Archive for the 'Mobile advertising' Category

03
Apr
12

What’s Easter without a little chocolate?

By Heather Horsey Leave a Comment
Categories: B2C, Brand Loyalty, Branding, Business Strategies, business to consumer, Mobile advertising, mobile marketing, promotions and Social Media
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ImageThere are few holidays that are not centered around chocolate and/or desserts, and Easter is no exception.

Mars M&Ms has grasped this reality and flung it into a new mobile marketing advertising campaign to drive sales for the coming holiday.

The M&M mobile ads capture attention with phrases such as, “Make every basket complete. M&M chocolates for Easter,” according to Mobile Marketer. Once they tap on the ad, users are educated on how to incorporate the candies into their Easter dessert recipes. It drives the consumer to a mobile microsite where they are greeted by the infamous M&M characters and step-by-step recipes.

The brilliance of the mobile marketing is its capability to drive on impulse. People who receive the ad when they are already out and about have it fresh in their mind that they should not only buy the candy, but they should do so because they have a recipe that they need it for; making the purchase a necessity, not just a desire.

Next to Valentines Day, Easter is the biggest chocolate buying holiday, and these ‘virtual end caps’ are a bright idea for the spring season.

What recipe will you make with the pastel M&M candies? Give in, it’s Easter.

03
Apr
12

QR Codes – Unfulfilled Potential: The Next Big Thing or Robot Barf

By Mark Plumb 2 Comments
Categories: Advertising, Business Strategies, Communications, Marketing, Marketing Trends, Mobile advertising, mobile marketing, QR Code and Uncategorized
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The possibilities seemed limitless. QR codes allow consumers with mobile devices to access great content, in-depth information and a higher level of engagement. Yet, companies consistently botch the execution of QR codes.

Back in August of 2010, The Side Note wrote about QR codes for the first time. The inspiration for that article was a Calvin Klein billboard in New York City linked to a video that could not be aired on broadcast television in the U.S. At that time, we saw QR codes as a cutting-edge way for businesses to reach consumers. Little did we know, the Calvin Klein billboard would be one of the better executions of a QR code. It teased to create interest, it clearly identified the sponsor and it delivered content that could not be accessed in another way.

Frankly, the blame for QR code failure lies with marketers. QR codes are simple to use, however the delivery of content requires more finesse and significantly better execution by marketing experts. Since consumers don’t know what the QR code does before they scan it, companies need to reward them for stepping into the unknown.

These errors are frustrating because the majority of these mistakes are the marketing version of basic blocking and tackling errors in football. We’ve categorized errors into three types: stupid, lazy and ignorant.

  • The stupid… the content linked to the QR code is not optimized for a mobile device – this is forehead smacking stupidity.
  • The lazy… businesses use a QR code to direct consumers to their business website – too boring, you have to include more engaging, exclusive and interesting content; Bonus error: if the website is not mobile optimized – that error is both stupid and lazy.
  • The ignorant… simply putting a QR code on an ad with the assumption that consumers know what to do – a friend recently said to me, “These things look like a robot barfed, what do I do with it?”

A little more about the ignorant errors, you would assume that college students would be on the forefront of innovation. Research company Archrival surveyed 500 students at 24 colleges and universities. In the study, Archrival found that although 80 percent of the students owned a smartphone and had seen a QR code, only 21 percent were able to successfully scan the QR code used in the study. A legitimate argument can be made that preloaded software on smartphones with an easier way to scan the codes will increase understanding and if people understand it, they will use it.

However, I believe that the payoff needs to be better. The content someone receives when scanning a QR code needs to deliver undeniable value. For example, give me a discount on something I want. Make something available to me because I scanned the code that others cannot get. Show me something amazing that I can’t see everywhere else. Too often the result of scanning a QR code (assuming I’m successful) is a massive letdown.

Today, I mostly see QR codes sending me to a standard company website. The same website I can get with a simple Google search. This key insight is most succinctly stated in this article from Sean X Cummings, “People will not adopt a technical solution that serves to replace a manual task, if that solution is less efficient than the manual task it replaces.”

Overall, the message to fellow marketing professionals is…step your game up!

