Friday, February 1, 2008

A Complete List of the Many Forms of Web Marketing for 2008

Jeremiah Owyang gives a fairly definitive list of all the possible activities that an online marketer could undertake:


January 01st, 2008 | Category: Web Marketing, Web Strategy

This is an updated revision of the 2007 version, which was one of the top viewed posts for the entire year. I’ve added quite a few new forms as they’ve emerged or come to maturity over this last year.

Summary and Audience
This document catalogs the many tools and tactics available for corporate web strategy in 2008. Even if your strategy or resource limitations restrict you from entering all spaces, awareness of the changes in our digital landscape are critical. This document is intended for decision makers roles such as CMO/VP/Director of Web and Marketing.

Changes in communication require corporations to adapt and evolve
In North America the web medium in the number one medium in the workplace and second at home, a significant portion of your resources should be developed around your online programs, research indicates the web medium will continue to grow. We also know that prospects in a variety of stages in the buying stage use the web to make decisions, this is an arena no company can afford to ignore. Most importantly, future generations are native to the web, and this will only increase over time.

Limitations
This is not a substitute for a plan or strategy, this is simply an index of tools. This list is not prioritized, nor should it be considered formal analysis, A strategist should first identify objectives, develop a plan only then choosing tools, and in that order.

For many corporations who’re not fully aware of all the tools available, deploying web marketing goes beyond your corporate website and google results.


The Many Forms of Web Marketing:

1) Corporate Domain

This has been a standard since the late 90s, nearly every company, mom and pop boutique now has a web presence. The primary purpose of this is to provide the public with information about your company, it’s products, and anything else they may need. Corporate websites often compose of several features that are listed below.

A) Corporate Site
Large to small companies have established a websites around their brand, the content is around marketing products, support, and corporate information. Despite the massive efforts to perfect the corporate website, much of the content is irrelevant as prospects shy away from marketing content and start to use social media.

B) Portal Strategy
Widely popular in the late 90s this strategy was intended to serve up all user information on one page, and keep users on one’s domain. A few well known portals now exist such as MyYahoo which is a form of a feedreader. Most modern marketers realize that content is now distributed.

C) Microsites for Segmentation
Typically deployed around new product launches or campaign focuses, or specific market segments, these often short term websites are used for calling specific attraction. They typically have a unique URL and are tied to an integrate campaign. See Microsoft’s Origami microsite. Caution: some companies overly deploy these microsites and end up with a distributed and unfocused web strategy.

D) Interactive Web Marketing
The web is more than a ‘read only’ medium, unlike other mediums, companies can make the website interactive, encouraging a new dynamic of engagement. There’s a variety of technologies to use from uses of Javascript, AJAX and Flash based. Of course, one can only go far where the limitation is that it is still a ‘user to computer’ interaction. A few examples include Subservient Chicken experience, What kind of M&M are you, and Geico’s Caveman Crib.

E) Intranet
The web isn’t just for communicating to prospects and customers, similar strategies apply to your employees. You can get more information by joining the Intranet User Experience Group, or find other online resources to this specific field..

F) Extranet
Used for communications with partners, or customers, extranets are secured websites that companies grant access to. Features could include dashboards, updates, support information, and detailed product information.

G) Regionalization
In today’s global web, websites are translated, reformatted and segmented by region, culture, class. Be sure to focus on France, China, Japan as fast emerging languages. Also see report on internet usage in third world countries.

2) Search Marketing
Ever heard of Google? Many prospects use google in the ‘hunt’ phase for a product. By paying a third party or a search engine directly you can obtain a strategy to get your website listed in search results. I’ve heard a variety of stats demonstrating success of natural vs paid results, however the ROI is usually positive. It’s likely your competitor is also present on the Search results page. View my few posts on Search Strategy or contact Andy Beal, David Berkowitz or Brian Keith.

A) Search Engine Optimization (SEO)
Many web groups at large corporations have a document, a process, or even a dedicated resource who’s goal is to make sure web content is easily found, indexed, managed and correctly served in search results. There’s been some recent discussion
the state of the SEO industry.

