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247% Increase in UK Mobile Web Search

By Andrew Redfern @ 11th October 2010 5:36 pm Behavioral Marketing

A white paper study by a digital agency has linked an increase of 70% in smartphones sales led by Apple’s iPhone and Android based models to an increase of 247% in mobile web searches. This is also being driven by the increase of superphones and tablets making mobile web browsing even easier.

14% of respondents in the 18-24 and 25-34 age groups said they carried out at least one mobile internet search a day. Contrary to the large increase in mobile search volume, the survey also revealed that mobile traffic accounts for just 3% of all internet use.

With a 15% year on year drop in desktop/ laptop search web designers and brand marketers will need to develop new methods and strategies to gain full potential from the mobile opportunity by optimising their web pages and mobile app SEO/design.

According to Google UK and Ireland CEO Matt Brittin, the company designs everything for mobile first, then for other platforms. The CEO of the same digital agency quotes his view is “If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster.”

The report conductied by YouGov surveyed 2100 adults in April 2010.

Online Privacy : This Email is Set to Self Destruct

By Andrew Redfern @ 20th August 2009 5:36 pm Behavioral Marketing

Many users seem blissfully unaware that each and every time they send an email a copy is not only kept on the sender’s machine, but the recipient and even the ISP’s server. Now depending upon where about in the world you live, a copy of that record may also be request-able under a European Directive.

Imagine if every time you sent a letter, the postman made a copy. Or whenever you, under a European commission directive, to dip into some of that data.

There may however be a solution at hand. Seattle based researchers have a free self-destructing-email program. “Vanish” was created by Roxana Geambasu and Prof Hank Levy at the University of Washington. A delivery date set within the message and expiry date transforms emails to become unreadable when this date has passed. Even to the creator of the message.

The need for the service implies that a user may have some sinister reason for privacy, but do they? Many users will have sent emails which contain private data such as credit card details or names and addresses. These message swill often remain until the user upgrades their computer.

Similar sites have offered email services such as Hushmail which offered an encryption service. In 2007 Hushmail admitted that it wasn’t in fact as secure as it would like to make out as Canadian law enforcement had been forcing the company to decode the messages or face jail.

“Vanish” operates in a more innovative manner, following the encryption process the message becomes useless without the “key”. Vanish splits the key into 10 parts then spreads those across 1.5m computers. Making it impervious to hackers as every second goes by less and less machines hold the key until eventually it can never be decoded. Clever.

No One Twitters, Make Calls or Reads Newspapers: The Future of The Media By The Next Generation

By Andrew Redfern @ 15th July 2009 1:17 pm Behavioral Marketing

No one knows exactly what the future will hold for the Internet, but Morgan Stanley the investment bank think they know. A report written by a 15 year old work experience boy has made it through the management structure and is now being digested by hedge fund managers and analysts as far away as Tokyo.

Matthew Robson was given the task of writing a report on the future of media, from the teenagers perspective. His report provided far more insight than was predicted. A damming view of Twitter “no one uses twitter”, the view that mobile phones are for texting and radio ( not calls) and that no one goes to the cinema.

““Stephen Fry is not particularly cool. Also, for the cost of one tweet you could send quite a few text messages.” As no teenagers followed each other’s profiles, tweeting was “pointless”.”

The news comes in the month that studies show twitter looks set to be stuck in the “niche” rut and looks unlikely to ever provide any real competition to facebook and myspace.

Matthews report was published and circulated to the banks clients, the response rate was 6 times that of reports written by experienced analysts.

The future of the printed paper looks in jeopardy as the next generation are used to obtain their news via online news sources, a point highlighted by the continually declining circulation figures.

Who cares about the views of one 15 year old? The answer: a great deal of those involved with investing in the industry. The wisdom of those in their 30′s analysing the future of technology looks set to be question… and the worst possible case imaginable? A room full of spotty teenagers deciding if you or I see an advert for a website or mobile phone depending on whats “cool”. Be afraid, be very afraid.

Expedia’s New Behavioral Marketing Service

By Andrew Redfern @ 26th February 2009 5:54 pm Behavioral Marketing

Expedia Media Solutions, the advertising sales division of Expedia, Inc., has introduced a new behavioral marketing product called PassportAds(TM), which gives advertisers an effective way to reach in-market travel consumers throughout the trip purchasing lifecycle.

Expedia.com(R) reaches 50 percent of all online travel shoppers, allowing PassportAds to deliver unparalleled reach to this highly qualified audience across the Internet using anonymous visitor data(1).

The first program of its kind in travel advertising, PassportAds anonymously identifies in-market travelers through “explicit” search behaviors, such as a search for hotels in Hawaii.

PassportAds then uses this anonymous search data to build segments of highly qualified travel shoppers, and targets them with controlled frequency throughout their decision-making lifecycle. Unlike typical contextual buys, advertisers can appear in front of these audience segments anywhere online.

“PassportAds offers unrivaled reach to consumers actively in-market for travel. Now advertisers can create highly tailored messages that target travelers during the entire vacation planning and booking process and throughout the entire online experience – from reading the news to checking their weather forecast or shopping for clothes,” said Doug Miller, vice president of Global Media Solutions, Expedia.

“We’re focused on offering clients the ability to deliver behaviorally and contextually relevant advertising to the largest and most valuable audience of in-market travel consumers in the world.”

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