17
Feb
12

If You Are Not Mobile, You’re Just Standing Still: Why Mobile SEO Matters

By Mark Plumb 2 Comments
Categories: Advertising, Google, Marketing, Mobile advertising, mobile marketing, SEO and Social Media
Tags: , ,

It was a double jaw-dropping statistic from former Google CEO Eric Schmidt at the Internet Advertising Bureau (IAB) Annual Leadership Meeting. Schmidt said that YouTube has reached 200 million playbacks of video content, on mobile devices…(first jaw drop), every day (second jaw drop).

With the explosive growth of iPad and the continued adoption of smartphones, it is clear to Weise Communications that mobile is rapidly becoming the primary device used to access the internet. For marketers, it will be crucial to influence organizations to incorporate SEO practices in mobile sites.

Technological advancements in location-based search and integrated social search results will impact how people use mobile search and how browsers deliver results. In order to increase traffic to mobile pages, it is essential for companies to leverage mobile SEO practices in order to increase traffic and provide a better user experience.

I recently attended a mobile marketing roundtable co-hosted by Alex Valderrama and Greg Olson of Growl, a Denver-area mobile marketing agency. They presented three mobile SEO tips that are necessary to consider:

1)     Create a mobile specific landing page that detects the device the person searching is using and make sure you integrate mobile into traditional website strategy. People using the mobile gateway will not replace the traditional desktop search; instead, it helps reach new customers and sets you apart from the competition.

2)     There is no rule that you must have a robust mobile site, instead, start small. First, launch the mobile site as a web app rather than native app. Then, measure results and grow the mobile site. Most importantly, have a share button on every mobile thing that you do.

3)     Whether or not you are targeting mobile users, people are looking at your site on a mobile device. The quickest solution is to create a landing page with basic information that a mobile users wants: hours of operation, location and directions, etc.

At the same IAB meeting, Mr. Schmidt also shared that 78 percent of smartphone owners use their phones while they shop. “This is the future and everyone will adapt,” Schmidt said. “Because people are fundamentally better off with a better, smarter and more empowered customer.”

I’ve even downloaded the Red Laser app. I use this app shopping all the time, I scan the barcode of an item and this app provides results of nearby places also selling the same item and the price they charge. Red Laser has already saved me money.

Let us know if you’ve joined the mobile revolution, are you using your smartphone or iPad to access the internet more than your desktop? Has your company adopted a mobile SEO strategy? Share your thoughts here, on our Facebook page at Weise Communications, or message us on Twitter at @Weise_Ideas.

17
Aug
11

Can Mobile Technology Help Create a Better Health Care System?

By Heather Horsey 2 Comments
Categories: Health and Wellness, Health care marketing, healthcare, healthcare marketing, Mobile advertising and mobile marketing
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Mobile technology could help reform health care and change the way illness is treated all over the world.

One of the most important things is how mobile applications could change the health care systems focus on reactive care and treatment to preventative strategies. If health care could focus on prevention, then less time would be spent on immediate treatment in hospitals and doctors’ offices, cutting costs of health care significantly. This is especially important for developing nations, given the ratio of doctors to patients is significantly lower than that of developed nations.

Along with a more preventative approach, mobile technology could help distribute the responsibilities. Allowing people to have help at there figure tips and not have to run the nearest hospital.

Four tips to begin mobile technology focused health care are:

  1. Getting Comfortable with Non-Clinical Sources
    Patients sharing with patients could be a huge untapped community. While doctors and nurses may not feel it is appropriate to share due to potential privacy violations, patients could share with each other.
  2. Build Tools to Support
    Create tools to remind patients of vaccinations dates, appointments, or preventative visits. Build this into your practice now
  3. Find Systems that are Working to Support People, then Build on Them
  4. Start Small and Learn Your Way to the Right Solutions Through a Deep Understanding of Patient and User Context

The biggest hurtle for mobile health care technology is existing regulatory and reimbursement structures in place, especially in the U.S. It may take a while for mobile health care to take off, but being ready for adopting is key since it may be one of the greatest outlets for improving patient care and costs.

How do you think mobile technology will impact health care? We’d love to hear from you.

16
May
11

The New Marketing Reality: A Real World Matrix A look at Augmented Reality

By Tracy Weise Leave a Comment
Categories: Ads, Augmented Reality, Business Strategies, business to consumer, Creative, Marketing, Mobile advertising, mobile marketing and Uncategorized
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Augmented reality (AR) is a revolutionary technology transforming how users and advertisers interact and engage with the surrounding environment. According to John Havens, EVP of social media at Porter Novelli, “AR is the GPS of your life,” that could possibly turn every landscape into a screen of information, promotions, and advertising. Augmented reality has the potential to greatly impact the lives of users and the marketing capabilities of advertisers.