B) Search Engine Marketing (SEM)
Frequently, companies will hire a specialized search company to purchase keywords that will help drive contextual links in search results. These ads are contextually displayed based upon the search query. There’s a growing and sometimes controversial industry focused on these techniques.

3) Out Bound and Syndicated Web Marketing
Used to help ideas spread off the corporate website, this list of tools extends reach by direct channels, and as well as ‘pull’ techniques where users opt-in. Be savvy when using these tools to respect the best interests of your customers, otherwise it’s one-click to unsubscribe or spam.

A) Email Marketing
While certainly not completely native to the web, they certainly are tied. Modern email campaigns (sometimes even direct marketing) involves barely personal emails blasted out to indviduals on a mailing list. These modern versions typically have the option to be HTML based, and have hyperlinks brining users back to the corporate site or Microsite. I hear the conversion rate for these are 2-5%, and typically deploy a positive ROI. Having spoken with many Web directors and Marketers, this is a task best suited for an outsourced vendor. Be sure to read the research on the growth for this industry in 2007.

B) Invasive Marketing

“Pop-ups”, and “Pop-Unders”, trojan and tracking software are both disruptive methods to obtain the attention and data of users. Research indicates this form of marketing is diminishing, use with caution, or not at all (ask your Ad Agency if they are doing this without your knowledge) remember the market can associate your brand with the way you reach them, and users are now in charge.

C) Syndicated Content and RSS

I lump Syndication into this category as I see it as being an evolution as marketing shifts from Push to Pull. RSS is quickly becoming a method where users can opt-in for additional content. For more information start with Six RSS Resources for the Internet Professional or Web Strategist, when you’re ready to deploy read Web Strategy: Understanding Syndicated Feeds for your Corporate Website.

4) Brand Extension
This is not a new concept, it’s simply been applied to web properties. The strategy is simple: where your market is, so should your brand.

A) Web Advertising
I’m sure you’re all familiar with the banner, tile, or skyscraper advertising (IAB) model on websites. This age old strategy simply suggests that if there are eyeballs your brand should ‘impress’ upon the users. Click through rates are typically in the 1% or lower rate, sometimes success is measured by brand impressions, (visitation by traffic). These ads are static and do not change even if the content on the webpage changes.

B) Contextual Advertising
These targeted ads will be served up on the webpage depending on the content that’s on the page. This is a more ‘intelligent’ and therefore more relevant than Web Advertising, which may not be targeted at specific content. This form of advertising can be text, images, media or other form and are common on websites, blogs, and are now appearing on web based emails sites. (Submitted by David Berkowitz: Feb 13th. 2007)

C) Sponsorship and /Cross branding
This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, podcasts, and just about everything else. This is expected to increase in 2007.

D) Social Advertisements
Having just appeared this year from Facebook, it uses contextual information from users who have become “Fans” of a brand, then ads are severed to their network, in an endorsement. This has been highly controversial, and the return on investment is not yet known.

E) Widget Advertising
Having just appeared this year from on containers like Facebook, Bebo, LinkedIn, and Friendster, widgets have proliferated at an amazing growth rate. Expect advertising networks to form over the next year, where a brand can purchase space on any number of widgets across different social networks and communities, groups such as: RockYou, Slide, Widgetbox, and Watercooler to start with. See all posts tagged Widget Strategy.

F) Affiliate Marketing
Affiliate marketing programs compensate partners and alliances that bring referrals, leads, or sales. While it overlaps with other forms of web marketing, the goal is to provide the right content or products to the target demographic. Examples of this include placement on comparison shopping sites, loyalty sites, and product review sites.

5) Community Marketing and Social Media Marketing
eMarketer’s research indicates that this is the fastest growing area of growth for Web Advertising and Marketing is in the Social Media space. In my experience, the awareness rate is around 30% and deployment 10-20% for most corporations. Some of the tools listed below are not new, while some become critical in how prospects find information about products. Remember this section is less about the tools than it is about the end result: people connecting with other people.

