IAB - Importância de Mobile no Brasil

30/10/2012 

Já viu a última reportagem da Globo News destacando a importância de Mobile no Brasil? O fim de ano é certamente a melhor hora para aproveitar esta oportunidade!

Para ajudá-lo a começar agora, gostariamos de compartilhar com você diversos recursos que podem colaborar com seus projetos para Mobile:

Webinar ao vivo sobre promoção de aplicativos: Se tiver um aplicativo, o fim do ano é definitivamente a melhor época para promovê-lo. Saiba por que e aprenda a fazer as melhores campanhas de aplicativos!  Terça-feira, 30/10, às 15h - não é necessário se inscrever.  No dia e horário marcado, acesse o perfil do Google Brasil no Google+ e assista ao Hangout ao vivo.

Guias e Ferramentas
O PlayBook de Mobile - Um ótimo site para começar a entender como começar em Mobile, com diversos exemplos brasileiros.

GoMo - Crie um site mobile automaticamente.  Tambem veja GoMoBrasil.com.br.

Você já está no mobile - Todas as principais plataformas da Internet são Mobile Friendly. O que falta é ativá-las via mobile. Veja como na apresentação feita no 1o Treinamento Mobile para Agências.

Dados
Our Mobile Planet - Dados sobre o Brasil - Informações completas e dados coletados pela Ipsos sobre os usuários de smartphones no Brasil.  Crie gráficos personalizados no site Our Mobile Planet.

Consumidor Móvel: Realizada anualmente, mostra a evolução do mercado mobile brasileiro através dos hábitos e comportamentos dos usuários de smartphones e tablets.

F/Radar 2012: O levantamento identificou ainda que 5 milhões de pessoas se conectam no Brasil usualmente utilizando o tablet e que o crescimento da internet brasileira foi impulsionado pela disseminação do acesso em casa, que chegou a 34% da população.

Pesquisa sobre Múltiplas Telas (em inglês) - Estudo sobre a importância de incluir todas as telas em todas as campanhas.

Inspiração:
Em evento oficial de Cannes no Brasil com apoio do IAB Brasil: The Future of Mobile Marketing Por Peter Sells, Head Mobile da BBH Londres.

Palestra "O que vi em Cannes" Por Leo Xavier, CEO do Grupo.Mobi - Jurado do 1o ano da categoria de Mobile em Cannes analisa 10 vídeos cases em Cannes e que tem o mobile como elemento de destaque. Contém dicas do que fazer e não fazer num vídeo ao inscrever um vídeo case nesta categoria.

Outros Recursos Úteis
IAB Mobile Media Buyer's Guide (em inglês)



Fonte : Seus amigos do IAB Comitê Mobile

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Market Research in the Post-PC Era

 

Posted by Adriana Rocha

Wednesday, September 26, 2012, 11:43 am

Posted in category Best Practices, Branding, Business Leadership, Consumer Experience,Contributors, Economic Trends, General Information, Industry Trends, Innovation in Market Research,LATAM, Market Research Techniques, Mobile Research, Online Qualitative Research, Online Research,Respondent Engagement, Social Media, State of the Industry, The Global View

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Yes, perhaps the discussion about where the “Post-PC Era” begins is close to an end. But what are the implications for our industry?

By Adriana Rocha

A few days ago IHS Market Intelligence firm announced that, for the first time in a generation, personal computers (PC’s) no longer consume the majority of the memory chips produced worldwide. This may not be a surprise to anyone who’s been paying attention to personal technology trends during the last few years, but where are all those memory chips going? Tablets and Smartphones: IHS expects phones and tablets combined to consume about 27 percent of the world’s memory chips by 2013, while by that time PCs will consume less than 43 percent, making the decline irreversible by the firm’s forecast.

It took about two-three decades for the PC industry to sell its first billion units, a milestone that Gartner announced in the summer of 2002.

In 2012, people around the world will buy around 655 million smart phones, which would amount to almost twice the number of PCs sold in 2011,  and almost three times the number of notebook PCs that will sell this year, says IHS. And as for tablets, let’s just look at iPad’s numbers: for the last four quarters reported (Q4-2011 through Q3-2012), Apple has sold 55.4 million iPads, which amounts to only 5 million fewer than all the PCs that Gartner says HP sold in 2011.

