MOBILE MARKETINGThe Year of Mobile has arrived.
MOBILE INTERNET IS BECOMING ADAILY ACTIVITY FOR MANY92% of owners cannot get through a typical day without using their phones. Mobilephones are within arm’s reach 80% of your day. Handsets with Internet access aregetting people to use their cell phones beyond making phone calls. They want instantaccess 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. Socialnetworking is helping to move mobile internet services out of early adopter mode andinto the mainstream.*source The Kelsey Group, Barclays Capital
MOBILE MARKETINGIS UNIVERSALMobile marketing spending in the U.S. will be second only to social media with morethan 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 MARKETERS1 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 MARKETERSARE DOING?Senior marketers reported that social networks and applications were their biggestpriority for 2010, followed closely by digital infrastructure.While social media marketing looks set to stay top of mind, a majority of respondentsrated a range of digital activities as at least “important,” with only games failing toinspire widespread interest.
WHAT SMARTMARKETERS KNOW?Advertising will move away from creating push campaigns and will transform to engage inconstant conversations, where both parties participate. Ease in participation is critical.Thus, companies and brands need to ensure that their websites, portals, and webapplications adequately support mobile devices.In general, mobile users should be making many fewer clicks than PC users beforearriving at their desired content.Companies and brands that become early adopters of mobile marketing will beneﬁt fromlow cost experimentation and ﬁrst mover advantage.
QUICK RESPONSE (QR) CODES,BAR CODES OR TAGSMay 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 pagein 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 ONEFORGET THE HASSLE OF TYPINGURLS INTO YOUR PHONE!STEP ONE: POINT CAMERA ON A CODE STEP TWO: TAKE A PICTURESTEP THREE: WAIT FOR DECODING STEP FOUR: WEBSITE STEP TWO STEP THREE STEP FOUR
INTEGRATE QR INTO YOUR ADS ANDMARKETING CAMPAIGNSMobile is a great direct marketing tool. However, mobile marketing alone will failif it does not reach and involve the consumer. Integration is necessary toensure success.
RECENT BESTPRACTICES: NUMBER ONEAdvertising Ages annual digital issue showcases an interactive front cover featuring amobile 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 winfree admission to the upcoming Ad Age Digital Conference on April 13-14 inNew 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 nodownload or other action required.
RECENT BESTPRACTICES: NUMBER TWOFord used a technology from Microsoft — known as tags — in its print advertisingmaterials in order to give potential car buyers a more interactive introduction tothe car.In Ford’s case, the tags lead smart-phone users to a site featuring six different videoclips 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 systemthat automatically detects objects in a driver’s blind spot.
RECENT BESTPRACTICES: NUMBER THREEQR CODES CAN BE FUN AND EXCITING!In one of the underground passages in Japan, you’ll notice a new poster with QRcodes on the wall. Guess who the characters are?You’re absolutely right! It’s Mickey Mouse, Donald Duck, and Stich. It’s not thetypical QR code. You can clearly see the eyes and nose of each character within itsQR 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 ane-commerce site where they can shop directly from their phones, view the collectionsand even read articles within RL Magazine.
RECENT BESTPRACTICES: NUMBER FOURConsumers can pull ads that they are interested in rather than what’s moreprevalent—push advertising. See that ad for Coke? Scan the code and itdownloads the Coke ringtone.McDonald’s has QR codes printed on its wrappers to show the burger’snutritional facts.To maximize a billboard rental, a QR code is placed in the advertisement. Scan theQR code from a mobile. Instantly get product information beyond what’s onthe billboard.
IMAGINE THEPOSSIBILITIES: NUMBER ONEQR CODES WILL BE BUSINESS CARD REPLACEMENTS.You are at a business meeting or trade show and an important prospect has run out ofbusiness cards.But you do have your mobile. And your prospect has her contact information on aQR code in her phone (or in the case of a trade show, it might be printed on herbadge—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 THEPOSSIBILITIES: NUMBER TWOENVISION THAT YOU MANAGE A SUPERMARKET CHAIN.Every product has a QR barcode where consumers can access coupons, productavailability, 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 whateverinformation you care to provide. This might include when it was picked, where itcame from, and its nutritional information—even recipes. How cool is that?
IMAGINE THEPOSSIBILITIES: NUMBER THREEIMAGINE YOU’RE A CHAIN OF CLOTHING STORES?Passers-by could snap the QR codes that are placed right by the mannequins in yourstore window.They can buy the outﬁt that they saw without having to ﬁnd parking and ﬁght thecrowd to buy your clothes.
IMAGINE THEPOSSIBILITIES: NUMBER FOURIMAGINE 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—evenwhether or not you have job openings at that location or others.
Get the free app for your phone at http://gettag.mobiYOU CAN JOINTHE SNAP IT REVOLUTIONYOU ASK YOURSELF. HOW CAN MY COMPANY BETTER ENGAGE OUR CONSUMERS?Ludvik + Partners brings you value by looking at your company’s overall marketingtheme and developing a mobile strategy, which not only complements yourmarketing 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