A) eCommerce/Rating Sites
For most consumer products and a majority of enterprise products, there’s a variety of websites that rate products both by expert (sometimes called analyst) or peer review. The most popular site that has done this in the text industry is CNET reviews which deploys both editorial reviews, video demos, and user ratings and opinions. Content can be both positive and negative about your company as well as your competitors. Ratings and voting has evolved with popular news voting sites like Digg.

B) Social Networking, Forums, Wikis, Collaboration
I’m tying these two together as both features are starting to merge in many modern versions. While founded from early usenet days, forums allow for communities to form around similar ideas and collaborate. Approximately 33% of companies deploy forums. Wikis have also been used to tie industries together as well as. Savvy marketers are starting to also realize the power of social networking sites in every flavor of focus, including image sharing sites like flickr for marketing. I’ve created a list of all White Label Social Networking platforms.

C) Syndicated Marketing
See section 3C above.

D) Podcast Marketing
Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy. I’ve listed out my recommendations in a recent post called Corporate Podcasting Strategies for 2007.

E) Blogging
I estimate about 30% or less of businesses are considering blogs (web logs) as forms of business communication. The subject has been talked about quite extensively, I recommend reading Naked Conversations, the Weblog Handbook, and the Corporate Blogging Book. To learn about all the forms of businesses blog. If you’ve not yet deployed a Corporate Blogging program, I reccomend learning from my experience as a corporate blog evangelist.

F) Widget Marketing
Widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites. Flickr badges, MyBlogLog, and in ways even the Firefox community marketing campaign are companies that are engaged in this way. This isn’t anything new, I noticed this trend before the term gained popularity, and called it Viral Chicklets, to learn more there’s a growing list of examples on Widgetbox.

G) Online Video and Live Streaming
While Online Video has existed for many years on the web, it’s most notably been gaining traction from the video blog, or video sharing sites of great popularity such as Google Video, or it’s recent acquisition YouTube. I recommend starting with thinking about Video for your Executives and thought leaders. This also includes live streaming where participants can webcast video in real time, often accomplished by chat features, see this full list of live streaming companies.

H) Instant Messaging, Presence
Clever marketers are figuring out how to involve real time conversational media using Instant Messaging tools, presence, and status tools, such as Twitter. These tools tie to online and mobile devices. My experience with Generation Y is that they are using IM as their primary way to communicate over all other mediums.

I) Tagging, Collective Tools
I’ve discussed how tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. Properly tagging content as well as researching how tags are used will help communities find your content.

J) Voting Features
Popularized with the website Digg, members submit news stories and they are voted up by the community. More representative than democratic, there’s criticism that only a few hundred users can control the content that makes it to the front page. This has also been deployed in corporate extranets, such as Dell’s IdeaStorm where customers can vote for future products or features. Expect this feature to appear in other websites over the next year.

K) MicroMedia
These microblogging tools allow users to share bite sized information with their social network or from mobile phones. With the launch of Twitter spring 2007, it started to gain traction, as well as Pownce and Jaiku. Expect this form to be a major form of communication for 2008, as it starts to gain hold. See all posts tagged MicroMedia.

L) Infinite Other Flavors
The list of potential applications can go on and on, from Toolbar plugins such as Delicious plugin, Alexa Plugin Attention recorder, etc, to web based mobile applications. User voted news sites are rapidly appearing such as Digg. There’s a whole another category (read all my posts tagged Community Marketing) on the many different forms the above tools create when they’re combined, from Community sites like Microsoft’s Channel 9 to real time Conversation indexes like Techmeme or Technorati’s WTF, new ways to find, sort and harness information will emerge over the year. The notable attributes include a ‘community’ or ‘viral’ and ‘conversational’ tone to them.

6) Virtual Worlds
Tied both to online gaming and social networks, the virtual world emulations have gone from experimental to a haven for some immersive communities.