While PDAs like the Palm Pilot and Microsoft’s Pocket PCs prepared us for living with handheld devices, the Blackberry and the Treo became the first of what we would call “smart phones.”  And with more and more tablets and advanced mobile devices being launched, nowadays it’s entirely possible, though not yet common, to get through modern life without a PC.   I argue myself then if all these numbers and facts are evidences of the beginning of the so-called “Post-PC Era” we’ve been hearing about for so many years…

Yes, perhaps the discussion about where the “Post-PC Era” begins is close to an end.  But what are the implications for our industry?  One of the most important ones, I think, is that adoption of Mobile Research will become a reality closer than we imagine.  However, more important, this time we’ll NEED a different shift from online to mobile than we experienced from telephone to online.  It’s more than adopting a new media or device to collect data, but changing our mind set and the way we do research.  It’s about having the opportunity to connect with people, interact and dialogue with them, in a different and continuous way, at anytime, anywhere.  Do you agree? Are you ready for it?

References:

PC Share of DRAM Market Dips Below 50 Percent for First Time (http://www.isuppli.com/Memory-and-Storage/MarketWatch/Pages/PC-Share-of-DRAM-Market-Dips-Below-50-Percent-for-First-Time.aspx) ,

It’s Official: The Era of the Personal Computer Is Over (http://allthingsd.com/20120915/its-official-the-era-of-the-personal-computer-is-over/?mod=atdtweet);

PCs Fall Behind In DRAM Market, Losing Ground To Smartphones & Tablets (http://www.mobilenapps.com/articles/4316/20120916/pcs-fall-behind-dram-market-losing-ground.htm)

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Entrepreneur

5 Ways to Beat Your Competitors at SEO

Posted by AJ Kumar | October 25, 2012

URL: http://www.entrepreneur.com/article/224785

image credit: Shutterstock

As anyone who's ever struggled to achieve and maintain high search results rankings can attest to, search engine optimization (SEO) is a constant race to stay one move ahead of your competitors. To win that race, you need to continually improve your own website and monitor your competitors' SEO activity.

If you've watched rivals usurp your top rankings, you'll want to consider these five tips:

1. Focus on content creation.
When it comes to digital marketing, the acronym "ABC" doesn't just stand for "Always Be Closing." It should also remind webmasters to "Always Be Creating."

Whether you're pursuing SEO, pay-per-click or any other digital marketing strategy to attract new visitors to your website, the quality and amount of content matters. Adding fresh content to your site makes it more appealing both to the search engines and their automated indexing programs, as well as the people who read your pages. High-value content can also lead to viral sharing, which increases the number of external backlinks pointing at your website and further improves your SEO.

So content creation is a "win-win-win." If you're concerned about competitors usurping your high search rankings, you can't go wrong by investing time in creating blog posts, articles, downloadable products and other content for your site.

Related: The Basics of Using Keywords for Better SEO

2. Plan your keyword targeting strategies carefully.
As you're creating this content, you'll want to pay careful attention to the keywords you're targeting. Just because you've reached the top spot in the Google results for a given keyword doesn't mean that maintaining this ranking is a valuable use of your time.

What you need to focus on are the search queries that yield the highest total traffic. To determine which keywords are most effective and which ones can be ceded to competitors, look at the traffic data for different search queries using Google Analytics or Google's Webmaster Tools program. If possible, use advanced tools like Raven Tools (free, with paid plans starting at $99 per month) to determine which keywords are producing the most conversions.

3. Stay abreast of SEO news.
SEO is a field that's constantly changing. If you're able to jump on a new technique or growing trend before your competitors, you may be able to cement your lead in the natural search results.

Set aside time each week to monitor SEO news websites such as Search Engine Land or Search Engine Watch. If you see evidence of a major change in SEO best practices, take action right away to prevent your site from falling behind in the search results.

Related: Why You Want 'Backlinks' to Your Website (Video)

4. Monitor your competitors' backlink profiles.
While it's important to monitor your own website's backlink profiles to prevent negative SEO attacks, you should also keep a close eye on any changes in the links your competitors are building.

Often, the best SEO techniques aren't widely publicized. Instead, people accidentally stumble upon a winning combination that leads to positive website results. By monitoring your competitors' backlink profiles using tools like Majestic SEO (free, with paid plans starting at $49.99 per month) or Open Site Explorer (free, with paid plans starting at $99 per month), you can both identify potential linking partners for your site and uncover any new linking strategies your competitors may be using to try to beat you.

