MediaCom: Welcome to the Year of Mobile - Steffen Krabbenhoft

After years of hype mobile marketing is finally poised to take off in 2011 as major brands like Buick Disney and Diageo dial it upWhile skeptics are quick to point out that every year for the past five years has been dubbed the quotyear of mobilequot I39m confident to say that in 2011 after all the hype mobile marketing will finally take offWe are entering the Era of Mobile a time when no selfrespecting marketing message will be lacking elements designed to reach consumers via our cellphonesAlmost every message in traditional media will effectively become a portal to the mobile channel Actually it is not so much the era of mobile as it is the era of mobile integrationMarketer confidence in the medium is high In North America research by Advertiser Perceptions revealed that marketer optimism in mobile was higher than for online marketing in generalMediaCom39s projections show the number of global mobile Internet users will reach 1billion by the end of 2011 up from 09 billion in 2010The explosion in appenabled devices will shift key activities such as shopping email and banking from the PC to the tablet or mobileEven the big social networks are affected In markets such as Scandinavia and Japan online computerbased usage is dropping as fans start to access social media sites such as Facebook via their mobile phones Figures from Gartner for Mixi in Japan show that just 16 of monthly page views were via static PCs in 2010The rollout of 4G technology around the world will speed up services but frankly a decent 3G connection already lets you watch video amp8211 hence the massive growth in data traffic increasing from 180200K terabytes globally in 2010 to over 500K terabytes in 2011For advertisers success will depend significantly on the ability to integrate mobile with other channels be it traditional media or even pointofsaleTo this end much attention will be focused on the current tests being run by Buick Disney Diageo TMobile and Delta Airlines in the US with Google GogglesIn this scenario picture and text recognition ability will enable ads to be photographed and recognized thus taking the consumer to a corresponding Web site for the product or companyIntegration can also take the form of couponing which has become massive in the mobile space The mobile channel can be linked to other media via SMS response codes or 2D barcodesTraditional media also gains from integration with video triggered by 2D barcodes from print ads Since March 2011 Home Depot in the US has been using such codes in newspaper ads direct mail and instore to drive consumers to a range of content that includes videos and special offersLocationbased services also make it possible to turn mobile into a point ofsale channel with offers via Foursquare or Gowalla for early adopters and via Facebook Places or Google Latitude amp8211 just launched globally amp8211 for the mass marketIn Denmark MediaCom has just created Seat Chase an augmented reality app integration with Facebook Places By taking three animated characters from the TV commercial and enabling consumers to see them via their mobile screens we were able to get people to follow them right across the country Watch the video clipOne aspect that got particularly good feedback was the fact that the Chase took our target audience to dealerships giving them the chance to see the quotrealquot car as well as play the gameSuch opportunities will inspire marketers to increasingly integrate mobile into more and more advertising campaigns Conversations about digital will automatically include mobileDriven by mobile39s ability to deliver more personal more interactive and more local information instantly we predict mobile investment will account for roughly 510 of total global digital spend by the end of the year compared to the 1015 estimate for 2010 If this happens mobile marketing will finally have a seat at the adult table of marketingSteffen Krabbenhamp248ft is Mobile Director at MediaCom in Denmark and can be reached at steffenkrabbenhoftmediacomdk

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MediaCom: Welcome to the Year of Mobile - Steffen Krabbenhoft

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Steffen Krabbenhøft

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MediaCom: Welcome to the Year of Mobile - Steffen Krabbenhoft

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