A) Virtual Worlds
Second Life is being trialled by large companies such as IBM, Microsoft, Sun, Sears and a variety of retailers, although there are many other virtual worlds such as ViOS, ActiveWorlds, Entropia Universe, Utherverse (Redlight Center & more)

B) Online Massive Multi Player Games
Also popular are Massive Multiplayer Online Role Playing Games (MMORPG for short) are appearing online such as World of Warcraft (WoW), and Club Penguin a growing online game for kids, teens, and some adults. XBox 360 has IPTV capabilities and most console games have online components, so there are multiple experiences to tap into. Opportunities include content cross-over, branded experiences, and external social networks on the internet.

C) Online Games
Gaming networks have started to create mini-flash games such as mini-clips, Yahoo Games, and other networks. Supplemented with advertising or sponsored branding, these can be embedded and spread to other websites.

7) Related Mediums
The web will be a platform and will extend to other mediums as well as create new ones.

A) Internet TV (IPTV)
While still emerging, the web will marry the TV and content, communication will evolve to a new form of media we’ve not yet seen yet. I doubt it will be as simple as ‘TV content online’ or ‘Reading websites in the living room’. Something new will appear, and it will impact your web team. See all my thoughts on IPTV.

B) Mobile Content
Websites are already being viewed on mobile devices, either full browsers, or fast load browsers. Many executives, decision makers, road warriors and techies are accessing the web using mobile devices, so a strategy to deliver correctly to this medium is necessary. See all my thoughts on Mobile Technology.

8 ) Experimental: To Watch
While not yet here, here are some following forms to watch this coming year.

A) Portability of the Social Graph
Currently, social network members have to add over and over new contacts, and inaccuracy between networks is common. Expect the social graph (the online representation of your network) to be separated from the social networks. Websites will soon have members interacting with each other as the social graph extends to static websites. Read all posts tagged Social Graph.

B) Vendor Relationship Management
Purely conceptual, expect a systems to rely on the intents of prospects or buyers to emerge, which will anonymously signal to vendors to bid for the needs of customers. Learn more from Doc Searls program.

Putting it all Together
Whew, that’s the major families, but remember for many corporations, these elements will not be successful in a vacuum, the opportunity for momentum happens when they are combined and used strategically. At least one person or group should have full knowledge of how your brand is being used online and in other mediums.



User Generated Video Expects 34 Billion Views in 2008

According to a recently published market report from AccuStream iMedia Research, user Generated Video (UGV) scored 22.4 billion views in 2007, up 70% over 2006. Semi professional content grabbed a 47.5% total share on MySpace TV, and the Screen Bites category on Crackle.com generated a 17.5% cumulative share of total views.

A more refined analysis, says the report, reveals average views per video of 10,695 in 2007. Crackle.com led the UGV group, averaging 216,596 per video, accelerated by its re-organization emphasizing category expansion and more professional content.
User Generated Video Market Size (total "views")

Year Views
2005 3,250,000,000
2006 13,156,655,241
2007 22,368,960,636
2008 34,000,681,857

Source: AccuStream iMedia Research, January 2009


The report says that in the entire market segment, there were a total of 1.68 million non exclusive videos added to UGV libraries in 2007 (net of removed, retired videos) that generated views and became part of library rotation and were accessible to users, averaging 9,538 views. Almost 20% of total views generated in 2007 were delivered by videos published in 2006 or before. Yahoo Video was one of the exceptions, opting to focus almost exclusively on videos published in 2007.

Top line report findings and analysis:

(All data presented, analyzed, summarized and forecast in this research report is based on video views that are non duplicated, and double counting minimized)

There were a total of 22.4 billion views of User Generated Content (UGV) in 2007, including professional, semi-professional and partner channel video views on UGV sites
The market grew by an estimated 70% in 2007, up from a total 13.2 billion views generated in 2006
The market is forecast to grow at 52% in 2008, and reach 34 billion views, as indicated by straight line linear regression analysis of current market data
The UGV video segment is made up of several top tier brands which capture large chunks of viewing share, particularly YouTube and MySpace, as well as many second and third tier sites that contribute significantly to overall market
It's estimated YouTube added 831,147 videos to its library in 2007 (net of all video retired or removals)
An analysis of selected group of UGV sites reveals average views per video of 10,695
Crackle.com was the market leader in generating views per video at 216,596, accomplished by emphasizing professional content
Metacafe, a highly editorialized site with a mix of adult content was next at 85,505 videos per video


The report concludes that YouTube partner channels accounted for 10.6% of cumulative site views generated over the past year.