5. Monitor your competitors' on-site SEO activities.
Also monitor competitors' on-site optimization efforts. If any competitors dramatically change their SEO activities, you could be looking at one of two possible scenarios: They may have discovered a new way to optimize their pages in the search results, or they may be updating their pages in response to a penalty from the search engines.

Either way, it's a good idea to keep an eye on your competitors' title tag structures, use of keyword-optimized headers and other SEO activity. All this information -- and much more -- is available with free, downloadable tools like Traffic Travis.

Related: 3 Steps to Protecting Your Website's Search Rankings
 

Copyright © 2012 Entrepreneur Media, Inc. All rights reserved.

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Original Page: http://www.entrepreneur.com/article/printthis/224785.html

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Pandora, Clear Channel, Others Form Advocacy Group for Lower Web Radio Payments

Pandora, Clear Channel, Others Form Advocacy Group for Lower Web Radio Payments; MusicFirst Pushes Back

October 25, 2012   |    By Glenn Peoples, Nashville

Pandora and Clear Channel are among the founding members of the Internet Radio Fairness Coalition, a collection of companies, trade associations and advocacy groups announced today that are throwing their weight behind bills that aim to lower the rates webcasters pay for the performance of sound recordings. 

The group's namesake is the Internet Radio Fairness Act of 2012, legislation that its supporters hope will lower webcaster royalties by changing how the Copyright Royalty Board (CRB) sets statutory rates. The proposed legislation would replace the "willing buyer and willing seller" standard with the 801(b) guidelines used by satellite radio and cable. Using the 801(b) guidelines would allow the rates to be set using criteria that take into account the public interest, the return earned by copyright owners, the minimization of risk in the industry, and the interplay between creative contribution and capital investment. 

Other founding members of the coalition include Consumer Electronics Association, terrestrial broadcaster Salem Communications, AccuRadio, Small Webcaster Alliance and Computer and Communications Industry Association. 

Business Matters: The Truth About Pandora's Payments to Artists 

Record labels and webcasters have different definitions of fairness. Record labels will be putting their support behind a bill, currently in draft form, by Congressman Jerrold Nadler that proposed to bring satellite radio and cable radio rates up to the level of webcasters. 

Each side should have a chance to speak on the record soon enough. Sources say a Congressional hearing is likely in either late November or early December. 

Clear Channel has already found some market-based solutions. The company has negotiated direct licenses with Big Machine Label Group and Glassnote Entertainment that cover both terrestrial and webcasting royalties. Terms of those deals have not been disclosed. 

"We believe that market-based solutions are the way to go," said Bob Pittman, CEO of Clear Channel. "But in the absence of these agreements, the CRB needs to have and consider more relevant information so they are better  able to develop a rate structure that will lead to a healthy, sustainable Internet radio marketplace." 

musicFIRST quickly came out against the creation of the coalition. Executive Director Ted Kalo said in a statement that supporters of the bill were trying create momentum where none exists. "This bill is now commonly known as the 'Screw Artists Act' because it would produce a windfall to millionaires, mandate a pay cut for artists, and provide no benefits to subscribers." 

The organization says artists, music creators and other people wrote over 11,000 letters to Congress opposing the Internet Radio Fairness Act last weekend.

Read more at http://www.billboard.biz/bbbiz/industry/legal-and-management/pandora-clear-channel-others-form-advocacy-1007990962.story#HcoSQjyBaeUoD0qU.99 

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Internet Radio Fairness Coalition Launches

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  October 25, 2012 at 6:00 AM (PT)

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  New Organization

  A wide spectrum of organizations, ranging from Internet radio services to broadcast radio companies and groups concerned about the future of the Internet radio industry, have come together to create the INTERNET RADIO FAIRNESS COALITION.

  The Coalition's mission is "to urge Congress to support legislation (The Internet Radio Fairness Act of 2012, or IRFA), aimed at bringing the royalty system for Internet radio into the 21st century -- creating a sustainable business model for the industry that gives consumers more choices and more products for listening to the music they love; enables artists to earn more money as Internet radio grows; creates a marketplace that will attract entrepreneurs to invest in new, innovative ways to deliver music to the public; and drives higher revenues for record labels."

