Mobile Marketing & Advertising 2010

MOBILE MARKETING 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 IS UNIVERSAL 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 2010?” % 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 WHAT MARKETERS 1 ARE THINKING? THE 2010 DIGITAL MARKETING OUTLOOK REPORT FOUND THAT: 81% of the brand executives surveyed expected an increase in digital projects in 2010. One-half will be moving dollars from traditional to digital budgets. More than three-quarters think the current economy will push more allocations to digital.

WHAT MARKETERS ARE DOING? 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.

WHAT SMART MARKETERS KNOW? 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

STEP ONE 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 MARKETING CAMPAIGNS 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 ensure success.

RECENT BEST 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 New York. 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.

RECENT BEST 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 the car. 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.

RECENT BEST 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 QR code. 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.

RECENT BEST 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 nutritional facts. 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 the billboard.

IMAGINE THE 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 business cards. 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?

IMAGINE THE 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?

IMAGINE THE 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 store window. They can buy the outfit that they saw without having to find parking and fight the crowd to buy your clothes.

IMAGINE THE 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

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Mobile Marketing & Advertising 2010

by Ludvik + Partners

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