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Whitepaper 8th May, Digital Convergence to drive brand communications
 

Whitepaper 8th May, Digital Convergence to drive brand communications

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Mobile advertising works when used as part of a cross-media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The total value ...

Mobile advertising works when used as part of a cross-media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016.
Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign executions. This maturation has made consumers more open to mobile ads.
According to Nielsen’s State of the Media:
Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their devices if it means they can access content for free.
For 2012 expect to see more integration of social into mobile ads and marketing programs. Also, location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to higher fill rates for publishers.

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    Whitepaper 8th May, Digital Convergence to drive brand communications Whitepaper 8th May, Digital Convergence to drive brand communications Document Transcript

    • Contents Have you heard about the new kid (Mobile) around the media corner?.................................................3 Mobile on a gallop, stealing budgets from traditional media...................................................................4 Why invest in mobile marketing? ............................................................................................................5 By R. Cass Baker....................................................................................................................................5 Brands Renovating Their Communication Strategy................................................................................6 I. Mobile coupons: A great tool for mobile marketing.....................................................................6 .........................................................................6 II. Gamification of Brands................................................................................................................8 ..............................................................8 Digital Convergence Driving Brand Communications
    • III. NFC as an engagement tool: ......................................................................................................9 ...............................................................9 IV. Augmented Reality................................................................................................................11 .....................................................11 5 Mobile Trends Brands Need to Watch...............................................................................................13 1. Augmented Reality ........................................................................................................................14 2. The New Biotech ...........................................................................................................................14 3. Consumer-Controlled Media .........................................................................................................14 4. Multi-Platform Marketing................................................................................................................15 5. Innovation without Borders............................................................................................................15
    • Have you heard about the new kid (Mobile) around the media corner? Have you noticed the new Kid (Mobile) around? The new kid that I am talking about shall help you answer the following questions. What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends? .... Follow theBlue Ocean Strategy... Find Greener Pastures in Mobile Marketing.... If you follow the "only traditional route" approach ... You end up with the ordinary. Try Out of Box... Try Mobile ―Mobile is so interesting because it combines the ability to consume and heroize brands with the ability to take action,‖ said Patrick J. Moorhead, senior vice president and group management director of mobile platforms at Draftfcb Chicago.
    • Mobile on a gallop, stealing budgets from traditional media Mobile advertising works when used as part of a cross-media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016. Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign executions. This maturation has made consumers more open to mobile ads. According to Nielsen’s State of the Media: Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their devices if it means they can access content for free. For 2012 expect to see more integration of social into mobile ads and marketing programs. Also, location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to higher fill rates for publishers.
    • Why invest in mobile marketing? By R. Cass Baker In the beginning, mobile marketing was about brand building and consumer engagement. It was about bright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. And it was about showing innovation and life in an emerging advertising channel. Today, it is about much more. It has to be. Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of Mobile Measurement‖ report, the growth in mobile advertising spends and consumer usage requires sound measurement and reliable methodologies to understand audience behaviour and ad effectiveness. As with any other marketing investment, C-level executives expect a measurable, high-value ROI in the form of new revenue and profits. It is no longer good enough to offer applications or mobile games, and to justify the investment in the form of fans. So why invest in mobile marketing? Invest in mobile While consumers are busier than ever, they also are more heavily engaged. They are on their mobile devices day and night. And one thing is clear – when they are researching a specific product or service from these devices, they are ready to buy. Consumers research a brand on mobile because they have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling an immediate home service request, signing up for a new credit card before a big vacation or even shopping for a car. Through mobile devices, consumers can quickly assess the information they need to make a decision, making them even more determined to buy right now. If you can deliver the right mobile experience at the right time — and in the context of a broadly integrated marketing campaign — you win. Connecting the dots When the rubber hits the road, most brands find it difficult to connect the dots between mobile engagement and sales. The reality is that revenue through mobile marketing has very little to do with mobile marketing in its own right, and everything to do with understanding your consumers and the purchase experiences they desire. Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Success depends on guiding the consumer through a seamless, end-to-end experience — from initial mobile impression through to Web sites and call centres — to create targeted, data-rich experiences that drive high-value, high-margin purchases.
