Mobile Marketing

Since 1973, mobile has evolved from simple voice and text communication (a restrictive marketing medium) to internet enabled smartphones-increasingly dominating consumer’s interaction with organisations (Dadwal 2013) Before the Smartphone phenomenon, internet access was restricted to computers and laptops. Now the internet is portable, consumers have constant access to the web, thus marketers have constant access to them – The digital shop-front has become pocket size.

This year, past barriers to constant mobile internet access are lifted, in the shape of the London Underground launching Wi-fi and black cab Wi-fi imminent. This might see an increase in organisations exploiting augmented reality in advertisement on modes of transport. Augmented reality adds ‘a layer of mobile engage to offline content’ allowing consumers a seamless transition to additional content. (Murphy 2013; Dadwal 2013) See Heat magazine example below:

New 4G technology promising to increase the download speed on our mobile devices–more than seven times faster than 3G. Although EE is the only UK network provider offering 4G at the moment, others are forecast to follow suit in the coming months. This will directly impact mobile marketing – ‘the amount of rich media (e.g. video) advertising offered to mobile users’ is likely to soar. (Hilton 2013)

References

Hilton, J., 2013. Mobile Marketing Trends in 2013. HuffPost Tech. 1 February 2013. Available from: http://www.huffingtonpost.co.uk/james-hilton/mobile-marketing-trends-in-2013_b_2597666.html [Accessed 17 April 2013].

Website Design - Evolution of devices and content

In the past year, there has been an explosion of new digital devices available to consumers, and the unveiling of extraordinary technologies such as flexible phones gave us an insight of what 2013 could have in store for digital. (Lancaster 2013)

(Samsung Flexible Phones)

As a result, we’re all becoming increasingly digitally-engaged, using hand-held internet enabled devices to surf the web, re-defining the digital landscape. (Fiercewireless 2013; Lancaster 2013) One article states that research by Cisco shows, ‘ the rapid growth in internet-connected devices will see them outnumber humans later this year (7bn).’ (Arthur 2013)

The varying shapes and sizes of smartphones and tablets mean there is a proliferation of displays across them, ‘each introducing a new way of interacting with a device.’ (Lancaster 2013) Consequently, organisations need to offer suitable mobile and tablet friendly versions of their websites to maintain ‘tappiness’ - exhibited on a website when it’s easy and enjoyable to navigate on a mobile or tablet device, so consumers wont leave from frustration. (Meyer 2012)

(Website adapted for mobile device)

However, it’s not just the type of device that consumers interact with that is changing, the evolution of the digital landscape also affects the type of content consumers respond positively to. ‘Words may have won Web 2.0, but images and carefully-optimized beauty are capturing the mobile generation’. (Kakura 2013)

The ‘Visual Web’ is taking over.

Pinterest and Intstagram are intimate media for brands to engage with consumers. These social networks and newer websites exhibit design that proves ‘a picture speaks a thousand words’.

                        

 

(ASOS Webpage)                                     (Instagram Page)

References

Arthur, C., 2013. Mobile internet devices 'will outnumber humans this year'. The Guardian. 7 February 2013. Available from: http://www.guardian.co.uk/technology/2013/feb/07/mobile-internet-outnumber-people [Accessed 21 March 2013].

Harbour, S., 2012. Best practices for navigation on the mobile web. Webdesigner Depot. 2 November 2013. Available from: http://www.webdesignerdepot.com/2012/11/best-practices-for-navigation-on-the-mobile-web/ [Accessed 21 March 2013].

Kukura, J., 2013. Monetizing with Pinterest, 'The Google of the Visual Web'. Contributer Report. Available from: http://www.allvoices.com/contributed-news/14382941-monetizing-with-pinterest-the-google-of-the-visual-web

Lancaster, L., 2013. Point, Click, Tap, Swipe, Wave and Speak. 2013 Digital Trends. Available from: http://trends.clickhere.com/point-click-tap-swipe-wave-and-speak/ [Accessed 21 March 2013].

Leonard, K., 2012. The visual web's influence on online retail. lonelybrandblog. 7 November 2012. Available from: https://lonelybrand.com/blog/the-visual-webs-influence-on-online-retail/ [Accessed 21 March 2013].

MacManus, R., 2012. The Trends Of 2012: The Visual Web. readwrite. 27 June 2012. Available from: http://readwrite.com/2012/06/27/top-trends-of-2012-the-visual-web [Accessed 21 March 2013].

Meyer, John., 2013. The Pursuit of Tappiness. UX Magazine. 2 January 2013. Available from: http://uxmag.com/articles/the-pursuit-of-tappiness [Accessed 22 March 2013].

Impact of Borderless Digital Communication on Marketer/Stakeholder Relationship - In the Workplace

With review applications such as trip advisor – 34% social media time spent on mobile apps (Nielsen 2012) - and the constant flow of information, whether it be true or false, of companies available through social networks and blogs etc, the relationship between the marketer and stakeholder has become much less private. 

