Match the message to the right medium

Match the message to the right medium

Traditional Marketing/Advertising   This form of communication is most common for small businesses. Messages formed in this model are designed to create top-of-mind-awareness for your company. In other words, when a customer is ready to make a purchase, you want to be the first business they think of. Traditional Marketing is challenging because it requires focus and most of all, patience. That’s because many of the people that you communicate with are not ready to buy now. Many have discovered that branding (themed marketing messages) is the best way to maintain a rapport with the audience until purchase-time comes. DR (Direct-Response) DR marketing is most effective when seeking those who are looking for your product right now. Its approach, like its name suggests, is quite direct. This form of marketing is designed to get the audience on the phone, web or in your store immediately (think infomercial). Despite the sometimes crass approach, DR ads are quite scientific and complex in application. Hence, those that merely try this method are often met with failure. Be aware that businesses oftentimes hire firms that specialize in this very unique way of communicating due to its precise nature. So before telling your audience, “Be the next 100 to call…” read up and do your homework on this form of advertising. Walter R. Dailey is a former ad agency partner and experienced marketing professional. He is the lead consultant and executive producer at Dailey Sound Vector Media, a creative services organization that specializes in developing commercials, jingles and marketing campaigns for small businesses throughout North America.  Ask Walter your questions at...
The most effective advertising on the planet!

The most effective advertising on the planet!

What’s perhaps one of the most interesting reasons to advertise via SMS is that “about 90% of all text messages are read within three minutes of their delivery, and over 99% of all text messages are read by the recipient,” according to a whitepaper on conversational advertising [PDF] by SinglePoint. The immediacy of SMS is currently unparalleled by any other marketing channel. With approximately 90% of the U.S. population owning cell phones, according to CTIA’s semi-annual wireless industry survey, and 98% of those phones being SMS-enabled out of the box, SMS is one of the most popular communication methods in the world. The rise of text messaging can be attributed to its low cost and ease of use. If you have a cell phone, you have the capability to text — no downloads or installations needed. And with the advent of unlimited messaging plans, texting has become the mobile communication option of choice for cell phone-toting teens, beating out e-mail, and phone conversations. If that isn’t enough data to show that SMS is an essential communication line, there’s more. In May, 65.2% of U.S. mobile subscribers used text messaging on their mobile devices, up 1.4 percentage points versus the prior three-month period, according to comScore, making texting the top cellular device feature for all U.S. consumers, aside from calling. The texting audience is large and still growing. eMarketer projects that the growth of the global market for ad support of mobile messaging will reach nearly $12 billion in 2011, up from about $1.5 billion in 2006. “SMS doesn’t get a lot of hype that the flashy apps do, but...
Does it pay to advertise on Mobile Devices?

Does it pay to advertise on Mobile Devices?

Our site was hacked some time back and we lost quite a bit of data…please see this updated article on Mobile marketing and advertising trends…as all that is left of the original article you clicked on is below…sorry! way with ringtones, games and in general with Apple’s walled garden approach. Here is another data point to lend credence to this theory: Paid-for mobile search ads provide better value than desktop PCs, new figures from U.K. agency Latitude finds. The company reported that one if 15 paid search clicks came from mobile during Q1. (via New Media Age).   More tellingly, it reports that the cost-per-click on mobile search advertising was 37% less expensive than the computer equivalent last month – despite click-through rates for mobile search ads rising 4.9% in March compared with 3.3% for desktop search...
The Future of Mobile Interactivity