    • If you can craft the right experience from start to finish, the mobile channel is incredibly measurable, proven and successful. Without question, mobile can play a pivotal role in driving significant, incremental revenue to your business this year. Success depends on tying its impact all the way through to the ultimate outcome — sales. Brands Renovating Their Communication Strategy I. Mobile coupons: A great tool for mobile marketing Mobile coupons offer an excellent opportunity for marketers to appeal to users on the go and to drive them to take an action (e.g. come to the store, login to a website or become a social media member or buy a product or receive special discounts etc.) There are ways for some companies to offer coupons to users, which can be downloaded to their phones and can be scanned at, check out (e.g. a redeemable coupon of brand A if printed out on a paper, which can be scanned at Big bazaar outlet for a freebie at the counter) Some key advantages marketers can gain through mobile couponing are: Instant gratification
    • The users can download mobile coupons on the move (Users can SMS or dial a number or click an option on mobile website/app) and the offer can be enough for the customers to take an action, which can be a visit to the store to avail an instant purchase discount or a redeemable offer like mobile top- up, content, download from the website etc. Music Download Promotions Generate On going Sales Music is society’s great equalizer. It can touch any person, evoking emotion and excitement, regardless of age or gender. Mobile promotions can leverage the power of music by offering free song downloads to your target audience. An exclusive promo code and website address is given to consumers and directs them to a customized landing page branded with your company’s marketing message. Once there, a library of songs from which to choose greets them. The selection of songs can be customized to dovetail with a particular theme. Music downloads not only drive users, but can help attract customer data that is essential for on-going marketing efforts. Gaining the personal information of target consumers is invaluable for building customer loyalty. Interactive Promotions Create Excitement in Your Audience One of the reasons mobile promotions have been so effective in generating a response is because they are highly interactive. Traditional advertising – while powerful in its own way – cannot engage consumers at the same level as mobile promotions. For example, instant mobile top-up allow your company to tap into your market’s desire for instant gratification. A text message can be sent as soon as a person participates to confirm whether they have won a prize. Consumers know they will receive an instant confirmation and are more likely to play. Measurability in real time Coupons can be an effective add-on to any multichannel marketing campaign, and can allow marketers to measure the effectiveness of their campaigns. Using coupon redemption methods like SMS code to a number, online redemption, IVR based system, app based redemption and bar-coded coupons, marketers can capture the identity of the customer making the purchase, location, the promotional code and the amount of the transaction. All this can be tracked like a heat map in real time online while the activity is in progress offering real time analytics and insights Scalable and mass appeal Let’s face it, just about everyone has a mobile phone, either feature or smartphone with Internet access. This means that the potential target market for mobile coupons is massive and growing all the time.
    • II. Gamification of Brands The Power of Games + Covert Message Placement + Sustained User Engagement = Gamification of Brands. The hype around gamification is fairly new, but the idea has been around for some time. In fact, badges and leader boards could be considered the new sweepstakes and loyalty rewards. And gamification is not just for major consumer brands and their tech-savvy 18-to-34-year-old demographic. There are examples where gamification in marketing has worked spectacularly for 50-year-old rural ranchers. In other words, any audience is up for grabs.
    • With Android & IPhone platforms being so application friendly with a great user interface, the scope of gamification has widened and yes not to forget a lot of companies have already used or are using FB for gamification. III. NFC as an engagement tool: NFC technology has arrived. NFC, or near field communication, allows for simplified transactions, data exchange and wireless connections between two mobile devices in close proximity to each other, usually by no more than 10 centimetres or so. It's being lauded as the great enabler of mobile payments, but there are some important considerations for both the consumer and companies looking into this technology as part of the future of their payment processing strategy. There is a great deal of discussion going on right now on the subject of NFC, mobile wallets and the potential applications for sales, service and marketing. Consumer adoption. Both mobile providers and device manufacturers see consumer adoption as an important part of their product strategy. AT&T, Verizon Wireless and T-Mobile USA are all involved in ISIS, a national mobile commerce network that aims to transform how people shop, pay and save. Device manufacturers are
    • also getting ready. Google launched the "Google Wallet," Nokia stated that all new smartphones launched in 2011 will have NFC and Samsung is planning a large-scale rollout at the London 2012 Olympics. In-Stat, an NFC chip manufacturer, predicts 1.2 billion NFC chips will be shipped by 2015, which translates into 30% global penetration, supporting a user base of more than 375 million people. This means we are on the way there. However, getting consumers to uptake a new way of paying for goods still needs a change in perception. Introducing NFC with a big splash and then expecting instant adoption is unlikely. We are already on the way to seeing how it can be used and gateway solutions will introduce the idea of paying using the phone to help drive positive perceptions towards using this method when NFC is more widely available in both the mobile base and stores. Use for sales, service and marketing. We know that mobile wallet technology will help consumers pay for goods and services easily and that sales, service and marketing functions can use it as a mechanism for driving better in-store consumer relationships and advocacy. Line-ups, payments and pithy small talk with cashiers will eventually be replaced with in-store staff acting as guides who will be akin more to marketing and service representatives than sales people. Mobile payments will be preceded by easy access to product information, recommendations for related products, coupons, messages and other offers when the consumer is in-store, enabled by both scanning the mobile device over NFC-enabled information tags and geofencing. This leads to an immersive retail environment where brands can engage and inspire consumers based on their interests, preferences and in-store actions. The logical result? Increased revenues and loyalty. When you can link consumer preferences and in-store behaviour, the net effect will be greater. Brand and retailer collaboration and planning will be key, as will the development of mobile applications that use NFC-reading capabilities. Some brands, like Starbucks and Swisscom are already in on the game, and other brands are also starting to create more immersive environments to engage consumers using mobile. Even the recent "X-Men" movie was advertised in the U.K. using NFC – the first campaign of its kind in Europe. Time to get moving. NFC is coming, and with that mobile wallets will soon become the norm – but only looking to mobile technology and NFC as ways to achieve that is short sighted. We need to start planning for consumer engagement through devices to drive people towards payment, advocacy and loyalty.
    • Start thinking about how this technology can augment your current sales, service and marketing programs and, once adoption is on the way and consumer confidence is good, start planning some simple pilot activities. Welcome to the new world of engagement. IV. Augmented Reality Augmented reality, or AR, may finally be coming of age. Particularly for Millennials, defined as those born in the 1980s and whose lives revolve around being constantly connected to technology (Blackberries, iPhones, Facebook, Twitter, video games, and more), AR offers a serious opportunity for marketers to reach these important consumers. With augmented reality, marketers can take the physical world and combine it with the digital world, giving both users and brands the ability to connect even further with a product before, during and after making a purchase. "In its simplest form," says Vivian Rosenthal, founder of New York City-based AR start-up GoldRun, "Augmented Reality is a digital layer over the real world that you can't see with the naked eye but you can see with the camera on your smartphone or computer." But why and how should your company use augmented reality? Aside from the simple benefit of reaching Millennials, we'll delve into a few well-done campaigns in this guide to explain further. How to Use Augmented Reality in Advertising: The Prevalence of Augmented Reality Augmented Reality is nothing new. It's been around officially since 1990, when Boeing researcher Tom Caudell coined the term to describe a digital display used by aircraft electricians that blended virtual graphics onto a physical reality. In other words, augmented reality combines two very different dynamics: the perception of personal exclusivity and a multi-dimensional, sensory experience. We're all familiar with AR, even if we don't realize it. One of the most common AR uses is the yellow
    • first down line we've all grown accustomed to on football broadcasts. Contrary to what some may think, those yellow lines are not actually painted on the field, but inserted in your television viewing experience. In March, the German film The Witness let users become a part of the film for the first time via AR and determine the outcome of the movie based on their own actions on their smartphones. And it will only continue to grow in advertising. According to 2009 figures from ABI Research, the market for augmented reality (AR) in the US alone is expected to hit $350 million in 2014, up from about $6 million in 2008, or, around 50 times more from 2008 to 2014. With applications like GoldRun, advertising via augmented reality on mobile could very well be the future. Even Huff admits that the VSPC campaign, while innovative for the travel/destination- marketing sector, is only a step in the right direction toward mobile adoption, where he also sees the future of AR campaigns. "If I'm a brand or ad agency, it behoves me to be marketing to the consumer in the mobile space," says Rosenthal. "Otherwise, I've lost an opportunity to connect from a brand perspective and sell a product or service. What we're noticing is that companies are literally lining up to work with us and use the technology because from a business perspective, it's a really exciting, new and fun medium to play with, and mobile is how you reach customers today."
