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Real Mobile News

When I mentioned eMarketer earlier, I said their story on social and mobile converging was just about social. So I went back to yesterday’s eMarketer to get a real story on mobile marketing.

Yesterday’s story was about a new report on mobile marketing best practices by Forrester Research. In addition to best practices, the study looks at mobile advertising penetration. Unsurprisingly, it’s low: “only 13% of interactive marketers used text messaging to reach consumers in December 2006″ and only 11% advertised on wireless application protocol websites.

So, basically, it’s the same old, same old for mobile marketing: after being hyped beyond belief for months—years—no follow up.

There was one inspiring success story in eMarketer’s story:

Are You Socially Mobile?

I was really excited to read another article from eMarketer Daily (Andy already covered today’s Australia article) on social networks going mobile.

Mostly, though, it was about social networks. But it there was a little new information:

According to a survey of over 1,400 social network members conducted by Compete, social networkers use an average of three sites, and many would visit even more.

In fact, 45% of those surveyed said they would be willing to join four or more social networking sites, with 7% saying they’d be willing to join 10 or more (job seekers?).

Interestingly, because both mobile phones and online social networks keep today’s consumers connected, they seem to be converging.

Viacom Jumps on the Bandwagon

CBS announced it was going mobile earlier this week, and now its former “corporate sibling,” Viacom, is following suit. Shows to be available streaming from Sprint include Nickelodeon’s “Spongebob Squarepants” and Comedy Central’s “The Colbert Report.” I’m sure my sisters will be excited to watch MTV’s “The Hills” on their phones.

Other MTV, Comedy Central and VH1 content will also be available on their mobile websites as well as a new channel, GameTrailers.

Like CBS’s, their mobile video will be ad-supported, with advertisers including Pepsi and Intel. I agree with MediaPost’s Wendy Davis’s conclusion:

It’s understandable that Viacom doesn’t want to get left behind by technology, but curious that the company is wheeling and dealing in the nascent mobile video market at the same time that it’s warring with YouTube — a company that already delivers video in a format that everyone knows consumers want.

Mobile News: Google Gets LG, Yahoo Gets Virgin Mobile

Maybe 2007 will be the year that mobile finally reaches the tipping point. If the recent flurry of mobile news is any representation, it could just be the year that mobile reaches the masses.

Today we have two partnership deals to share with you.

First, LG Electronics will start shipping select LG handsets with Google apps already installed. The phones will offer one-click access to Google search via an icon on the application menu and will come with Google Maps, Gmail and Blogger.

Next up to bat, is Yahoo and their deal with Virgin Mobile USA.

Starting next month, Yahoo Mail and Yahoo Messenger can be downloaded onto several Virgin Mobile handsets, and the applications will be preloaded on select phones in the future.

Twitter Got the Message

It’s been like a day since we’ve talked about Twitter, so I guess it’s time again. (Okay, it’s really been two weeks, but I just keep hearing so much about it that it’s hard to remember that I didn’t write those things!)

So, in our first brush with the IM/SMS-based “miniblogging” platform, Liana Evans had already covered how Twitter could become useful to business.

A few businesses caught the idea early on, such as woot.com. Woot.com’s implementation, to me, seems like the ideal way to use Twitter (or RSS feeds, for that matter) as a marketing tactic. Of course, part of this is due to the nature of woot.com’s concept: sell only one item a day, at a discount, until midnight or it sells out, whichever comes first. Thus, one update a day keeps you informed of the best deals.

Google Plays Catch-up to Yahoo’s Mobile Efforts?

It’s not often you get to suggest that Google is playing “catch-up” to a competitor, so I’m sure the headline above will bring a wry smile to the folks at Yahoo.

Humor aside, it does appear that Google’s blog post, announcing their expansion of features for Google Mobile, is in reaction to Yahoo’s oneSearch initiative.

Here’s what you’ll now get with Google’s mobile site (from their blog post).

  • Get the information you care about, right from your homepage. Because it can be difficult to manage small screens and small keypads, and because mobile search is often more about seeking specific information than browsing for extended periods, we’ve made it possible to add the information you’re interested in directly to the mobile homepage. Ranging from movie listings to stock-market updates to website feeds or news snippets, these gadgets can be added with a simple click. You can then reorder, replace, or modify your gadgets however you like.

A Trifecta of Yahoo Mobile News

Yahoo’s had a busy start to the day, announcing three new mobile initiatives.

  1. They’ve launched Yahoo! Mobile Publisher Services, “a suite of services designed to enable publishers to increase the discovery, distribution and monetization of their content on mobile phones.”
  2. They’ve opened up oneSearch to aforementioned Yahoo Mobile Publishers Services.
  3. They’ve announced a new mobile advertising alliance that sees Yahoo become the ad network partner for MobiTV’s mobile video advertising sales and delivery.