For a review of the complete released report, please visit AccuStream here.

Wednesday, January 30, 2008

Two Out of Five Retailers Don't Have a Store

According to a recent report by the Direct Marketing Association (DMA), entitled "Channel Integration and Benchmarks in the Retail Industry," to be successful, retailers need to merge and synchronize all channels in terms of consistent brand message, timing, creativity of promotions, loyalty programs, and fulfillment. Quite a few retail businesses are still apprentices when it comes to cross-channel integration, concludes the study.

In 2007, notes the report, commercial and nonprofit marketers spent $173.2 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.025 trillion in incremental sales. In 2007, direct marketing accounted for 10.2 percent of total US gross domestic product. Also in 2007, there were 1.6 million direct marketing employees in the US. Their collective sales efforts directly supported nearly 9.0 million other jobs, accounting for a total of 10.6 million US jobs.

The DMA report provides data on steps that retailers may take toward channel integration, the challenges that they meet, and strategies that they can use to address the challenges. Key findings include:

The absence of a brick-and-mortar store is becoming prevalent among retailers, since 41 percent of survey respondents don't have a physical store.
The website is the most consistently used direct marketing channel, followed by email and direct mail.
Mobile is the direct marketing channel retailers are least likely to use.
Among the survey respondents, 66 percent gather customer information from direct mail, and 65 percent gather it from the Internet.
About 83 percent of respondents segment their customers based on demographics, 77 percent do so based on purchasing frequency, and 76 percent on products purchased.
Only 33 percent of respondents provide cross-channel order fulfillment.
Discounts remain the most popular loyalty program, with 80 percent of respondents using them.
Brick-and-mortar stores (20 percent) and websites (22 percent) produced the highest level of revenue in 2007.

Eugenia Steingold, Ph.D., DMA senior research manager and the report's chief author, concludes that "To be successful, retailers need to merge and synchronize all channels in terms of consistent brand message, timing, creativity of promotions, loyalty programs, and fulfillment. To achieve such a level of integration, organizational support and restructuring might be necessary."

For additional information from the DMA, please visit here.

'Invisible Threads:' Second Life Sweatshop Becomes Sundance Sensation

Great example of how the interactive world is becoming more and more part of the real.

Posted on Generation WOW -January 28, 2008
At this year's Sundance Film Festival, the schwag comes with a virtual world twist.

A clothing sweatshop called "Invisible Threads" is making its debut at Sundance, and may soon help redefine "customized manufacturing" throughout the real, and not-so-real worlds.

At its most essential, Invisible Threads is a virtual sweatshop within Second Life where you can order real-world, "Doable Happiness" jeans designed specifically for you.

According to today's New York Times, IT is the brainchild of Stephanie Rothenberg, a new media performance artist, and Jeff Crouse, a digital artist and programmer.

Here's how it all works: Customers tell the "Invisible Threads" staff the size and style of jeans they would like; the instructions are sent to a virtual factory inside Second Life, where workers - paid in Linden dollars - push buttons that generate an image of the jean.

That image is sent to an industrial printer made by HP, which spits out the custom-printed canvas cotton patterns.

The patterns are then cut and assembled at the Sundance Festival with a glue gun with a little stitching for for reinforcement - all for about $35 - a huge markup from the 90 Linden (or about 90-cents) paid to Second Life workers.

You can see a basic framework for the solution in the video above.

Crouse and Rothenberg consider the whole initiative art. But as Jeffrey Winter, a panel programmer for the Sundance Festival tells the Times, "It's called art now, but in the future it's going to be how you get your jeans. It will be daily life. So often what you call art is just people who see the future before the rest of us do."