    • 5 Mobile Trends Brands Need to Watch April 30, 2012 by Jonathan Gardner3 Jonathan Gardner is director of communications at Vibrant Media. He has spent his career at the nexus of media and technology, having worked in communications around the world. Follow him If you let your imagination run wild, innovations such as Google’s Project Glass suggest there will come a time when we’ll no longer converse with each other, but instead exchange data like a bunch of GPS-enabled cyborgs. While that may not be quite how it plays out, a highly-connected future is definitely on its way. Already, data shows that more than one third of American teens own an iPhone and the one-tablet- per-child initiative is a mainstay in South Korean and Thai schools. It’s easy to see what life will look like for the next generation of consumers, but will marketers be prepared? That will largely depend on whether they’ve considered these five post-mobile trends.
    • 1. Augmented Reality Look in the mirror and what do you see? Today’s weather? Your day’s appointments? Then you must have the latest mirror from Cybertecture, a Hong Kong firm that’s making tomorrow’s smart homes a reality today. We may not all have money to burn on a high-tech mirror, but brands are certainly looking at ways to capitalize on this technology and make it the norm. For example, the wizards at Corning provided an inspiring look at how touch screens made of glass might soon be seamlessly integrated into our environments. Brands such as Starbucks are already seeing strong revenue from their mobile AR program. 2. The New Biotech When I say biotech, I mean data comes from everywhere, including from within. Companies like FitBit and Nikeare finding new ways to record and utilize that data. For now, they seem to be focused on helping athletes (and wannabes) build better workouts, but it’s only a matter of time before brands begin to look more closely at how such data might be used to develop new customer relationships. Nike has already opened its FuelBand API to allow music platforms to experiment with incorporating personal physical data. As these technologies gain traction and developers look at new ways to leverage information, one day soon we could see insurance companies providing discounts to individuals who share their device data. This would be the equivalent of auto insurers, such as Progressive, offering savings to drivers who share their driving behavior. 3. Consumer-Controlled Media
    • One of the most interesting trends we’ve seen is the fragmentation of ownership. Technology has empowered the masses, and they’re leveraging that power in new ways. If brands want to remain relevant to their audiences, they’re going to have to engage in these contexts and in a media landscape where the traditional publishing model no longer exists. In this not-too-distant future we will watch all of our programming online in whatever form that takes. And we will engage with media that we create (not what the media ―owners‖ create) or remix, re-purpose, and pass along. 4. Multi-Platform Marketing Consumers don’t think in silos, so neither should your company. Prepare your brand to work on multiple platforms. As you do that, consider what unique aspects of your offering, your history, and products will resonate with the consumer of the future? Communicate your brand's essence through new channels and devices, in an integrated, cohesive manner. But be aware of how and when they want to interact with brands, and the new possibilities to bring them value and not just marketing noise. 5. Innovation without Borders Brands and products are no longer geographically confined in the way they once were, and neither are marketing campaigns. Big brands are increasingly tapping into local talent and culture, testing new approaches in one market, and re-purposing them elsewhere. Coca-Cola took the best of gamification, Shazam, and the second-screen experience and ran with it in China. Tesco is testing out interactive mobile shopping experiences in Seoul that the U.S. is not quite ready for, technologically or socially. It is clear that in the near future, brands will pitch locally but think globally.
    • Wednesday, 8 th May 2012 Thanks for your time. Kumar Gaurav +91 95604 52199 Source:  Articles from TOI  The Mobile Marketer  http://mashable.com/2012/04/30/mobile-trends-brands-marketing/  http://tribalddb.com/news/blogs/nfc-more-than-digital-wallets/  Articles from eminent industry experts