Today, we’re live blogging from the YPulse National Mashup [1] here in San Francisco. It’s a convening of some of the leading social marketers in the world who are reaching young people. This year’s major themes focus on the future of mobile. I am a bit out of my comfort zone sitting here blogging from my Dell computer and feeling slightly inadequate without the new iPhone at my side, but I am taking it in and have already seen some interesting discussions.
First speaker was Antti Ohrling, co-founder of Blyk [2], an innovative new mobile advertising service that is sweeping throughout the UK. The basic idea of Blyk is that 16-24 y/o sign up to receive free text and mobile minutes in exchange for advertising. In a sense it’s a quid pro quo – trading minutes for marketing. And, what’s more, it’s working – with astonishing success. Ohrling explained that the campaigns average a 29% response rate, which far exceeds any traditional web banner or mobile campaign ads.
How is it that our friends across the pond are so far ahead of us when it comes to mobile technology. According to Ohrling, they understand how to make consumers part of the value chain – and they are sharing useful, relevant information, and building relationships with consumers.
Jacqueline Lane VP for TeenEyes Division at C&R Research is speaking now, and just said that the average teen sends 50-70 texts a day, which amounts to roughly 70,000 texts a year – all the more reason these marketers are perking up and learning about these new trends in mobile.
Stay tuned for more from YPulse…
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