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Front Page, Industry News
THE BRIEF: Mobile Marketing – Construction ahead
Wednesday August 03rd 2011“We have to think about communications today as an eco-system: interconnected, always-on, living, and constantly evolving.” Heather MCulloch* Consumers want intimacy with their brands. They want to know that what they buy is compatible with “who they are.” And so they open-heartedly invite brands into their lives, and enable their mobile phones to integrate with the rest of their digital universe – their emails, social networks, even their Facebooks, thus offering marketers a tidy consumer database that can be used strategically to help brands at every point in the purchasing path. And that makes mobile media appear just a little bit closer to the sweet spot than - say - purchasing time on House. Not only does it promise house calls for online shopping, using websites, promotions, coupons, events and everything other marketing creation up its sleeve, but mobile media delivers even more; It delivers out-of-house calls too. Point-of-purchase calls which promise to enliven retail as new mobile apps behave more and like “I have an uncle in wholesale.”
Mobile marketing can steer brands in the right direction.
“At the in-store stage, studies say two of three (66%) purchase decisions are made at shelf. This is a significant opportunity for brands to use mobile bar codes on packaging and POS displays to push digital coupons and specialized information to their target’s cell phones. Once on their shopper’s phone, brands will live on in the pockets of their consumers, and easily be able to follow up with post-store communication.”*
For consumer product goods, (CPG’s) smartphones are brilliant.
Smartphones make the shopping experience incredibly emmersive. They are equipped with a chip that can pick up UPC codes and scan mobile bar codes. “According to digital CPG, barcode scanning was up 700% in 2010 – with health and beauty products the most popular items scanned, followed by groceries and books… New bar code technology also offers CPGs the chance to provide a more absorbing in-store experience. Scanbuy offers a platform that enables CPGs to quickly create fully branded, mobile formatted content through product packaging. Consumers can instantly access information from recipes to nutritional information to coupons for the product they are considering in the store… This trend offers an opportunity to provide consumers with both more product information and a richer in-store experience…
The food industry presents especially significant prospects to utilize mobile technology. In a recent study, 56% of participants expressed a primary information need relating to product information (health, food origins, organic, farming practices, food safety or ingredient), while 31% desired information that was logistical in nature (location in store, price, or inventory). Interestingly, 43% of participants suggested a mobile phone solution.”*
Mobile marketing is there but not quite… yet.
Imagine if Sony, Panasonic and Hitachi didn’t share the same technology? Columnist, Kunar Patel put it this way in Adage.com, “The problem: too many isolated solutions that work for specific ad networks, apps or devices, not enough connective tissue to make it possible to make one ad, with one means for measurement, that can run in multiple places.”*
So it looks like we’re looking at what’s now and what’s coming. And to The Brief it looks like a caution to leave my smartphone at home when I go out to shop. Because as counter-culture as it sounds, I like to shop for groceries when I’m hungry. And I love every moment of mentally grazing among the fresh fruits and vegetables, checking out what’s exotic and yummy, and trying out new stores from Loblaws to Kensington to the St. Lawrence Market. And most of all I enjoy the thrill of the hunt for deals.
That said can you believe chicken is now a delicacy and parsley a side dish? Is it too late to buy into that Dealicious deal I saw online? Do you mind if I borrow your cell phone?
