the new oil’. I get nerdily excited by data and love a good API as much as the next man. Where to start with what’s interesting with data in 2011? A few things I’m excited by:
Privacy will be a big topic for 2011 and beyond. Cookies, digital fingerprinting, the FTC, Ofcom, the EU, tracking, behavioural targeting, Facebook… however, it’s hard to make specific predictions in this area and I’ll leave that to those who cover this area best, like the industry bodies and trade associations.
All sorts of interesting developments likely during 2011. Among them I’d pick out the following:
This is another broad topic, but below a few highlights for what I expect in 2011:
Gaming, social gaming, game theory, badges, reward mechanisms, game mechanics… it’s fast hotting up as a new-ish realm for marketers of all types to look at.
Games are engaging, games can drive loyalty, games can make money directly or indirectly, games work well on mobile as well as web as well as TV etc, games are already BIG business (witness the likes of Zynga and American Express’ deal with them, EA’s acquisition of Playfish, Disney’s acquisition of Playdom and so on). What’s not to like?
Get inspired about gaming and the impact it will have on marketing, especially digital, with the following:
Broadly speaking I believe all media will move over time to exist in a biddable form. This will be made possible by all media becoming digital (including TV, ‘print’, radio, billboards etc.), and by platform players (primarily Google at the moment) enabling the marketplace via exchanges and tools/services with a broad range of creative, targeting and payment options.
Most exciting for me is the way this will open up all media to organisations of all sizes in a way that has not yet existed.
Specifically, for 2011, I believe we’ll see this most in evidence with online display advertising becoming more like PPC in the way it is bought, measured, serviced.
For more on all this read What does 2011 hold for display and demand side marketing?and also our recent Online Media Report.
Real time is obviously a good one to follow biddable media. But it’s not just real time in display advertising, it’s about the speed of everything getting… erm, faster.
Specifically, I expect 2011 to see the need for speed evident in the following:
Obviously mobile is experiencing huge growth but I’m strangely less excited about it than most – perhaps, because like social media, I hear so much about it but see relatively little really good stuff happening.
I think in-app payments will become much bigger in 2011; there are some big possible things afoot in NFC (near-field communications) wallets. However I think we’ll probably have to endure much gnashing of teeth around the challenges of mobile measurement(reminiscent of ‘measuring the ROI of social media’ from 2010).
For me the really interesting thing about mobile isn’t mobile as a ‘channel’, or indeed apps (which will continue to service specific needs), but the ‘mobile web’. Or just the web as I like to call it, which is obviously mobile as well as PC as well as iPad, TV and so on. I believe when HTML5 starts to gain momentum that much more focus will be on the ‘mobile web’ than apps and we’ll get much better at delivering the right experience (which for mobiles will be very app-like) at the right time for the right person tailored for the device.
For 2011 I expect to see this starting to happen mostly in the form of the growth in m-commerce and mobile search and companies creating mobile-optimised app-like, but web, experiences. Have a read of Mobile commerce: ten reasons to choose the web over apps and the reviews of the mobile sites of Marks & Spencer, Rightmove, Autotrader etc.
Obviously there will be all sorts of developments in the mobile device and OS space with Google, Apple, Nokia, Microsoft etc. all fighting it out. And tablet computing will also grow hugely spurred by the iPad but fast joined by Samsung, Dell and everyone else.
2011 is likely to be the year that e-readers finally become much more mainstream after years of somewhat faltering advances. This is of particular importance to the book publishing world, of course.
However, the big battle I’m fascinated to see play out in 2011 in this space is Google vs. Amazon given Google Books – when I do a search, for example, on the aforementioned“Game-based Marketing” book by Gabe zichermann I get Google Books come up as first result with Amazon ranking only third. That’s got to get the folks at Amazon wondering about their no-doubt-enormous PPC spend with Google?
Again, there is lots to be excited about in localisation for 2011. Foursquare, and the concept of ‘checking in’ to a location, made waves in 2010 as did Facebook with the announcement of Facebook Places, Twitter with its location support and so on.
However, there are two main things that interest me in terms of localisation.
One is what I call the ‘internet of things’. This is essentially about IP-enabling physical objects. Suddenly things have a web life. They are on the grid. Have a look at EVRYTHNGfor example. I doubt this will be big in 2011 but it will become big and not just for the obvious B2B applications like logistics. Think of the acclaimed Jimmy Choo Trainer Hunt campaign using Foursquare to hunt down a pair of physical trainers and what might be possible with the ‘internet of things’ to come… some fascinating joined up online/offline marketing opportunities here.
But my main feeling about localisation is that this is an area which Google looks set to focus big firepower on and I don’t see anyone else with much hope of competing. I’ve long predicted Google would bring about the demise of directory businesses (like Yell, Thomson etc.), but I’m not sure things look good long term for the likes of Yelp (and other user review sites, even the mighty TripAdvisor), and, dare I say it, Groupon (and other sites offering increasingly localised deals, offers, coupons).
We know that Google is massively investing in mobile and we know that Google know more than anyone about search trends on mobile devices (though they’re not telling us all the juicy detail). A large proportion of mobile search is ‘local’ in nature.
We also know Google is looking at pushing search results to users based on their location (on their phones presumably); we know that Google Places is ramping up considerably; we know Google has also launched Hotpot, a platform where Google users can rate and review local services and these reviews and ratings then feed into Google Places, Google’s business listings that appear on Google Maps.
But what is most interesting is how Google appears to be now using its dominant search position, and the real estate on the search results pages, to skyrocket its dominance in ‘local’. You’ve probably noticed how much space is taken up by local listings at the top of natural search results? You’ve probably also noticed the prominence Google is giving to reviews in its natural search results? You may have noticed how Google Maps’ interface is changing subtly e.g. when you now print off a map the local listings ads are now included at the top of the printed page whether you want them or not?
I think it won’t be long before, for many businesses, particularly ‘local’ smaller ones, their Google Business Listing *will be their website*. They’ll use biddable media of all forms (search, display, maps, pay per call etc.) to drive traffic to their Google Pages where there will also be coupon/offer mechanisms offered by Google, that can of course be sent to, and redeemed on, your (Google / Android) phone.
I think the above will happen much more quickly than people realise, indeed this year. Only a few weeks ago TripAdvisor confirmed that it blocks Google Places from sourcing its hotel reviews, saying it doesn’t think Google Places “benefits users at this time with the experience of selecting the right hotel”. Mmm…. I wonder why.
Convergence, WebTV, IPTV… it has been talked about for years. Indeed, internet-enabled TV has been around for years. But what is now much interesting is the potential of *web*-enabled TV. Specifically, an era which promises to make the TV device and the fabled ‘living room’ a platform open to all and based on standards. So no longer such an expensive, and controlled, medium, but an “open” channel more like the web.
I predict 2011 will mostly see lots of talk on the subject, and lots of commercial and technical wrangling around standards and agreements, and it won’t be until 2012 that things really start to happen. And no coincidence that 2012 is the year of the Olympics. You can be sure that YouView, in the UK, will want to be absolutely certain that the 2012 Olympics are first the ‘Connected TV’ Olympics and there are plenty of brands who will be just as keen to jump on that bandwagon.
The big complication with connected TV will remain how differently it works across countries, or areas, globally. The UK and much of mainland Europe already appear to have diverged in the standards and technologies they are backing, for example.
While the initial take up and focus of connected TV is likely to be “catch up TV” via an iPlayer-esque interface there are lots of other areas of interest to watch and think about in 2011, for example: