BRANDING UNBOUND The Future Of Advertising, Sales, and the Brand Experience in the Wireless Age AUTHOR: Rick Mathieson PUBLISHER: Amacom Books DATE OF PUBLICATION: 2005 243 pages
THE BIG IDEA In the wireless marketing era, your brand can enjoy whole new levels of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and a message individually tailored to their needs. Branding Unbound shows just how to harness the virtually limitless power of this amazing convergence of advanced technology and progressive business strategy to create the truly remarkable experience that will keep customers’ attention and win their loyalty.
WHY YOU NEED THIS BOOK This book reveals how your business can emulate some of the most powerful and successful branding strategies in the world.
TALKING ‘BOUT A REVOLUTION Wireless. It’s not just for nerds anymore. Here is a cheat sheet: 3G Stands for the “Third Generation” of mobile phone technology. Wi-Fi Stands for “Wireless Fidelity.” An increasingly popular way to connect devices – PCs, printers, TVs – to the Net, and to each other, within a range of up to 300 feet. Hot Spot An area where Wi-Fi service is available so you can wirelessly connect to the Internet; frequently offered in cafes, airports, and hotels.
TALKING ‘BOUT A REVOLUTION Mobile-Fi Next-generation technology that extends high-speed wireless access to moving vehicles. Bluetooth With a range of about thirty feet, used to directly connect PCs to mobile phones or printers, and earpieces to phones. WiMax Long-distance Wi-Fi; can blanket areas more than a mile in radius to bring high-speed Internet access to homes and buildings too remote for traditional access.
TALKING ‘BOUT A REVOLUTION Ultra-Wideband Connects your favorite toys – PCs, video cameras, stereos, TV sets, TiVo – at speeds 500 times faster than Bluetooth, and fifty times faster than Wi-Fi. GPS The Global Positioning System, a constellation of twenty-four satellites that provide highly accurate data on a device’s location.. RFID Radio Frequency Identification. Small RFID “smart tags” are tiny silicon chips that store data and a miniature antenna that enables the tag to communicate with networks.
TALKING ‘BOUT A REVOLUTION ZigBee “ Smart dust” technology that coordinates communications among thousands of tiny sensors, each about the size of a coin. Could one day be used for managing a home, store, or office environment based on the occupants’ preferences, for monitoring the toxicity of drinking water, and for controlling remote diagnostics of home appliances, cars and even humans. Java/Brew Technologies for delivering and displaying content to mobile phones. SMS Stands for Short Message Service; basically e-mail for mobile phones. Synonymous with “texting’ and “text messaging.”
TALKING ‘BOUT A REVOLUTION Mobile IM Instant messaging, which offers real-time messaging with buddy lists, is increasingly being extended from the desktop Internet to the mobile world. MMS Multimedia Messaging. The successor of SMS; enables messages with text, pictures, graphics, sounds and video. WAP Wireless Application Protocol; a standard for accessing the Web from mobile devices. A WAP site is a wireless Web site.
THE RISE OF mBRANDING What’s emerging is a glimpse at what’s working, what’s not, what’s coming, and what principles will prove most profitable over the near term. # 1 Size Matters The typical display screens on mobile devices are still quite small, occasionally still monochromatic, and, in some cases, text-only – hardly the ideal venue for delivering compelling advertising. # 2 No Pushing Allowed One of the biggest misconceptions about wireless is the idea that we’ll one day walk down the street and be bombarded with digital coupons for a cup of coffee at the nearest Starbucks..
THE RISE OF mBRANDING # 3 Integration is the Name of the Game Most experts agree that wireless advertising works best as part of an integrated multimedia campaign that includes any combination of print, outdoor, or broadcast advertising. # 4Entertainment Rocks Many experts agree that the most powerful advertising models are ones that facilitate communication, provide instant gratification, or offer some kind of entertaining diversion. As witnessed, polling and trivia are extremely popular motifs.
THE RISE OF mBRANDING # 5 Sponsorships Rule Harkening back to the golden age of television, sponsorships are expected to be a major model for marketers in every medium in coming years, as consumers continue to tune out advertising, and as brands demand alternative advertising opportunities. # 6 It’s Time To Get Personal Over 90 percent of participants in one IDC study on “consumer tolerance of advertising in emerging media” say they’d be very i nterested in advertising if it were based on a presubmitted user profile that ensured ads are relevant to them. Makes sense. There’s no use selling Pampers to empty nesters.
THE RISE OF mBRANDING # 7 Location is (Sometimes) Where It’s At While some media, such as television, profit from treating consumers as a single mass, the most tantalizing prospect of mobile advertising is the ability to send marketing messages not just to a specific user, but to a specific user in a specific location – the ultimate in contextual messaging. # 8 The Medium Is (Still) The Message It’s important to start exploring the use of other capabilities inherent in the wireless device. Smart marketers will find ways to integrate wirelessly transmitted communications with these built-in capabilities.
THE RISE OF mBRANDING # 9 Think Young – To A Point There is little doubt that consumers younger than twenty five years old are the first ones adopting wireless as much more than just a way to place phone calls. # 10 There’s No Time Like Now Will wireless make or break your marketing plans? Of course not. Will it give you a competitive advantage as a particularly powerful and uniquely personal touch point within your integrated marketing efforts? Absolutely. Like the early days of the wireline Internet, the marketers who master it first will be better positioned as more consumers venture into the mobile medium.
The Cluetrain Manifesto burst onto the scene as ninety-five theses on the Web, and became a bestselling book that challenged corporate assumptions about business in the digital world. As that world goes wireless, a little Cluetrain, revisited:
Marketers are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human. They are conducted in a human voice.
There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, and literally inhuman.
In just a few more years, the current homogenized “voice” of business – the sound of mission statements and brochures – will seem as contrived and artificial as the language of the 18 th century French court.
Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
Companies can now communicate with their markets directly. If they blow it, it could be their last chance.
Companies need to realize their markets are often laughing. At them.
MARKETING 2020 With such insights, Spielberg, Schwartz, McDowell and the rest of the great minds behind Minority Report could qualify as pre-cogs themselves. Indeed, if there’s anything that makes the film especially prescient, it’s the timing. Though the movie was filmed well before September 11 th , its riff on proactively stopping crime before it happens is strangely analogous to the “doctrine of preemption,” our government’s policy to preemptively strike against terrorists.
MARKETING 2020 And while the technologies shown in Minority Report may not all find their way into commercial applications anytime soon, the world of ubiquitous computing has already arrived. And society – not to mention marketers – has a responsibility to make decisions about their deployment and use carefully. The power belongs to you. For all the dangers of the wireless age, says McDowell, the debate over the future is what good science fiction is all about.
MARKETING 2020 Consumer backlash will no doubt thwart many misuses of the technology, and regrettably, government regulation will be required to stem others. mBranding can be a tremendously powerful way to enhance the way consumers interact with and experience, the brands they know and trust. But that last word – trust – is indeed the operative word. The more we create compelling experiences that earn our customers’ trust and respect, the more success we will find as the wireless age progresses.
MARKETING 2020 mBranding is about brands empowering people to enhance the way they live, work, learn and play. It is not the subjugation of consumer interests to meet our own profit goals. The dire predictions made by prognosticators like Spielberg and company – and movies such as Minority Report – are not fait accompli, and they certainly should not frighten us. Instead, they should inspire us to make the right choices for both business and society. In other words, keeping the wireless world safe for both commerce and liberty means we must heed the warnings of the precogs already among us.
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