The Future of Mobile Interactivity

  Apple patent for second display on iOS devices looks promising for marketing Apple’s iPhone 4 Apple filing a patent to potentially add a second display to the iPhone and iPad opens up interesting possibilities for mobile marketers and developers. The Patently Apple blog wrote that Apple intends to use the secondary display to introduce a new set of back-lit indicators that could change into various controls. Illuminated controls for games and productivity applications, as well as interactive advertising, could be built into the face-side or specific back-side areas of iOS devices. “The potential applications of a patent like this are many—all lead to greater user engagement with mobile devices, which is a good thing for marketers, brands and publishers,” said Kunal Gupta, CEO of Polar Mobile, Toronto. “It is too early to know how this higher level of engagement can be leveraged by marketers.   “However, a more engaged user is an opportunity at the end of the day,” he said. “Fragmentation would increase among developers with additional technological innovations such as these, as Apple is trying to increase developer stickiness to their platform—sometimes exclusively.” Double vision Developers could use an additional display on an iPhone or iPad to let users interact with the device in new ways. The patent could be especially interesting for mobile game developers, as Apple could release a gaming-centric version of the iPhone or iPad featuring virtual buttons along the device’s edges, which could be used to control the game. In addition, an extra display offers intriguing possibilities for marketers, who could potentially occupy the additional real estate while the user is engaging...
SMS Tips

SMS Tips

Five common SMS marketing mistakes Cartier is using SMS Brands and marketers are increasingly incorporating SMS into their mobile initiatives to engage and communicate with consumers. Here are some common pitfalls to avoid. Industry experts agree that some type of SMS marketing is prevalent to reaching as many consumers as possible. Feature phones continue to dominate the market and many consumers can be reached on them. “Education and making smart decisions are key to prevent mistakes form happening,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.    “The first place I would go is to the Mobile Marketing Association’s Consumer Best Practices document to learn the dos and don’ts of SMS marketing,” he said. “Second, I would read up on successful and not-so-successful programs on Mobile Marketer and other venues to understand what others have done. “Third, I would seek out trusted providers. Remember, choosing purely on price will likely lead you to the guys in a garage who started a firm last Thursday. That is likely to lead to failure.” Here are the five most common SMS marketing mistakes that brands and marketers should avoid. No. 1 – Avoid not making your call to action prevalent A simple call to action can be placed on billboards, magazine pages, TV commercials and just about anything else. “It’s a head scratch as to why a mobile call to action isn’t prevalent in all integrated marketing communications,” Mr. Hasen said. “There are so many benefits to doing it right – engaging consumers and turning passive activities into interactive ones, making your traditional and non-traditional dollars work harder, and being...
Social Marketing Value

Social Marketing Value

Intersection of mobile and social means new advertising opportunities: panel Bravo dish on mobile NEW YORK – The intersection of mobile and social has driven results for NBCUniversal’s Bravo on the ratings side and has presented opportunities for new revenue streams via advertising. An executive at Bravo who spoke at the Social Activity Summit said that its applications for Apple’s iPhone and iPad have helped drive audience engagement and a 10 percent lift in ratings that can be attributed to social media. Tablets have been among the most effective channels for media companies to encourage social interaction because of the common use case of the family sitting in front of the television and interacting with fellow fans of a particular show via the iPad. “We started in social media very early on—we were on Twitter and partnered with Groupon and foursquare very early on,” said Lisa Hsia, executive vice president of digital media at Bravo, New York. “We built the talk bubble, and people participate as they watch—we were also launch partners with Twitter’s Promoted Tweets platform, and it reaches 500,000 people at a time.   “The biggest game-changer for us is that is has been proven to drive ratings—‘The Real Housewives’ saw a 10 percent ratings lift solely attributable to social media, so it’s driving our core business,” she said. “You can have a discussion around advertising—right now Sprint is the sponsor, its brand may enter into conversations. “The tablet has been a game-changer for us, and for our advertisers—if you’re watching TV and love a sweater, you can click to buy it immediately on your tablet.” The...

Mobile Marketing Case Studies: VW i-Phone App

Volkswagen is flexing its tech-savvy muscles with a new form of interactive advertising that combines print and online media. They’ve written a new Apple iPhone app that shows how prospective customers how some of the company’s available advanced technologies work out on the road. To use the app, participants hold their iPhone above a VW ad in a magazine or newspaper with a road printed on it. Following the curve of the road with the phone shows how some of the car’s safety features respond to real-world driving conditions. Want to test VW’s adaptive headlights? Switch on the app and put it in Adaptive Lights mode, and the headlights on your virtual VW will follow the curve of the road. In Lane Assist mode, the phone vibrates when your car gets too close to the edge of the virtual road. There’s also an Adaptive Cruise Control mode, which puts a second virtual car in front of your VW and keeps them an equal distance apart as you move across the page. Volkswagen’s virtual test drive is a neat way of combining different forms of media, an advertising tactic likely to be more common in the future. As a means of figuring out whether or not you want a Volkswagen, well, we’d just as soon head to the nearest dealer for a real test drive, but for now, you can head over to the jump to see how it all...