Sources
- Canadian Marketing Association, “The Inflection Point Upon Us” by Heather McCulloch, June 6, 2011 http://www.canadianmarketingblog.com/archives/integration/* Heather Magnussen http://www.shoppergtech.or/SM04111.html
- Marketing Magazine, “What’s Next for Local Marketing in Canada” by Matt Semansky, July 29, 2011 http://www.marketingmag.ca/news/marketer-news/from-the-aug-1-issue-whats-next-for-local-marketing-in-canada-33215
- Adage.com, “Why the Pipes Are Broken in Mobile Advertising” by Kunar Patel, August 1, 2011 http://adage.com/article/digital/pipes-broken-mobile-advertising/228954/
Front Page, Industry News
THE BRIEF: Mobile Marketing – Construction ahead
Wednesday August 03rd 2011“We have to think about communications today as an eco-system: interconnected, always-on, living, and constantly evolving.” Heather MCulloch* Consumers want intimacy with their brands. They want to know that what they buy is compatible with “who they are.” And so they open-heartedly invite brands into their lives, and enable their mobile phones to integrate with the rest of their digital universe – their emails, social networks, even their Facebooks, thus offering marketers a tidy consumer database that can be used strategically to help brands at every point in the purchasing path. And that makes mobile media appear just a little bit closer to the sweet spot than - say - purchasing time on House. Not only does it promise house calls for online shopping, using websites, promotions, coupons, events and everything other marketing creation up its sleeve, but mobile media delivers even more; It delivers out-of-house calls too. Point-of-purchase calls which promise to enliven retail as new mobile apps behave more and like “I have an uncle in wholesale.”
Mobile marketing can steer brands in the right direction.
“At the in-store stage, studies say two of three (66%) purchase decisions are made at shelf. This is a significant opportunity for brands to use mobile bar codes on packaging and POS displays to push digital coupons and specialized information to their target’s cell phones. Once on their shopper’s phone, brands will live on in the pockets of their consumers, and easily be able to follow up with post-store communication.”*
For consumer product goods, (CPG’s) smartphones are brilliant.
Smartphones make the shopping experience incredibly emmersive. They are equipped with a chip that can pick up UPC codes and scan mobile bar codes. “According to digital CPG, barcode scanning was up 700% in 2010 – with health and beauty products the most popular items scanned, followed by groceries and books… New bar code technology also offers CPGs the chance to provide a more absorbing in-store experience. Scanbuy offers a platform that enables CPGs to quickly create fully branded, mobile formatted content through product packaging. Consumers can instantly access information from recipes to nutritional information to coupons for the product they are considering in the store… This trend offers an opportunity to provide consumers with both more product information and a richer in-store experience…
The food industry presents especially significant prospects to utilize mobile technology. In a recent study, 56% of participants expressed a primary information need relating to product information (health, food origins, organic, farming practices, food safety or ingredient), while 31% desired information that was logistical in nature (location in store, price, or inventory). Interestingly, 43% of participants suggested a mobile phone solution.”*
Mobile marketing is there but not quite… yet.
Imagine if Sony, Panasonic and Hitachi didn’t share the same technology? Columnist, Kunar Patel put it this way in Adage.com, “The problem: too many isolated solutions that work for specific ad networks, apps or devices, not enough connective tissue to make it possible to make one ad, with one means for measurement, that can run in multiple places.”*
So it looks like we’re looking at what’s now and what’s coming. And to The Brief it looks like a caution to leave my smartphone at home when I go out to shop. Because as counter-culture as it sounds, I like to shop for groceries when I’m hungry. And I love every moment of mentally grazing among the fresh fruits and vegetables, checking out what’s exotic and yummy, and trying out new stores from Loblaws to Kensington to the St. Lawrence Market. And most of all I enjoy the thrill of the hunt for deals.
That said can you believe chicken is now a delicacy and parsley a side dish? Is it too late to buy into that Dealicious deal I saw online? Do you mind if I borrow your cell phone?