  "Our piecemeal legislation covering music royalty rates was enacted decades before we had the Internet or current technology," said COMPUTER & COMMUNICATIONS INDUSTRY ASSOCIATION (CCIA). Pres./CEO ED BLACK. "It's out of tune with the realities of the 21st Century marketplace. Updated rules would help deliver music to the public in devices of their choice and create a viable digital music business that benefits artists and innovators."

  CONSUMER ELECTRONICS ASSOCIATION (CEA) SVP/Government And Regulatory Affairs MICHAEL PETRICONE added, "Fixing the outrageous royalty discrimination against Internet radio will promote a healthy and vibrant Internet music marketplace. The result will be more investments, more new jobs, more money for musicians and copyright holders, and more choices for consumers,".

  "We currently have a system that applies a unique rate-setting standard which forces Internet radio to shoulder a larger royalty burden than other forms of digital radio," said DIGITAL MEDIA ASSOCIATION (DiMA) Exec. Dir./General Counsel LEE KNIFE. "This is a clear case of an out-dated legal framework that stifles technology and consumer options. This bi-partisan solution will drive more innovation in the legal digital distribution of music. This will ultimately allow more choices for consumers and enable greater exposure for artists."

  "We believe that market-based solutions are the way to go," said CLEAR CHANNEL CEO BOB PITTMAN. "But in the absence of these agreements, the CRB needs to have and consider more relevant information so they are better able to develop a rate structure that will lead to a healthy, sustainable Internet radio marketplace. This will enable artists to earn more and connect more with their fans, consumers to have more choices, and entrepreneurs to invent and invest in new services."

  "Legislation that establishes a fair royalty rate setting-standard for Internet radio will drive investment in webcasting, which ultimately offers greater opportunities and more revenue for working artists," said PANDORA Founder/Chief Strategy Officer TIM WESTERGREN. "Internet radio has been shown to help decrease music piracy and increase music sales. When the digital music sector is allowed to grow and innovate, everybody wins."

  The Coalition website is www.InternetRadioFairness.com.

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Marketing 2.0: Combining Forces of Marketing and Customer Service

The tension between Marketing and Customer Service 

In my professional past, I have worked at Marketing and Customer Service and I never quite understood the tension between the two. In an obvious case of hyperbole, I would like to state the following.

Marketing tries to improve sales by targetting ‘the persona customer’, losing sight of the individual customers as they go along. Customer service is always busy answering all individual questions which never seem to fit in the bodice Marketing imposed, and as such, have difficulty in believing what Marketing is telling them to do.

 

Why Marketing and Customer Service will soon be BFF's

Now, before you go yelling at your colleagues of the other business unit, I have good news: Marketing and Customer Service are going to be best friends forever, real soon! Yep, BFF’s. Why? Because your customer has taken control. How? A team-up of public social media with ever more mobile internet. 

 

Social media forces Marketing and Customer Service to change 

Marketing has, for too long and too much, been about pushing products down customer’s throats in a shouting action. ‘Hear, hear, we have the best product for this-and-that and as you cannot compare it to any other on the market: buy it, and buy it now.’ Well, that’s a thing of the past. Customers are investigating now what they are buying, and teaming up together on Facebook, Twitter and lots of other networks. There is no use anymore in spending money on Marketing campaigns for unnecessary or bad  products if customers can break it with a short personal text, tell all their friends about it and go public in a matter of clicks.

Customer Service has been responding to individuals in a one-on-one relationship. As no one else was listening during those conversations, the customer was sometimes cut loose. ‘OK, something got messed up, but you are not important enough, so shut up and move along. Ne-eext!’ Before you bash on Customer Service: the people there don’t like doing this, their management just forces them to do so as they believed giving in to the customer’s needs was like giving in to terrorists. Well, it may seem hard to believe, but there is in fact a slight difference. :)

It's the customers that make a business successful. No buyers, no business. No happy customers, no long-term business. And as those customers are now talking to everyone quadrupled instantly about you, you’d better start listening to what they have to say. Or they will bye-bye you in the blink of an eye.