Augmented reality is the combination of real world and computer generated data that functions to enhance current perceptions of reality. Virtual reality uses technology to transform real world surroundings into a simulated environment that is bursting with information. The technology allows the surrounding real world to be digitally manipulated and enhanced.

For example, Valpak  recently announced its new augmented reality coupons. With a phone application called Junaio, users are able to interact and view the world around them in a new way. By simply typing in a key word, entering a distance parameter or holding up an enabled smartphone, users are presented with virtual information and coupons redeemable at surrounding establishments.  The information presented is in real time and allows users to intermingle and examine the world around them. Although the Valpak application only offers information pertaining to businesses with relevant specials or coupons, the future of augmented reality is immense.

The life changing technology offered by augmented reality will continue to evolve the way users and advertisers interact with consumers. With facial and object recognition, AR allows users to screen their surroundings with more than just the naked eye. Imagine a world where users can hold up smartphones and suddenly know the names or marital status of every stranger surrounding them on the street or the detailed information pertaining to logos and storefronts within the vicinity. This application will act as an advanced screening tool that will transform not only how users perceive their surroundings but also how they make decisions based on information provided.

As LG and Wikitude prepare for the release of the new Wikitude 3D Augmented Reality Browser (which will be available later this summer), advertisers should be prepared to interact with potential customers in a whole new light.

With this technology, every terrain presents a new possibility of connecting with users. For example with object recognition, a logo is now much more than just a symbol to promote a brand. Logos will be virtually screened and will allow users to know pertinent information pertaining to specials or close-by locations.  Augmented reality has the possibility to turn every street, building, sign, vehicle and environment into sources for information, promotions and advertisements. The possibilities will be endless.

How do you feel augmented reality will impact the lives of users and/or advertisers? Share with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

04
Mar
11

Social Media is the driving force behind online culture

By Mark Plumb Leave a Comment
Categories: Advertising, Apps, Business growth, Business Strategies, Facebook, Foursquare, Linked In, LinkedIn, Marketing, Mobile advertising, mobile marketing, Social Media, Social Networking, Twitter and Uncategorized
Tags: , , , , , , , , , , ,

One of the latest trends impacting social media is tagging an online status with a symbol. For example, the symbol to the right is the Super Mayor symbol for Foursquare, which is a special shout-out for holding down 10 mayorships at once. The symbol signifies to peers that someone made an online contribution or maintains a level of online popularity.  These online status symbols acknowledge actions and are becoming more desirable to achieve.

Initially, online status comes in the form of the number of LinkedIn connections, Facebook friends or Twitter followers. I’ll admit there is a little friendly competition among my friends to reach milestone numbers or connect with certain groups so their logo appears on the profile page.

But, Foursquare comes along and takes online status to the next level by tying it to achievement.  There is an establishment next door to our Denver offices where I am determined to be the mayor. I’m afraid that I might be spending a little too much time and money at that location to become the mayor, but that is the goal of location-based marketing.  If retail locations can encourage consumers to make every effort to obtain online status and tie status to transactions – it’s a win-win.  One retailer that understands the power of online status is Arby’s. Last November, Arby’s held a Foursquare promotion in which mayors of 37 locations from Evansville, Ind., to Huntsville, Ala., earned reserved seats at actual “Mayor’s tables.” The mayors received 50 percent off meals and Arby’s tested new products on this group.

As social media evolves, the lines between ‘real world’ and online can get blurred.  One example is the website Nerd Merit Badges which offers Foursquare symbols as a round 1.5” patch. You’ll see this patches adorn purses, backpacks, hats, etc. Further evidence of this ‘real world’, ‘online world’ crossover includes Crowded Ink, users can create a coffee mug adorned with profile pictures of Facebook friends or Twitter followers.  These images are some of my Facebook friends.

For marketers, keeping up with the cultural, intellectual, ethical and spiritual climate within groups of influencers gives your product or service an opportunity to be cutting edge.  As a part of an integrated marketing plan, consider supplying your social network with an online status symbol that displays their achievements with your company.