‘Social media enables consumers to generate and tap into the opinions of an exponentially larger universe… Social media has fundamentally changed the consumer decision journey.’ (Nielsen 2012) It is now less about what the marketer informs the stakeholder with and more about what information the stakeholder can get from outsider.

This increasingly borderless communication not only allows stakeholders access to more information about companies, but also the companies increased access to them. 'Already, HR departments are using social media to connect with job seekers and streamline the application process. Sales teams use social media to generate leads and track clients as they move through the sales funnel.' (Savitz 2012)

Social media is becoming generally considered a more serious business tool. – ‘More than just a means of solidifying your online presence and building a stronger brand, it is an open communication line.’ (Adams 2012) Online fashion retailer ASOS use social media heavily in all aspects of their marketing and have a twitter account especially for careers…

References

Adams, B., 2012. Social Media and the Speed of Communication. Tribute Media. 6 November 2012. Available from: http://www.tributemedia.com/blog/social-media-and-speed-communication [Acessed 14 March 2013].

Nielsen., 2012. The Social Media Report 2012. New York: Nielsen Group. Available from: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf [Accessed 14 March 2013].

Savitz, E., 2013. 5 Ways Social Media Will Change The Way You Work in 2013. Forbes. 11 December 2012. Available from: http://www.forbes.com/sites/ciocentral/2012/12/11/5-ways-social-media-will-change-the-way-you-work-in-2013/ [Accessed 14 March 2013].

Public Relations, Branding & Celebrity Endorsements

Public Relations deal with companies reputation ‘with the aim of earning understanding and support and influencing opinion and behaviour [of it’s consumers]’ (CIPR 2013) Successful PR should therefore build a positive reputation and create a desirable brand image.

Branding establishes a presence and image in the consumers mind to entice consumers and to encourage brand loyalty, differentiating them from competitors. A company's brand often becomes their most valuable asset, think Coca-Cola, Mc Donalds, Nike.

PR and branding both deal with reputation and image of the company. And what better way to increase reputation than have your consumers idols use and promote your brand. - Celebrity endorsements are used widely throughout communications of brands/products.

‘The choice of celebrity and products they endorse can sometimes be a match made in money making heaven.’ (Huffington Post 2012) Celebrities must be carefully selected, as they become part of the brand image, promise and reputation. Some companies are using corresponding social network followers as a guide for choosing celebrities for campaigns. ‘The right celebrity can bring instant credibility to a brand.’ (Forbes 2013) However any bad behaviour or wrong doing by the celebrity could tarnish the reputation of a brand eg Oscar Pistorius after his murder trial was understandably dropped from Nike and Oakley deals.

A recent celebrity endorsement is David Beckham for H&M, directed by Guy Ritchie, only shows the brand at the end and relies on Beckham's constant demand and positive image.

References

Adweek., 2013. David Beckham Sprints Around in His Undies for Guy Ritchie and H&M. USA: Adweek. Available from: http://www.adweek.com/adfreak/david-beckham-sprints-around-his-undies-guy-ritchie-and-hm-147102 [Accessed 7 March 2013].

Chahal, M., 2012. Does your celebrity have the $-factor?. Marketing Week Blog. 27 September 2012. London: Marketing Week. Available from: http://www.marketingweek.co.uk/trends/does-your-celebrity-have-the-factor/4003939.article [Accessed 7 March 2013].

CIPR., 2013. What is PR?. London: CIPR. Available from: http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr [Accessed 7 March 2013].

Forbes., 2013. 3 Ways Startups Can Turn Celebrity Endorsements Into Big Gains. Forbes Blog. 8 March 2013. USA: Forbes. Available from: http://www.forbes.com/sites/theyec/2013/03/08/3-ways-startups-can-turn-celebrity-endorsements-into-big-gains/ [Accessed 8 March 2013].

Warner, D., 2012. Are Celebrity Endorsements The Reason We Only Get What We Pay For?. Huffington Post: The Blog. 23 October 2013. London: Huffington Post. Available from: http://www.huffingtonpost.co.uk/daniel-warner/are-celebrity-endorsement_b_2005644.html [Accessed 7 March 2013].

Innovation Through Technology - Multiscreen Communication

This week I attended the annual CIM Mike Warne Lecture on marketing communications, which had speakers from Headstream and Microsoft.

Headstream spoke about developments of multiscreen and how close future technologies would increase the consumer’s involvement and experiences. As mentioned in the first post, second screen already exists with applications available to corresponding television programmes and adverts. It was brought to our attention that soon technology would recognise us through the technology of smart TV’s building profiles of household members and providing adverts during breaks that would appeal to them. And through recognition of sound of these adverts, consumers handheld devices would automatically bring up corresponding content.

Below shows a previous Red Bull and Shazam collaboration for a second screen advertisement:

Perhaps more exciting and shocking, though, was the video shown by Microsoft (below) of an interactive household, with displays across the walls, surfaces and appliances across their home and offices. Developments in this technology will allow brands to weave their story into not just the consumers activity on devices such as mobile phones, but also part of the consumers every day life; perhaps part of the family...

