In Focus

Mobile: the little platform that could

Dean Macri
Mobile Posted on November 07, 2007

Beyond browsing

Even if the consumer were to enter a website address on his or her mobile phone, a top-level URL does not direct the consumer to a micro-site, deep link or mobile application with a call-to-action or promotion dedicated to the campaign. Therefore, marketing success depends on capturing that consumer relationship "on the spot," when a consumer's emotional response to an ad is highest.

iPhone adds to misconception
The appearance of the iPhone may aid and abet the misconception about the importance of browsing on mobile devices. With its clever touch-screen interface and relatively large screen, mobile consumers may be apt to tap in a company's URL to access a website. But browsing a top-level URL does not guarantee that the consumer will reach a promotion.

All large ad agencies are looking for the most effective way to get into the mobile web. The answer lies in integrating mobile as an essential spoke within a company's multi-channel marketing initiatives, using mobile phones as ubiquitous direct-response mechanisms. When paired with traditional advertising, mobile injects new value in the media buy -- even for brands that have not allocated budgets for mobile marketing. For example, the BMW out-of-home campaign was not funded from the car manufacturer's budget for online or mobile marketing but rather from its traditional out-of-home media budget.

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Comments

sri vikas
sri vikas November 7, 2007 at 10:41 PM

you nailed it! mobile advertising is the most effective way to reach your target audience based on parameters like geography, age, interests etc. in india, its still at a very nascent stage but things are hotting up, what with 300 million mobile subscribers of which 40 million access internet from the mobile phones. very soon we will see brand wars in our mobile phones. its this potential that made us venture into mobile advertising by launching Zestadz.com.

Elliot Benn
Elliot Benn November 7, 2007 at 3:32 PM

Great article Dean, those of us in the mobile space couldn't agree with your observations more! While we are still a few years away from the models used in Europe and Asia, we can still provide solid couponing and calls to action with simple codes or other forms DR actions (click to call, zip code for nearest loc.). We at 4INFO have had great success in promoting large brands and prompting users to "click through" with average CTR's of 1-3% and higher.

Swampthing k
Swampthing k November 7, 2007 at 3:22 PM

Dean, Neomedia does not own any proprietary codes just the reader to read them. They have built a reader that reads the same types of codes Scanbuy does. The only exception is the EZ code. The NeoReader currently reads 2D, QR, datamtrix, Aztec, 1D, EAN, right now. I know that I am missing one here. There are supposed to be 7-10 readable codes by the end of the year. In one click. A few things to note, how is the consumer is going to know which reader to use and know what type of code it is? Wouldn't it be easier to use the current 1D codes on the product? Even though 1D barcodes are limited to how much information one can embed in the code. Wouldn't is be easier for the consumer to have one reader for all types of codes? FYI, Neomedia is a U.S.based company and they own the patented technology for a direct response, and is in current litigation with Scanbuy. Yes, before people start writing in, the UPSTO is reviewing Neomedia patents, which have been proven out in court against other companies. The main problem is people are being mislead by others who follow this field. The EFF is looking at the Lucent patent. It is already covered under the citations. I fully expect the (1) of (27) Neomedia patents to be upheld by the USPTO. Just my opinion. Yes, I am a shareholder.

Dean Macri
Dean Macri November 7, 2007 at 12:51 PM

Thanks for your comment. I agree the use of mobile as a direct response is not limited to short codes. I expect 2D codes to be alot more cost effective and simple to use. However, the ability to read them is not native to handsets (US). There is, as you know, a bigger pentration of the readers in Asia. In addition to NeoMedia's codes, ScanBuy, here in the US, is providing a very good alternative and there will be a multi-carrier program around their EZ Codes in Q1 of '08. www.scanbuy.com Dean

Swampthing k
Swampthing k November 7, 2007 at 12:41 PM

Dean, This is a great article for the brands to read and take notice of the changing times. How else can the brands be more interactive with consumers? This is it. They can interact with consumers by a permission based response. The consumers should be able to click on 1D barcodes, as well as, RFID, logos, trademarks, slogans, keywords, billboards, etc. to get coupons, directions, cheapest price, schedules, give aways, location, etc. If and when the carriers allow it, the universal reader of choice for them can be downloaded at: http://www.neoreader.com Keep up the good work.