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Reuters recently released an article entitled “Cellphone calls alter brain activity: study”, discussing a study where 47 people were given brain scans while a cellphone was turned on next to their ear for 50 minutes. A control group with a cellphone next to their ear that was turned off was also scanned. The study was designed to investigate how the brain reacts to electromagnetic fields caused by wireless phone signals. The study found that “glucose metabolism (a sign of brain activity) increases in the brain in people who were exposed to a cellphone in the area closest to the antenna,” according to Dr. Nora Volkow of the National Institute of Health, whose study was published in the Journal of the American Medical Association. (Reuters)

Scientists that have analyzed these findings say that the study is inconclusive in proving in any way that the cellphone and wireless phone signals directly cause brain cancer, but that they do believe that they indicate that further studies should be done to better understand the brain’s reaction to wireless phone signals. A calming fact is that a person’s brain metabolic rate can normally fluctuate to even higher levels than found in study naturally, such as when a person is thinking.

The World Health Organization, the Federal Communications Commission, and the CTIA-The Wireless Phone Association, have all publicly stated since this article was published that the cell phone does not cause a public health risk. Funny enough, the scientist that conducted the study, Dr. Nora Volkow, has said that she isn’t taking any chances and now uses an ear phone to avoid having her ear directly next to her cell phone. At Opt It, we’re following the lead of the scientist, and we are sticking to texting whenever possible; now for more reasons than ever!

These days, there are numerous studies being conducted regarding our population’s technological usage. The vast number of studies regarding this topic is an indication in of itself of the popularity of technology in today’s world for communication.

The most recent study by Pew Research Center entitled “Generations and Their Gadgets” offers new, ever- growing insight into the gadgets that people use. Now 85 percent of American adults own cell phones, while 90 percent of them live in households where someone owns a mobile phone. In general, cell phone usage amounts depend on a person’s age. Ninety-two percent of 18-34 year olds own cell phones, and this number goes steadily down until you look at the 75+ age group, where 48 percent own cell phones. This number is astonishing- almost half of all grandmothers and grandfathers have cell phones. Five years ago this would have been a joke, but today it’s a reality; one that keeps evolving.

In terms of cell phone functionality, the younger generation uses its phones for a variety of functions that go far beyond just calling and texting. However, across the board, calling and texting are the two functions for which all age groups said they used their phones.

Comparing the cell phone to other gadgets, the technological tool that came closest to the 85 percent ownership of the cell phone was the MP3 device, which 74 percent of the American public own. At 70 percent, the laptop computer is in third place as a chosen tool for the general population.

The cell phone is the single most used and widespread device in the hands of the American public. It’s definitely worth a shot to deliver your important marketing message to it.

Opt It’s founders, Brian Stafford and Michael Lamb, will be on RSS Ray’s weekly radio show about online marketing this Wednesday, February 16th at 12:30 p.m. Central Time. RSS Ray’s weekly show conducts interviews online with business marketing experts about social media, search engine marketing, conversion optimization, email marketing, online retailing, performance analytics, and more. It has featured the likes of Bob Parsons, CEO of GoDaddy, and Tim Ferris, author of “The Four Hour Work week

Brian and Michael will be speaking in regards to their text message marketing tool, Opt It Mobile 3.0, and why businesses should be using this powerful marketing tool to communicate with their customers. On the RSS Ray’s website you can read a short bio on both Brian and Michael and their responsibilities within the company. You’ll also get a peek at what these mobile marketing masters actually look like.

RSS Ray choose Opt It to be a part of its show because it recognized the importance of text message marketing within the mobile and online marketing world, and the truly unique offerings provided by Opt It Mobile 3.0.

Tune in this Wednesday to hear the Opt It founders speaking live about Opt It, how it fits into the current world of marketing, and how it can add value to your business.

The contents of a database are truly priceless, which is why many companies back them up on more than one server and why keeping the contents up to date and correct is essential. A mobile database, compiled of cell phone numbers, names, birthdates, zip codes, and personal interests, is extremely valuable and can help you reach your customers in a more effective way.

So how do you ensure you’ll get loads of people into your database and ensure the information you receive is valuable and correct? Great question. The answer is, by getting all of your employees on board with the initiative. They not only have to understand the process of taking the information, they also need to understand the VALUE of it.

Steve Madden’s recent mobile database success is a great example of this. They had a mobile campaign that encouraged consumers to text in JOINSTEVE to the Madden short code for the chance to win $100 Steve Madden gift card. When joining, consumers were prompted to answer questions regarding their interests.

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For the average American man, the Super Bowl is a symbol of athleticism, team work, and also a great time to make some side cash betting on whether the Packers will beat the Steelers. For the average American women, the Super Bowl is a great excuse for a party that everyone is sure to attend, and a chance to swap cheese dip recipes. For marketers, the Super Bowl exists solely as a basis for the wonderful commercials and ad campaigns that go along side it.

Pepsi understands this, and had developed a multichannel mobile campaign for the event in order to capitalize on the number of eyes glued to the game. According to Mobile Marketer, the campaign included a mobile website, an application for smart phone users, a scan able QR code for a Pepsi coupon, and an SMS experience. All of these initiatives were publicized on all pieces of advertisement.

A key target group for Pepsi throughout this campaign was Latinos, a group that is accustomed to using digital media on their phones. Pepsi’s goal was to engage them in the Pepsi Super Bowl experience as much as possible. There was actually a specific site made for Latinos in Spanish, and a call to action keyword labeled “FAMILIA”. For those that opted in to the keyword in Dallas, six had a chance to win tickets to the Super Bowl.

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