Indeed, Crouse and Rothenberg are hardly the first to sew what they term "telemetric manufacturing" into the Web's DNA. Companies like InterActive Custom Clothes, Squash-Blossom and even Levi Strauss have been doing the same thing for over a decade.

Still, the Second Life connection is an post-modern twist.

Can matching pairs of virtual jeans, custom made for your avatar, be far behind?

Read more about it, here.

Influentials On The Web Are People With The Power To Link

Interesting look at an alternative theory to the idea of NEO's or influencer consumers

Posted: 28 Jan 2008 03:10 PM CST - Pulishing 2.0


In the networked web era, influentials may not be people with a particularly connected temperament or Rolodex, or people who control and influence monopoly distribution channels (e.g. newspapers), but rather people who influence the network by leveraging the most powerful force on the web — the link. People like bloggers, top Diggers, del.icio.us power users, Facebook users who share lots of links, MySpace users who embed videos, Twitter users who post lots of URLs, or any social network user with links to lots of friends.

This idea jives with a provocative article in Fast Company about a new disruptive Duncan Watts theory. After last year debunking the “wisdom of the crowds” using the theory of cumulative advantage, Watts is back, this time debunking the idea that there is a class of “influentials” who is more likely than others to spread ideas, trends, product endorsements, or anything else that can be spread virally. The existence of unique classes of influencers was the premise behind Malcolm Gladwell’s The Tipping Point. But Watts, a Columbia professor doing work for Yahoo Research, says it’s all bunk.

The more Watts examined the theory of Influentials, the less sense it made to him. The problem, he explains over lunch in a Midtown restaurant, is that it’s incredibly vague. None of its proponents ever clearly explain how an Influential actually influences.

“It sort of sounds cool,” Watts says, tucking into his salad. “But it’s wonderfully persuasive only for as long as you don’t think about it.” For example, in The Influentials, Keller and Berry argue that trendsetters draw their social power from being active in their communities. Their peers naturally turn to them for advice. Need to buy a new car or navigate city hall? Everyone knows whom to trust. Gladwell, for his part, argues that trends spread like diseases; Influentials are the vectors who amplify and propagate the infection.

Fair enough, as a top-down view. But it’s murky, and for Watts, this is a critical flaw, because precision matters when you’re trying to explain highly social epidemics. Merely arguing that influence spreads like a disease isn’t enough, because, he says, diseases spread in very different ways. Some require multiple exposures; some don’t. Some reward “superspreaders,” and some don’t. (SARS broke out in Hong Kong not because the first victim was a superspreader but because a doctor mistakenly hooked him up to an aspirator–ventilating SARS-infected breath into the hospital air.)

This got me thinking about the dynamics of influence on the web, where in the age of Google PageRank, inline linking, and social applications, the link is the principal driver of “network efforts” and influence.

The reason Google’s search results often contain more blogs than traditional media content is that blogs were the first to harness the power of the link. Blogs linked to other blogs, while traditional media brands remained disconnected silos. Savvy web users — many college age or early 20s — pooled their links on Digg and developed the power to drive server-crashing volumes of traffic, forcing traditional media sites, who still lack such influence, to plaster themselves with Digg This buttons.

Embedding YouTube videos is a form of linking that allowed MySpace users and bloggers to drive the online video revolution. NYTimes.com users leverage the power of links in emailed articles to create a list of most emailed articles whose influence arguably rivals the NYTimes.com homepage.

One reason the emergent Twitter network is becoming so powerful is the widespread sharing of links. Twitter users are not influential because they have influential personalities, but because they are early tech adopters who are excel at figuring out how to use new web technologies to influence and create link-driven networks.

You can explain the power of social networks and the “social graphs” in terms of links — every Facebook profile has links to other Facebook profiles. Same with MySpace. And LINKEDin — get it?