Brand Effectiveness in Media Landscape & Content Marketing

‘Increasing smartphone and tablet ownership means consumers are accessing brands across multiple platforms.’ (Davidi 2013a) Combined with the constant increase in online social platforms, this means brands are able to extend their storytelling to consumers beyond traditional methods - maximising awareness and enhancing their image.

The evolution of the digital landscape means brands have a better path to their consumers, however this path is also unveiled to other brands. ‘Consumers expect to find brands in the digital space.’ To succeed in the online social sphere ‘the challenge is [for brands to be] part of the conversation.’ (Davidi 2013b) For this to happen effective content marketing is crucial.

 ‘Content is, of course, one of the most powerful ways to engage with and influence anyone. It has been a key tool for marketers since anyone tried to sell anything to anyone. It’s nothing new. Only the hype is.’ (Pearse 2013) Although not a new concept, the opportunities for content marketing have expanded through digital.

It means ‘Providing valuable or intriguing content that either educates the end-user or entertains them, but in a way that indirectly promotes your brand.’ (Hafez 2013) Examples of content marketing below; ‘Bing is for doing’ Flashmob, Innocent smoothie’s blog. One a video intended to go viral – marriage proposal not related directly to Bing and the blog is unrelated to the Innocent product but continues to interest readers enhancing brand image.

References

Davidi, A., 2013a. The Future of Branding - Live Discussion. The Guardian, 11 February 2013. Available from: http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/11/branding-future-consumers-product-live-discussion [Accessed 28 February 2013].

Davidi, A., 2013b. What is the Future of Branding in the Digital Landscape?. The Guardian, 25 February 2013. Available from: http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/25/brands-digital-future-media [Accessed 28 February 2013].

Hafez, A., 2012. 30 Awesome Content Marketing Examples. Celcius. June 2012. Available from: http://raadafyouni.tumblr.com/post/19952759278/30-awesome-content-marketing-examples#_=_ [Accessed 29 February 2013].

Pearse, J., 2013. Why Brands Need to Avoid the Hype Surrounded Content Marketing. The Guardian,  5 March 2013. Available from: http://www.guardian.co.uk/media-network/media-network-blog/2013/mar/05/brands-hype-content-marketing [Accessed 5 March 2013].

Online/Offline Campaigns and Augmented Reality

With the enormous amount of time spent by consumers online, whether via laptop, tablet or Smartphone, it seems crucial for brands to utilize the digital world in their marketing campaigns to succeed. Research company Forrester highlight the importance of digital, predicting ‘digital marketing will lose it’s prefix in 2013’. (O’Reilly 2013)

Online campaigns have advantages in the shape of: wide geographical spread, speed of information, perhaps lower cost, can be updated in real time and can be interactive.

Although these advantages exist, offline campaigning has not been discarded. Online and offline campaigns can be complimentary to one another and increase a brand’s impact, maximizing the consumer’s involvement in the non-digital and digital world.

This consumer interaction should enhance engagement and relationships.

Regarding television, consumers are able to interact through the use of ‘second screens’ (other digital devices; laptop, tablet, Smartphone) with other viewers through social media, for example the Twitter ‘hashtag’. A report from Millward Brown (2013) predicts, however, that in the coming year 'It will not be enough to simply broadcast a hashtag'. 

Augmented reality (AR) campaigns allow the consumer to interact even more so with the brand rather than observe traditional marketing. Brands such as TicTac, Stella Artois and Airwalk have created AR campaigns combining the real world with the digital via consumers devices  – revealing games, directions to products and ‘invisible’ pop-up stores.

Examples are shown in the accompanying videos.

(Business Insider 2013)

However even these examples are slightly dated as the below quote reveals whats next for augmented reality:

                "There is ongoing research to show data on your contact lenses, perhaps eliminating the exclusive need of handheld devices and screens entirely. Imagine having reminders of your meetings for the day display on your windshield, glasses or contact lenses when you walk into your office. This is the promise of augmented reality."                                             (Lancaster 2013)

Example below:

References

Business Insider., 2013. 15 Clever Augmented Reality Campaigns. Business Insider. Available from: http://www.businessinsider.com/augmented-reality-campaigns-2013-2 [Accessed 18 February 2013].

Lancaster, L., 2013. Point, Click, Tap, Swipe, Wave and Speak. 2013 Digital Trends. Available from: http://trends.clickhere.com/point-click-tap-swipe-wave-and-speak/

Millward Brown., 2013. Digital & Media Predictions 2013. Millward Brown. Available from: http://www.millwardbrown.com/ChangingChannels/2012/Predictions/#dp2013-01-header [Accessed 14 February 2013].

O'Reilly. L., 2013. 'Digital Marketing' to become just 'Marketing' in 2013. Marketing Week. Available from: http://www.marketingweek.co.uk/news/digital-marketing-to-become-just-marketing-in-2013/4005302.article [Accessed 14 February 2013].