Sources
- Canadian Marketing Association, “The Inflection Point Upon Us” by Heather McCulloch, June 6, 2011 http://www.canadianmarketingblog.com/archives/integration/* Heather Magnussen http://www.shoppergtech.or/SM04111.html
- Marketing Magazine, “What’s Next for Local Marketing in Canada” by Matt Semansky, July 29, 2011 http://www.marketingmag.ca/news/marketer-news/from-the-aug-1-issue-whats-next-for-local-marketing-in-canada-33215
- Adage.com, “Why the Pipes Are Broken in Mobile Advertising” by Kunar Patel, August 1, 2011 http://adage.com/article/digital/pipes-broken-mobile-advertising/228954/
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Front Page, Industry News
THE BRIEF: Mobile Marketing – Construction ahead
Wednesday August 03rd 2011“We have to think about communications today as an eco-system: interconnected, always-on, living, and constantly evolving.” Heather MCulloch* Consumers want intimacy with their brands. They want to know that what they buy is compatible with “who they are.” And so they open-heartedly invite brands into their lives, and enable their mobile phones to integrate with the rest of their digital universe – their emails, social networks, even their Facebooks, thus offering marketers a tidy consumer database that can be used strategically to help brands at every point in the purchasing path. And that makes mobile media appear just a little bit closer to the sweet spot than - say - purchasing time on House. Not only does it promise house calls for online shopping, using websites, promotions, coupons, events and everything other marketing creation up its sleeve, but mobile media delivers even more; It delivers out-of-house calls too. Point-of-purchase calls which promise to enliven retail as new mobile apps behave more and like “I have an uncle in wholesale.”
Mobile marketing can steer brands in the right direction.
“At the in-store stage, studies say two of three (66%) purchase decisions are made at shelf. This is a significant opportunity for brands to use mobile bar codes on packaging and POS displays to push digital coupons and specialized information to their target’s cell phones. Once on their shopper’s phone, brands will live on in the pockets of their consumers, and easily be able to follow up with post-store communication.”*
For consumer product goods, (CPG’s) smartphones are brilliant.
Smartphones make the shopping experience incredibly emmersive. They are equipped with a chip that can pick up UPC codes and scan mobile bar codes. “According to digital CPG, barcode scanning was up 700% in 2010 – with health and beauty products the most popular items scanned, followed by groceries and books… New bar code technology also offers CPGs the chance to provide a more absorbing in-store experience. Scanbuy offers a platform that enables CPGs to quickly create fully branded, mobile formatted content through product packaging. Consumers can instantly access information from recipes to nutritional information to coupons for the product they are considering in the store… This trend offers an opportunity to provide consumers with both more product information and a richer in-store experience…
The food industry presents especially significant prospects to utilize mobile technology. In a recent study, 56% of participants expressed a primary information need relating to product information (health, food origins, organic, farming practices, food safety or ingredient), while 31% desired information that was logistical in nature (location in store, price, or inventory). Interestingly, 43% of participants suggested a mobile phone solution.”*
Mobile marketing is there but not quite… yet.
Imagine if Sony, Panasonic and Hitachi didn’t share the same technology? Columnist, Kunar Patel put it this way in Adage.com, “The problem: too many isolated solutions that work for specific ad networks, apps or devices, not enough connective tissue to make it possible to make one ad, with one means for measurement, that can run in multiple places.”*
So it looks like we’re looking at what’s now and what’s coming. And to The Brief it looks like a caution to leave my smartphone at home when I go out to shop. Because as counter-culture as it sounds, I like to shop for groceries when I’m hungry. And I love every moment of mentally grazing among the fresh fruits and vegetables, checking out what’s exotic and yummy, and trying out new stores from Loblaws to Kensington to the St. Lawrence Market. And most of all I enjoy the thrill of the hunt for deals.
That said can you believe chicken is now a delicacy and parsley a side dish? Is it too late to buy into that Dealicious deal I saw online? Do you mind if I borrow your cell phone?
Sources
- Canadian Marketing Association, “The Inflection Point Upon Us” by Heather McCulloch, June 6, 2011 http://www.canadianmarketingblog.com/archives/integration/* Heather Magnussen http://www.shoppergtech.or/SM04111.html
- Marketing Magazine, “What’s Next for Local Marketing in Canada” by Matt Semansky, July 29, 2011 http://www.marketingmag.ca/news/marketer-news/from-the-aug-1-issue-whats-next-for-local-marketing-in-canada-33215
- Adage.com, “Why the Pipes Are Broken in Mobile Advertising” by Kunar Patel, August 1, 2011 http://adage.com/article/digital/pipes-broken-mobile-advertising/228954/
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