Journalists and PR professionals, the influence brokers of traditional media, have lost a huge degree of influence on the web in large part because they don’t link to anything. While traditional media brands are still powerful channels on the web, they are losing influence everyday to the link-driven web network — journalists and PR professionals can no longer depend on controlling these former monopoly channels to exert influence online.

Whenever I give talks to traditional publishers who have been afraid to link to other sites because it will “send people away” instead of keeping them trapped in the publisher’s own content, my now standard response is to say that there’s a site that does nothing but link to other sites — all it does is send people away. And yet remarkably, people keep coming back. So much so, that this strategy has translated into $10 billion+ in advertising revenue. (Yes, Google of course.)

Anyone can become influential on the web simply by setting up a blog or an account on a social network or social bookmarking site and linking to people and content that interests them. Anyone who is influential offline and wants to retain that influence online needs to start linking — and to leverage those links in a large network.

Influence on the web is all about connectivity — the larger the network, the more powerful the links.

Tuesday, January 29, 2008

Facebook Based Mobile Fitness

From Wireless Healthcare... 24th January 2008

Health & Fitness Mobile haslaunched what it claims is the world's first free mobile fitness portal available on a WAP-enabled phone. The mobile portal delivers made-for-mobile training programs from the top minds in fitness, Health & Fitness Mobile. Programs range from functional strength to weight loss to sport-specific conditioning. Available in image and video formats, each program offers fitness models demonstrating exercises with proper form and technique along with trainer tips and encouragement. Designed with the health club experience in mind, the mobile portal enables users to record their workout progress during the natural rests taken between each exercise set.

HFM's mobile fitness portal is launching concurrently with the new HFM Facebook application – claimed to be the first application of its kind to be fully integrated with Facebook Mobile. What does that mean? Results logged on users' phones are updated in real time on users' HFM Friends Leader Boards on Facebook. And HFM premium users get daily stats via Facebook SMS coupled with SMS 'friend alerts' about anyone who starts to fall behind in their progress... a powerful motivational tool knowing your friends are watching you!

Through its alliance with Ad Infuse, a leading mobile ad network and solutions provider, HFM is able to deliver much of its mobile fitness content and services free to active consumers while connecting leading advertisers with HFM's desirable and highly targeted user base. "Consumers already appreciate the balance between advertiser sponsorship and the free content they consume on TV and online," said Brand2hand president, Nigel Malkin. "They want the same value proposition on their mobiles and Ad Infuse enabled us to deliver it with ease while reaching a considerably larger audience than we would have with a paid-content-only business model." Ad Infuse and HFM are currently working together to ad-enable HFM's made-for-iPod fitness content library as well.

"We're very excited to be working with Brand2hand on this initiative. Ad Infuse is always focused on generating a positive consumer experience, and that fits well with Brand2hand's approach to utilizing advertising as a value added service for their users", said Brian Cowley, CEO of Ad Infuse. "We are breaking new ground in both ad-supported mobile content, as well as the delivery of highly personalized, rich media advertising across all mobile media formats."

Global Mobile Award winners 2008

http://www.globalmobileawards.com/winners/index.shtml

Making the real world interactive

Excellent way to use art and interactivity to both drive international interest in a local event and bring value to the community...

From by Matthias Weber in PSFK In German

Hamburg based new media agency Jung von Matt/next have produced an interactive graffiti wall called Nextwall. The 30m wall was painted by graffiti artists Aim, Tasek, Daddy Cool, Desur and Seak over 5 days in April 2007 - of course, the entire process was filmed and streamed online in real time.

The wall now serves as an experimental platform for different technologies. By capturing Semacodes on the wall you can download goodies for your mobile such as wallpapers showing the Matroschka characters, videos about the participating artists and the creation of the wall. You can also leave comments and messages to friends on the wall’s digital pinboard. And if you’re still a little confused as to what else is hidden behind the wall, a comprehensive info guide can also be downloaded via Bluetooth.

Another interesting feature of the wall is that if you take a photo of one of the matroschka characters and send it off as an SMS you will be sent a voucher that can be cashed-in at one of the trendy shops in the wall’s Karoviertell neighborhood.

Nextwall