Reasons 7-8
Reach a wide audience
Your mobile application will access a mass market through discovery and distribution techniques that utilize your traditional media. By incorporating short codes and key words within print ads, broadcast and out-of-home advertising, consumers can simply send a text message to access your application directly, or access a mobile WAP site that contains an option to download the application. Since mobile phones are always with consumers, viewers of traditional media react to an advertisement when their interest is at its peak.
By activating traditional media through mobile -- the ideal direct response mechanism -- the consumer brand makes otherwise static ads interactive and measurable, injecting new value into this sagging media that is now losing dollars to digital advertising. Yet, even with the dollar shift toward digital, traditional media still remains vastly larger and able to reach many more eyeballs than, say, mobile banner ads on a carrier's deck.
Deliver immediate ROI
While mobile marketing budgets are growing, they remain a tiny slice of the near $300 billion pie spent annually on U.S. advertising. However, by using traditional advertising to promote your mobile application, your company can fund its mobile initiative from traditional media budgets -- not just smaller "test-and-learn" mobile budgets. Because mobile delivers immediate ROI by making traditional both interactive and measurable, your mobile app breaths new life into print ads and the like.