Tell us if you think embracing online status symbols improves social media marketing or if you think it’s just a fad. Share your ideas with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

 

25
Feb
11

Success in location-based social media is all about influence

By Mark Plumb Leave a Comment
Categories: Advertising, Communications, Foursquare, Marketing, Mobile advertising, mobile marketing, Social Media, Twitter and Uncategorized
Tags: , , , , , , , ,

In the summer of 2010, Forrester Research released a study that found only 4 percent of U.S. adults have used location-based mobile applications like Foursquare.

However, the demographic make-up of these early adopters is highly desirable to many marketers. Eighty percent of location-based service users are male and 70 percent are between 19 and 35 years old, having bachelor’s degrees or higher. Even more importantly, Forrester found these location-app users to be influential.

  • More likely to say friends and family ask their opinions before making a purchase
  • More receptive to mobile coupons/offers
  • More likely to research products and read customer reviews on their phone before making a purchase

In the world of social media, influence is king. As this group increases in size, its sphere of influence grows exponentially.

In April 2010, Twitter said 37 percent of its usage came from mobile phones. Analysts believe this number will be much higher today as people use Twitter to reveal aspects of their daily lives. As mobile social usage increases, the influence also grows. Once Twitter starts allowing users to claim venues, through Twitter Places, where tweets originate, location-based services will really take off.

“We are not looking to duplicate the functionality of Foursquare and Gowalla,” said Twitter CEO Evan Williams. “When you are tweeting about a place, it is kind of a check-in, but we are more interested in the content about that place.”

Forrester Analyst Melissa Parrish believes that “male-oriented brands should forge the way with location-based services and other marketers should hang back until these apps get bigger audiences.”

As adoption of Foursquare and other location-based social networks are growing the value will only rise. For marketers, it is important to consider that the sooner you get involved, the faster your network gains influence and the greater likelihood that you’ll reap benefits from leading-edge platforms.

Let us know if you’ve adopted location based social media and your successes. Share your thoughts with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

16
Dec
10

Five Social Media Trends for 2011 and Beyond

By Mark Plumb Leave a Comment
Categories: Advertising, Business Strategies, Communications, Facebook, Foursquare, Marketing, Mobile advertising, Privacy, QR Code, Social Media, Social Networking, trends and Twitter
Tags: , , , , , ,

Previously, we shared five marketing trends for 2011.  With social media being such a huge component of integrated marketing programs, we thought we would drill down on social media trends. Here are five social media trends for 2011 courtesy of Weise Communications.

1. With the rapid adoption of smart phones, QR Codes will explode in the U.S.

The QR (quick response) code can direct a user to Internet content.  To the right is the QR code for The Side Note.  If you have an application such as NEOReader or RedLaser open on your smart phone and take a picture of this image, our blog will open on your smart phone.  Cool huh?

Mainstream adoption of QR codes appears to be starting.  OnStar and AXE Shower Gel have created traditional magazine ads and incorporated QR codes. For these codes to truly hit the mainstream, people will have to know what to do when they see a QR code, the content must be rewarding and engaging.  Also, advertisers must resist the temptation to let the QR code stand alone. Consumers need to have some expectations about the content they are going to access.

Yamanashi Prefecture has taken the QR code content to another level by producing headstones with QR codes embedded in them. The “Memorial Service Window” enables visitors to scan the QR code and get pictures, videos and other information on the deceased. It also keeps a log of each time the code was scanned so family members can know when relatives visit the gravesite.

2. Location-based marketing will take on more prominence

Services like Foursquare and Gowalla use smart phones geo-location capabilities to let users notify others of their locations by “checking in” to that location.  Marketers will develop more innovations to drive traffic to retail locations.  One that we really liked was a Foursquare promotion in which mayors of 37 Arby’s locations from Evansville, Ind., to Huntsville, Ala., get reserved seats at “Mayor’s tables” and 50 percent off meals.

This is a great example of how location-based marketing will become wildly successful.  It will get more narrowly focused. People are more likely to use like Foursquare and Gowalla when they believe they will receive special treatment and can point to a specific value from participating.

3. Wikileaks is a pre-cursor to a new wave of privacy concerns

One of the side effects of Wikileaks, and the rapid explosion of released classified information disseminated through Wikileaks related social media, is that companies will tie social media information and interactions with the desire to keep certain information out of public forums.