 

Customer Service becomes the foundation of Marketing

And this makes my point: through social media, Customer Service is becoming the foundation of Marketing. In my humble opinion, Marketing 2.0 is all about ‘listening and communicating with your customers, to learn from their experiences, better fit their needs and as such ameliorate your business and products.’ Social media is the way in which it happens. The way, not the means: no use in having tons of fans if no one is listening. 

If you have built an audience on social media, and you are responding to their remarks, questions and sometimes filthy words, you can start shouting again. Or better, you can start speaking again, because you will have an audience that will be listening to you. This means: Marketing with a much higher ROI, no shooting in the dark anymore. And in the meantime, you gain lots of information about those customers. The use of an all-in-one social media management tool is a huge help here.

In the end, it is a win for all: for customers and for businesses. But it takes a leap of faith and quite some rethinking of your business to attain it. Good luck!

 

Apple Streaming Radio Said to Challenge Pandora Next Year News of Apple's Talks With Labels Sinks Pandora Stock

 

 

from AdAge

Published: October 26, 2012

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Apple has intensified talks with major music labels to start an advertising supported streaming-radio competitor to Pandora by early next year, according to people with knowledge of the negotiations.

Discussions are centered in part around how to share ad revenue, and a deal could be reached by mid-November, with Apple starting service in the first three months of 2013, said the people, who sought anonymity because talks are in progress.

With sales of music downloads slowing, Apple and record companies want to create new ways for customers to discover and buy digital music. To challenge Pandora, Apple is seeking licensing pacts with labels that allow more flexibility about what listeners hear. Pandora, the internet radio leader, relies on a compulsory license that limits how often users can skip tracks and how many times an hour an artist can be played. Apple is also pushing for earlier access to new releases.

"Radio is a natural step for Apple," Rich Greenfield, an analyst with BTIG LLC in New York, said in an interview. "This helps Apple dominate in cars, where people listen to an average of two hours of radio a day."

Pandora, based in Oakland, Calif., had its biggest drop since Sept. 7 yesterday, declining 12% after Bloomberg News reported on Apple's progress in talks with the labels. The shares pared some of their losses today, rising 2.4% to $8.46 at 9:43 a.m. in New York. The stock had declined 18% this year before today.

Executives from Universal Music Group, Warner Music Group, and Sony Corp.'s music division visited Apple's headquarters in Cupertino, California, in recent weeks to learn more about its radio plans, the people said. Apple, the world's biggest music retailer with more than 400 million iTunes accounts, wants listeners to be able to buy tracks as music streams or revisit what they've heard in auto-generated playlists, they said.

Apple is looking to create an app tailored for its iPhone, iPad and iPod Touch, the people said. They said it won't be focused on delivering music through a Web browser.

Pandora, which creates music stations based on users' tastes, has whipsawed based on reports of Apple's plans. The shares fell 17 percent on Sept. 7, then gained 8.4 percent on Oct. 23 after Apple didn't introduce a radio service during an event it held to unveil the iPad mini, a smaller version of its tablet computer that will start shipping in November.

"We don't comment on our stock price or rumored competitive moves," Eric Brown, vice president of communications at Pandora, said in an e-mailed statement. "We remain focused on our listeners and delivering the best Internet radio experience for them."

Online digital music sales grew 8 percent in 2011 and 6 percent in 2010, compared with annual growth between 12 percent and 200 percent in the preceding five years, according to the London-based International Federation of the Phonographic Industry.

Apple's negotiations with record labels have centered around advertising, the people said. In addition to an upfront fee, record companies are seeking a percentage of ad sales and the ability to insert their own commercials for artists, they said. Apple sees the service as a way to grow its iAd mobile advertising platform, and is exploring ways to integrate iAd with iTunes to steer customers back to iTunes.

Tom Neumayr, a spokesman for Apple, declined to comment. Apple fell 0.1% at 10:01 a.m. after reporting quarterly profit and forecasting results yesterday that fell short of analysts' estimates. The shares had climbed 51% so far this year through yesterday.

The advertising initiative is part of broader flexibility that Apple CEO Tim Cook is giving the company's mobile advertising group to lure new business and integrate ads with other Apple services, according to people familiar with the matter.

As Apple competes with Google for mobile ads, Cook is giving more leeway than late co-founder Steve Jobs allowed on how much Apple charges and how much data is shared with marketers, said the people. That already won Apple multimillion-dollar contracts from Procter & Gamble and others for ads that appear inside thousands of applications available to iPhone and iPad users.

