The decision of where to place your marketing message used to be a no-brainer. Your choices included broadcast, print or in store media placements. It was simple and the media was simple. As the use of the “world-wide-web” became mainstream, online advertising was born. Marketers were able to add banner ads, email marketing campaigns and more to their arsenal of media options. Then just as marketers became comfortable with the options in online advertising, we have seen the emergence of Social Media and Mobile Marketing. And these platforms are evolving at pace never seen before.
It is more important then ever to understand your target audience and where they are spending their time consuming media. It is becoming more and more about the user experience everyday.
Mobile marketing in its simplest form appears as SMS messaging: the user sends a text message to a short code and receives a pre-programmed response from the advertiser. Advertisers have seen the marketing benefits of Mobile Marketing at the point-of-sale influencing purchasing decisions, building consumer relationships, and providing increased consumer intelligence. It is pretty obvious why technology is evolving at such a rapid pace.
Already, Mobile Marketing has evolved from standard SMS messaging techniques to Image Recognition technology. We are also quickly seeing the potential of Augmented Reality in the consumer experience. Take for instance Stella Artois’ Le Bar Guide, where using augmented reality allows a mobile application to overlay the profile of bars surrounding your current location. The recent launch of Apple’s iPad has even further exposed potential Mobile Marketing and its effects on how we look at the very definition of “mobile”, and how advertisers choose to spend marketing dollars. Time, Inc. recently released this video demonstration of how tablets are changing their advertising model.
Mix It Up
And while the world of marketing is ever changing, traditional methods still have a place (Apple’s iPad is advertised on the back cover of my latest issue of National Geographic, after all). Traditional marketing still has relevancy, but it might sit next to some new, technologically savvy neighbors in your annual marketing plan. Proper use and integration of new technologies with older ones will be the key to success.