Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more
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5 Top Trends in Mobile Marketing 2013
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Posted in Ad Networks, Ad Serving, Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Social Media, Wireless, Word of Mouth | 1 Comment »
Top 5 'Non-Digital' Digital Initiatives 2012 (Video)
This is a little different than our other Tops lists for 2012 – a list of digital promotions that didn’t
involve consumers interacting with any kind of screened device, mobile or otherwise.
Here, the interface may be your voice, your body or your brain. All that matters is the fun.
5. Honda’s Life Size Paper Model of Its New Car
Sure it’ll crumple in a crash. But I hear it’s very light and picks up speed in a stiff wind.
4. Mini ID’s Your Driving Style & Offers You A Cup of Joe to Match
Crazy ass drivers get an industrial-strength espresso, while slow pokes may get a mild Americano.
3. VW’s ‘Up!’ Care Powered by Cheers (tie)
How many miles-per-cheer can you get with the Volkswagen up!?
2. Fridge Magnet Orders Pizza for You
What's not to love about a fridge magnet that orders your favorite pizza when you push it?
1. Coca-Cola Amplifier: Magazine Ad Turns into a Speaker System for Your iPhone
Bringing whole new meaning to the term “plug and play.” Yes, it does involve a mobile screen, but the promotional device itself is print. Brilliant (see video above).
Tags: advertising, branding, coca-cola, coke, digital, dooh, honda, magnet, marketing, mini, ooh, pizza, red, tomato, up, volkswagen, vw
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Wireless, Word of Mouth | No Comments »
Top 10 Branded Promotional Games 2012 (Video)
Brands got serious about fun and games this year - on a number of different platforms.
Among the trends we liked this year - promotional games that bridged the digital and the physical, without requiring consumer devices to play. Not that we wouldn't be amped to try Google's Ingress augmented reality game if we get the chance. And Ingress aside, Google made our list this year, along with several major brands.
One interesting note: Many of our top pics this year mixed so many elements - social, mobile, location and so on - so well, that they made some of our other lists, too.
So without further delate, our list of favorite branded games for 2012. We'd love to know which made your list, too.
10. Google Wants to Rock, Tilt & Roll Your World in New Branded Game
Google wants you to go ga-ga over its new game.
9. Kit Kat Launches GPS-Based ‘Golden Ticket’-style Promo in UK
Kit Kat wants to do a heck of a lot more than just give you a break.
8. Mercedes ‘You Drive’ – A TV Campaign You Drive, Via Twitter
Call it a crowdsourced cliffhanger.
7. Magazine Cover Becomes Interactive Video Game
This is one way to make print relevant in... Read more
Tags: advertising, branded, branding, coca-cola, coke, dooh, Facebook, ford, games, gaming, google, gps, ipad, Kinect, kit-kat, location, marketing, mercedes, mobile, mustang, ooh, solomo, twitter, zero
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Websites, Wireless | No Comments »
Top 10 in Digital Outdoor 2012 (Video)
Is outdoor the new TV?
Thanks to digital, outdoor is quickly becoming that certain "had-to-see-it" element that, if done well, cuts through the clutter in a way most other channels today (digital or otherwise) simply can't.
One remarkable feature of this year's list is how many slots go to Coca-Cola, which simply owns experiential marketing these days. Another is the innovation in vending machines.
Here are our favorite initiatives of the year so far. Let us know if you agree.
10. Nokia Lumia Live Augmented Reality 'Angry Birds' Game
Flip the bird or just get your boogie on. It's all good.
9. Invisible Mercedes Benz
Not so much cutting through the clutter as phasing through it.
8. TNT's Dynamite Street Promo
Technically, the only thing digital here is the activation device. But the results are priceless.
7. Tic Tac's 'Bad Breath'
Kind of like a flash faint than a flash mob. But it's for a good cause.
6. Ford Pinball Park
Pinball wizardry meets the pitfalls of parking on a busy street.
5. 'Axe Anarchy': Outdoor Ads Visible Only If You're Wearing Sunglasses
Attention voyeurs of the world: Has Axe Anarchy have an ad for you.
4. Shafted: Elevator Riders Get Big Surprise from LG
Call it Schadenfreude in the elevator shaft.
3. Coke Zero '007' Vending Machine... Read more
Tags: advertising, anarchy, ar, augmented, axe, bc, benz, branding, british, coca-cola, coke, columbia, dooh, ford, invisible, Kinect, lg, lumia, machine, marketing, mercedes, nokia, ooh, parking, pinball, reality, tac, tic, tnt, tourism, vending, zero
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Word of Mouth | No Comments »
Top 10 Mobile Marketing Initiatives 2012 (Video)
Mobile marketing is so much more than advertising.
As readers of my books THE ON-DEMAND BRAND and BRANDING UNBOUND know, I don’t consider mobile advertising very compelling. So it
won’t come as a shock that there isn't much in the way of pure-play mobile ads in this year’s list of top 10 mobile marketing initiatives.
For me, mobile isn’t about taking an ad model from the old-school Internet – namely a "ad banner" – and plopping it onto a business-card size screen, or even the larger screen of an iPad.
It’s about creating unique and differentiating branded experiences that drive home your value proposition in amazing new ways.
To that end, here are 10 of my favorite mobile promotional initiatives for 2012.
Agree with my list? Disagree? What initiatives would you ad to the list?
Let us know!
TOP 10 IN MOBILE MARKETING 2012
10. Heineken Personalized QR
Code Stickers Become Ice Breakers at Music Festival
Talk about a conversation starter.
9. ‘Dance Cam’ Mobile App
Lets you Create Music Videos on Your Phone
Because there are few things more entertaining (and, often, disturbing)
than watching folks dance on the Xbox Kinect system on games like Dance
Central. So why not mobilize it?
8. Starbucks Brings Mobile
AR to Valentine’s Day
It’s the AR, Cupid.
7. Red... Read more
Tags: 10, 2012, advertising, axe, branding, cam, coca-cola, code, coke, dance, heineken, kat, Kinect, kit, marketing, Microsoft, mobile, project, qr, re:brief, red, shadow, starbucks, tomato, top, volkswagen, vw, wonderbra
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