Marketing Pilgrim's "Local" Channel

Sponsor Marketing Pilgrim's Local Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

The Blogosphere’s All A-Twitter

Must be spring, since, as I said, the blogosphere’s all a-Twitter. (FYI, the first day of spring is next week. So lay off with the 600 stories of the weekend, okay?)

Yeah, that’s right, I had nearly 600 stories in my feed reader. And several of them were, in fact, about Twitter. Chris Brogan at lifehack.org has a good description of Twitter:

For those of you not yet using it, Twitter is a communications gateway that asks the question: “What are you doing now?” Users can answer and hear their friends’ answers via SMS, via IM, or on a webpage. Updates have to be under 140 characters. Think somewhere between IRC and IM and that’s Twitter.

Mobile Marketing Resources

The Online Publishers Association says that mobile marketing is working. With response rates as high as ten times that of Internet ads, mobile ads seem to be working for early adopters. The OPA admits that the medium is fledgling and that results can change over time. (Via MarketingVOX.)

Personally, I’m not a fan of mobile marketing, but to each his own. Strike while the iron’s hot (or heating up). Here are some mobile marketing resources. Please note that this list is not fully vetted; I did some searches, skimmed the content and made snap decisions.

Sites/blogs devoted to Mobile Marketing

Mobile Marketing News

Two different ad-supported mobile services have been announced today.

CNN has relaunched its mobile site, now a free model supported by ads. MarketingVox reports:

The site will allow people to sign up for breaking news alerts via SMS. It will also feature a searchable news archive, correspondents blogs and a mobile-friendly two-minute video news update each hour.

That video show will have pre- and post-roll spots from Lexus, CNN Mobile’s first advertiser. Lexus will also put up banner ads on the site. The carmaker has signed up for the first month of the site under the deal, which was put together by the Zed agency.

Also today, Hovr premiers free mobile gaming supported by ads. Again from MarketingVox:

The Search for a Mobile Advertising Model

I’ve never been totally clear on exactly how mobile advertising was supposed to work. I’d like to blame that on the fact that there hasn’t been one tried-and-true advertising model they’re sticking with. There are banners on providers’ portal sites, I get one PPC result when I use Google on my phone, but advertising, at least on my cell phone, is pretty sparse.

One mobile advertising model that actually sounds appealing is to offer subscribers incentives, such as free minutes, for viewing ads. Virgin Mobile has been testing this model with its ‘Sugar Mama‘ program, as the Seattle Times reports today: “In its first seven months, the Sugar Mama campaign awarded 3 million minutes to about 250,000 of the registered customers.”

Citysearch Acquires InsiderPages

citysearch/insider pagesOnce dominated by Citysearch, competition has increased in the local sector—Insider Pages, Judy’s Book, Outside.in, etc. Sometimes, if you can’t beat ‘em, buy ‘em: Citysearch has acquired Insider Pages, a local review site.

Insider Pages has been reported to be struggling lately, but the reports have not included the actual price. Insider Pages had garnered $9 – $10 million in venture capital; TechCrunch reports the acquisition was around $13 million. Although there were multiple bidders, Insider Pages selected Citysearch because it’s complimentary, according to VP of Marketing Anne Raimondi.

VentureBeat reports:

Insider Pages has about 600,000 user reviews, and they’ll be integrated into the Citysearch’s offering, she said. It has 2.5 million monthly unique readers, she said, based on Comscore and internal tracking numbers.

Carl Icahn Invests in Mobile Content Provider Motricity

Motricity, a mobile content and services company based in Durham, N.C.,  has announced a $50 million round of equity funding from serial investor Carl Icahn.

Being a company local to me, I’m glad to see them growing and getting some working capital. but I’m sure they’re well aware that Icahn is not always an investor that likes the status quo.

MerchantCircle Brings MySpace Platform to Local Businesses

My hat’s off to MerchantCircle. I’ve just read a Business Week article that explains how the company is serving local businesses with a network that borrows a few ideas from MySpace. It sounds like they’ve hit on a winner!

Using data obtained from public records and a proprietary Web crawler developed by cofounder Yamamoto, the eight-employee MerchantCircle builds the listings, then relies on merchants finding listings through word-of-mouth and search engines. MerchantCircle optimizes each entry in the directory, so that it gets good placement when it is picked up by major search engines such as Google. “We make it easy for people to link to your site, make it easy for merchants to create new content, and tag it in a way the Web loves. Google wants people to be able to find stuff that they’re interested in. For a small-business man to do that himself would be impossible, but we’re applying that [technology] across lots and lots of merchants’ pages,” says Yamamoto.