Wikileaks has spawned new social business intelligence companies. These companies are working on the ability to effectively obtain and combine mobile, online and tangible information in ways that will identify information about a person or a business that is more accurate than having someone’s Social Security number.  Before this begins to sound like the ramblings of a conspiracy-theory freak, the trend we see on the horizon companies being more vigilant about data privacy in social media.

4. Measuring social media effectiveness will NOT solely be based on ROI

Retweets, fans and likes are not reflected on an income statement however, it does not mean that they are without value and merit. Marketers will have to push the C-Suite to recognize the value of these indicators beyond the bottom line.

Forrester research reveals that most companies don’t know how to determine the ROI of social media and offers a balanced marketing scorecard that incorporates customer attitude shifts about a brand and the ability to respond in a crisis.

5. Twitter figures out how to monetize the service

Twitter failed with Early Bird and is having mild success with promoted tweets, but we think Twitter will finally realize the secret of their service is…that they are a search engine.  Here are a few suggestions that Twitter can implement to start generating serious income:

  • Allow an auction/bid process for keyword purchases
  • Deliver targeted ads based on search terms
  • Deliver targeted ads based on tweet history

We also wonder if Twitter will give companies the opportunity to purchase followers.  How would those on Twitter choose to opt-in? Could the Twitter account holder share in the revenue? If your bought, can you ‘unfollow’?

Tell us what social media trends you see taking off in 2011. Share your ideas with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

 

 

24
Sep
10

Taking mobility in a different direction

By Mark Plumb 1 Comment
Categories: Creative, Marketing, Mobile advertising, mobile marketing and trends
Tags: ,

Tired of dealing with that cumbersome keyboard? Does it keep you tethered to your desk?  Dutch designer Erik De Nijs has the solution for you. He has combined fashion with function to come up with Keyboard Pants. We have a concern that repeatedly hitting the spacebar in mixed company would become a faux pas.

The wearable peripheral is Bluetooth enabled, has integrated speakers and a pocket designed for travel-sized mice.

It appears to be a perfect accompaniment to the WiFi Detector Shirt.  This shirt alleviates the frustration of opening your laptop to determine if there is WiFi availability.

These two “inventions” may be some of the best commercials for Smartphones.

In the near future, mobile phones will combine voice and text communication functionality with that of PCs, TVs, personal navigation systems and other sophisticated software to browse the Internet. As consumers become more proficient in using Smartphones, they will demand applications they can access on the go.

Going mobile continues the trend that has seen communications move from voice conversations to Short Message Standard (SMS) texting, e-mail, social networking and instant messaging. Accessing this technology on the go is simply the next step.

Tell us if you have any success leveraging mobility into your marketing efforts.  You can find Weise Communications on Facebook and follow @Weise on Twitter for more updates.

09
Aug
10

QR codes: The next revolution for mobile marketing?

By Mark Plumb 21 Comments
Categories: Ads, Advertising, commercials, Marketing, Mobile advertising, mobile marketing, QR Code and Uncategorized
Tags: , , , , , ,

Calvin Klein has become one of the first brands in the U.S. to incorporate QR coding into their advertisements in hopes of integrating upcoming campaigns and engaging customers in mobile marketing.

A QR code is a square configuration of blocks specifically placed to identify a particular website when scanned by smart phones. Similar to bar codes, the QR code is photographed on a mobile phone, scanned and read by a mobile application, directing viewers to specific information, or in Calvin Klein’s case, a video advertisement.

Check out this story from the BBC with the first QR code application in Europe to get a demonstration of how QR codes work.

QR coding originated in Japan and has proven successful abroad, but has yet to be fully integrated into advertising in the United States. Calvin Klein placed this billboard in NYC and LA testing the effectiveness of QR coding in hopes of energizing traditional and digital consumerism at home.

Click on the image below to see the video for this QR code. The video is an ad promoting Calvin Klein’s skinny jeans X.

(Fair warning that the ad is racy/sensual and intended for mature audiences.)

QR codes allow companies to reach target markets while “on-the-go” creating brand activation. The question is where QR codes will take, not only mobile marketing, but also more mainstream advertising in the future? Will we see QR codes on billboards across the nation, on sales collateral, or even on business cards – linking to a video about yourself?

Wayne Sutton, author and business development strategist (pictured below) has already incorporated QR codes on his articles.

Let us know where do you think QR codes will take us in the future. Thanks to Lucas Niederer for contributing to this blog posting.

For more information on how QR codes can be used to better your business and improve your ROI, visit weiseideas.com.

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