Transcript of "Mobile Marketing & Advertising 2010"
The Year of Mobile has arrived.
MOBILE INTERNET IS BECOMING A
DAILY ACTIVITY FOR MANY
92% of owners cannot get through a typical day without using their phones. Mobile
phones are within arm’s reach 80% of your day. Handsets with Internet access are
getting people to use their cell phones beyond making phone calls. They want instant
access and a way to look up information while they are out and about.
Today, there are over 70 million mobile Web users in the United States. Social
networking is helping to move mobile internet services out of early adopter mode and
into the mainstream.
*source The Kelsey Group, Barclays Capital
Mobile marketing spending in the U.S. will be second only to social media with more
than 25% growth in 2010.
QR, Bar Codes and Tags are the future of mobile marketing response.
The Year of Mobile has arrived.
“Which of the following are top priority in
% of Survey Respondents Top Priority Important Low Priority Not Relevant
Digital Infrastructure 44.5 51.9 3.1 0.5
Digital Advertising 15.9 54.4 25.5 4.2
Search Optimization 27 50.1 19.9 3.3
Social Networks/ Applications 45.4 42.2 11.1 1.1
Mobile 26.8 43.2 24.3 5.3
Viral Campaigns 18.3 45.6 26.7 7.3
Blogger Outreach 18.4 44.3 28.9 8.4
Email Marketing 14.1 43.5 34.2 8.4
Games 8.8 29.7 35.2 26
THE 2010 DIGITAL MARKETING OUTLOOK REPORT FOUND THAT:
81% of the brand executives surveyed expected an increase in digital projects
One-half will be moving dollars from traditional to digital budgets.
More than three-quarters think the current economy will push more allocations
Senior marketers reported that social networks and applications were their biggest
priority for 2010, followed closely by digital infrastructure.
While social media marketing looks set to stay top of mind, a majority of respondents
rated a range of digital activities as at least “important,” with only games failing to
inspire widespread interest.
Advertising will move away from creating push campaigns and will transform to engage in
constant conversations, where both parties participate. Ease in participation is critical.
Thus, companies and brands need to ensure that their websites, portals, and web
applications adequately support mobile devices.
In general, mobile users should be making many fewer clicks than PC users before
arriving at their desired content.
Companies and brands that become early adopters of mobile marketing will beneﬁt from
low cost experimentation and ﬁrst mover advantage.
QUICK RESPONSE (QR) CODES,
BAR CODES OR TAGS
May contain any information that you would like to put into it.
When photographed by a mobile phone camera, it opens up to a particular web page
in the phone’s Web browser.
In order for consumers to read the code, they simply need three things:
- Camera phone
- QR or Bar code reader –This is available for all smart phones.
- Internet Service
FORGET THE HASSLE OF TYPING
URLS INTO YOUR PHONE!
STEP ONE: POINT CAMERA ON A CODE STEP TWO: TAKE A PICTURE
STEP THREE: WAIT FOR DECODING STEP FOUR: WEBSITE
STEP TWO STEP THREE STEP FOUR
INTEGRATE QR INTO YOUR ADS AND
Mobile is a great direct marketing tool. However, mobile marketing alone will fail
if it does not reach and involve the consumer. Integration is necessary to
PRACTICES: NUMBER ONE
Advertising Age's annual digital issue showcases an interactive front cover featuring a
mobile 2D bar code, a ﬁrst for the magazine and its readers.
Each issue offers readers the chance to engage Jagtag mobile 2D bar codes to win
free admission to the upcoming Ad Age Digital Conference on April 13-14 in
By using a camera phone to take a picture of a Jagtag 2D bar code and send it in,
Advertising Age readers are automatically entered into the sweepstakes, with no
download or other action required.
PRACTICES: NUMBER TWO
Ford used a technology from Microsoft — known as tags — in its print advertising
materials in order to give potential car buyers a more interactive introduction to
In Ford’s case, the tags lead smart-phone users to a site featuring six different video
clips explaining the Taurus’s technology, ranging from a demonstration of a cruise-
control system that adapts to the speed of the vehicle in front of the car, to a system
that automatically detects objects in a driver’s blind spot.
PRACTICES: NUMBER THREE
QR CODES CAN BE FUN AND EXCITING!
In one of the underground passages in Japan, you’ll notice a new poster with QR
codes on the wall. Guess who the characters are?
You’re absolutely right! It’s Mickey Mouse, Donald Duck, and Stich. It’s not the
typical QR code. You can clearly see the eyes and nose of each character within its
Polo Ralph Lauren has pioneered the use of the QR technology in the fashion ﬁeld.
When people scan items that appear in their ads, they are connected to an
e-commerce site where they can shop directly from their phones, view the collections
and even read articles within RL Magazine.
PRACTICES: NUMBER FOUR
Consumers can pull ads that they are interested in rather than what’s more
prevalent—push advertising. See that ad for Coke? Scan the code and it
downloads the Coke ringtone.
McDonald’s has QR codes printed on its wrappers to show the burger’s
To maximize a billboard rental, a QR code is placed in the advertisement. Scan the
QR code from a mobile. Instantly get product information beyond what’s on
POSSIBILITIES: NUMBER ONE
QR CODES WILL BE BUSINESS CARD REPLACEMENTS.
You are at a business meeting or trade show and an important prospect has run out of
But you do have your mobile. And your prospect has her contact information on a
QR code in her phone (or in the case of a trade show, it might be printed on her
badge—perhaps on the back of it so she controls who gets her contact information).
You scan the prospect’s barcode and you have all of her contact information.
Now it’s not only in your mobile, but on your desktop in your contact manager.
Who needs business cards now?
POSSIBILITIES: NUMBER TWO
ENVISION THAT YOU MANAGE A SUPERMARKET CHAIN.
Every product has a QR barcode where consumers can access coupons, product
availability, and delivery tracking from their mobile phones.
Now they can get rid of printed coupons!
Everyone can even see how fresh the products are.
A consumer walks past his favorite fruit, strawberries, and ﬁnds out whatever
information you care to provide. This might include when it was picked, where it
came from, and its nutritional information—even recipes. How cool is that?
POSSIBILITIES: NUMBER THREE
IMAGINE YOU’RE A CHAIN OF CLOTHING STORES?
Passers-by could snap the QR codes that are placed right by the mannequins in your
They can buy the outﬁt that they saw without having to ﬁnd parking and ﬁght the
crowd to buy your clothes.
POSSIBILITIES: NUMBER FOUR
IMAGINE YOU’RE A FAMILY RESTAURANT CHAIN?
Put a QR code in the window of each location.
That code brings the prospect to that location’s page showing the menu, hours,
specials, directions, address, phone number, delivery or takeout service—even
whether or not you have job openings at that location or others.
Get the free app for your phone at http://gettag.mobi
YOU CAN JOIN
THE SNAP IT REVOLUTION
YOU ASK YOURSELF. HOW CAN MY COMPANY BETTER ENGAGE OUR CONSUMERS?
Ludvik + Partners brings you value by looking at your company’s overall marketing
theme and developing a mobile strategy, which not only complements your
marketing campaign but CAN ACTUALLY BE YOUR MARKETING STRATEGY!
We look forward to hearing from you.
CREATIVE ADVERTISING REDEFINED.
245 East 50th Street, Suite 4A / New York, NY 10022 / T: 347.586.9862 / F: 212.371.3279 / www.ludvikplus.com
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.