"If Apple offers a radio product, it will be far superior to anything else on the market," said Mr. Greenfield, who recommends selling Pandora shares and doesn't cover Apple. "They're seeking direct licenses to avoid all the restrictions that come with a compulsory license."

~Bloomberg News~

What Happens When An Artist Makes Their Music Free For One Day [CASE STUDY]

 

 

Guest post by Andy Othling who makes music asLowercase Noises, is the guitarist for Future of Forestry. His blog is dedicated to helping independent musicians build a fan base.

There’s a lot of debate about whether giving away your music for free is a good practice or not. Some say that it devalues your music and keeps people from taking you seriously. Some say it’s necessary to get people intrigued and listening.

This post isn’t meant to convince you of one of those opinions, but rather to show you the effects of an experiment I did a few weeks ago. I wanted to see what would happen if I made all my music name-your-price (with a $0 minimum) on my Bandcamp page for 24 hours.

The Setup

Here’s how it worked: I scheduled an email to go out to my mailing list at 1am on October 4th telling everyone that all music was name-your-price with $0 minimum and asked them to tell everyone they knew about it. I also scheduled someTwitter and Facebook updates for the same time asking people to spread the word about it for the next 24 hours. After that, I had tweets scheduled for every 2-4 hours and Facebook updates scheduled every 4-6 hours over the 24 hour period reminding them of the promotion.

The Results

Obviously one result of this is that lots more people got my music for free. They entered $0 and got everything they wanted. But some other interesting things happened.

Lots of downloads means Bandcamp popularity

Since there were so many more people downloading my music (for free or not), my albums got bumped up on many Bandcamp lists. The image below shows the best-selling ambient albums for that day/week:

As you can see, all six of my albums are at the top of that section. Awesome! Also good to see Karl Verkade there!

Being higher on lists means more new visitors

Because my music moved up on some of Bandcamp’s lists, it became more visible to others who were perusing the lists that day. Below are some screenshots from Bandcamp’s stats page for this day:

So over 100 people checked out my music as a result of the Bandcamp home page and another 50 did because of the lists like the one I mentioned above. These are people who weren’t previously connected with my music.

People actually did spread the word

I was pretty unabashed in asking people to spread the news about the “free” music for this 24 hour period. Because of this, someone took it upon themselves to post on Reddit about it. This brought in more new listeners, as evidenced by the below screenshot:

Once again, 202 new listeners just from asking people to spread the news!

People still paid for the music

Now you’re probably wondering about how this panned out in terms of money. I was anticipating a drop in revenue, because that’s usually what you expect when you start giving things away for free. But what happened was that in a single day I made more than 2x what I normally do on music sales in an ENTIRE MONTH. Yes, you read that right. More in a day than in two months of regular sales.

I don’t quite know how to explain this, but I think a lot of it is based on reciprocal generosity. People seemed to really appreciate that I did this and responded by paying more than they normally would. I was blown away by people who decided to give more for an album than it would have cost them the day before.

The most important part: connections

More money is great, but in my opinion it’s not the biggest success of this experiment.

There you can see that in one day, I added almost 450 email addresses to my mailing list. That’s 450 more direct connections that I can make in the future, and 450 more people who can spread the news when I do something like this again. This is way more exciting to me than money.

Recap

So what happened here?

• Lots of people got my music for free
• I made an unexpected chunk of change
• I gained lots of new listeners and connections for future releases

To me it seems like everyone involved came out happy. There were really no costs to me for doing this experiment, rather the gains were huge. And my listeners were not taken advantage of. One final statistic and maybe a slight cost to me is that my paid download percentage went down from an average of 22% to 8%. But given everything else that happened this doesn’t bother me at all.

So what does this mean for you as an artist? That’s a little harder to say, as so much depends on what you have in place and the fact that everyone’s situation is different. Hopefully one thing this does is show you the value of experimentation. You’ve got to try some things to see what your fanbase will respond to. You’ve got to learn about them just like they’ve learned about you.

Question: Have you experimented with making your music free or name-your-price? How did it work out for you?

source: http://www.hypebot.com/hypebot/2012/10/what-happens-when-an-artist-makes-their-music-free-for-one-day-case-study.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2FDqMf+%28hypebot%29&utm_content=Netvibes