Mobile Marketing Case Study: VW Passat B6

Volkswagen Passat B6      Goals – Raise awareness of the 2006 Passat B6 – Showcase the ‘not-so-standard’ B6 features in an equally ‘not-so-standard’ way – Reach 18-34 year old lifestyle enthusiasts by aligning with relevant and useful entertainment content Solution Volkswagen launched a cross-platform mobile campaign with Zingy. Ads featuring images of the Passat B6 appeared across Zingy’s network of WAP sites, including Vindigo Restaurants and Vindigo Movies, and appeared throughout the Vindigo City Guide on PDAs. Both programs reached educated consumers, particularly influential adults in their 20s and 30s. Consumers were able to click to learn about the B6 and could also opt-in for additional information, such as test drive details and dealer locations. Zingy sent those emails out on Volkswagen’s behalf to all who requested them. Results Response rates were significantly higher than online averages, with a click rate of over 3%. According to Rachel Benore, New Media & Interactive Marketing Integrator at Volkswagen of America, “Our customers get technology and use it as a natural extension of their lives, we wanted to help them ‘meet the 2006 Passat’ on their terms. We love the rapid development of mobile technology and have invested a lot to get our customers’ attention in this space. Since the Passat is not-so-standard, our ad placements are also not-so-standard.” Beyond Interactive, Volkswagen’s interactive agency of record, creates novel campaigns to enable Volkswagen to reach their target consumer. According to Rory O’Connor, Beyond Interactive’s vice president, “We’re always looking for new distribution methods to reach Volkswagen’s customers. Advertising the Passat’s innovative features to Zingy’s audience was a strong placement.” Goals – Raise awareness...

Mobile Marketing Case Study: VW

AdMob Case Study: Volkswagen AG Goal Volkswagen (VW) AG is a leading producer of vehicles in Europe with production sites worldwide. Recognizing the potential of advertising on mobile, VW partnered with their agency Beyond Interactive and AdMob to drive increased brand awareness of the new Volkswagen Golf. The objectives of VW’s campaign were to engage with a high value, tech savvy German audience in order to drive traffic to their mobile site where users can download a video, screensaver or other information about the new Golf. Solution VW leveraged AdMob’s significant reach and geo-targeting capabilities in order to focus this campaign specifically to consumers in Germany across a range of premium mobile sites and applications. With the objective of accessing a high net worth demographic and tech savvy audience, VW ran ads across AdMob’s network focused on Blackberry and iPhone users. AdMob’s rich media and highly engaging ads enabled VW to connect users directly to their mobile site. Once on the site, they could learn more about the new Volkswagen Golf or even download related content such as screensavers. AdMob’s team of mobile experts helped VW every step of the way, from setting up the campaign, optimising to ensure objectives were met, and reporting throughout. Results VW and their agency Beyond Interactive achieved their goal of reaching tech savvy consumers in Germany to drive interest in the Volkswagen Golf. They found AdMob to be both a cost effective and high performance channel in which to engage with their key audience of consumers. AdMob delivered: Click-through-rates of 1.7% on average More than 25,000 visits to their mobile site. Overall VW...

Mobile Marketing Case Study: Hyundai

to downloadable brand-sponsored content like wallpaper, they will continue to make an impact after the event.   Nokia Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries.   Nokia Interactive has an ambition for all consumers to have connected mobile devices with rich and valuable services supported by relevant and respectful advertising. The Nokia Media Network provides reach to millions of mobile consumers through advertising on more than 80 blue-chip mobile publishers, operator partners and Nokia properties. Hundreds of top brands, including BMW and Paramount, advertise on the network and use our award-winning mobile marketing team to create end-to-end, high performance mobile experiences for their...