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AND TO OUR NEXT FRONTIER - 
The Invasion of mobile devices begins….

Snapple Converts Text-Messages to Sales

Cadbury Schweppes Americas Beverages generated a 33% sales conversion rate, selling Snapple brand beverages with a direct text-message sweepstakes campaign targeting thirsty 18 to 24-year-olds last summer.

Participants registered at the Snapple.com Web site to begin receiving text-message notifications of winning sweepstakes numbers printed on the insides of bottle caps. The cable television stations MTV and VH1 were also used to promote the sweepstakes and generate online requests for text-message alerts.

"Mobil marketing is becoming an established method for capturing the imagination of the youth market now that penetration is so high," said Kristen Marshall, Snapple brand manager in a prepared statement.

Outbound text-messages were sent to cell phones at lunchtime and other peak beverage purchasing times to announce the winning numbers. The campaign was organized by Enpocket, a New York-based mobile-media marketing firm

Ninety-three percent of the text-messages sent out were read and about one-third of these consumers subsequently purchased a Snapple brand product. The text-messages encouraged recipients to purchase special "play Snapple" bottles to participate in the sweepstakes.

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QUICK STATS ON EMAIL TRENDS FROM DOUBLCLICK EMAIL TREND REPORT:

• Year-on-year figures show an increase in delivery rates and a decline in open rates and click-through rates
• For all mailers, the latest trend report shows continued stability in overall email performance over the past two years
• click-to-purchase conversion rate grew 23.5 percent or 0.8 points year-over-year, from 3.4 percent in Q3 2003 to 4.2 percent in Q3 2004
• average number of orders per email delivered rose 17 percent or 0.04 points year-over-year to 0.28 percent in Q3 '04 from 0.24 percent in Q3 '03.
• revenue per email delivered declined year-over-year to $0.21, a 19.2 percent drop, while the median order size, declined 6.9 percent year-over-year to $94 in Q3 2004.

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WHERE'S THE MONEY?  

With search ads a booming business, Google's lack of revenue diversity hasn't been a problem. But many industry analysts believe this market could significantly decelerate in the next year or two. Researcher eMarketer predicts growth of such search ads in the U.S. could slow from 55% this year to 19% in 2005. Although overseas growth will continue at a faster clip, the looming domestic slowdown shines a spotlight on Google's lack of other businesses.

Such concerns certainly aren't lost on Google. The search giant has been rolling out a number of new products, from its ad-supported e-mail offering dubbed Gmail to new software that searches users' computer hard drives. While these are interesting technology bets, they have yet to show serious money-making potential.

No question, Google has far exceeded expectations thus far as a public company. Its stellar performance has muted many of its skeptics. But while Google has made a case for a stock price in the $125 to $150 range, investors who dare to buy near $200 are probably taking a mammoth gamble.

http://www.businessweek.com/technology/content/nov2004/tc2004115_9975_tc015.htm

Married women, nearly all of whom believe they do most of their family's online shopping, will be surprised to learn that men browse and shop online more frequently than women do, according to an American Online report recently released.. And even though women now represent the majority of Web shoppers, men plan to spend nearly 15 percent more online this holiday season--$326 for men against $284 for women, according to the report.

…Men are willing to spend $1,751 for a single item online vs. $787 for women, according to AOL's report. Patrick Gates, senior vice president of eCommerce at AOL attributed this difference to the fact that men have traditionally spearheaded their family's expensive and technical "high- involvement buys" like plasma TVs and home entertainment systems.

Buying music and videos, clothing and books rank as the top three categories for both sexes' holiday gift lists. However, there is a marked difference in the number of men planning to purchase consumer electronics as gifts, 38 percent, vs. 25 percent of women. The same goes for computer software and hardware as gifts, 37 percent of men vs. 25 percent of women.

Men also plan to buy more sporting goods and travel services/tickets, while women plan to purchase more health & beauty products and toys, reported AOL.

(MediaPost, 12-10-04)

Have a happy and healthy New YEAR!