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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Integration with other media
Written by Tim Hussain, head of mobile advertising, Sky
As we’ve already seen, mobile provides a fantastic opportunity for reaching a highly engaged audience. From social networking to search, and from display advertising to interactive applications, mobile creates a whole host of ways to engage a consumer. Is it quite easy to run a mobile only campaign? Absolutely. But mobile does not exist in its own universe, or more importantly, our customers do not. If mobile activity is to be used in the most effective way then it should be considered as part of a wider communication strategy.
But why is it so important to integrate mobile activity alongside other, more traditional channels? There are three key reasons:
Firstly, millions of people are accessing mobile content on a monthly basis. And this usage is not happening in isolation to their other media habits. It’s just one part of their day. They’re reading newspapers and checking content on their mobiles at the same time, watching TV and texting to vote. If mobile is not being integrated alongside other marketing then consumers may be exposed to contrasting advertising.
Secondly, media owners are already producing integrated content offerings across many platforms, from newspapers to television stations. A user can watch a TV program or read a newspaper, or go onto the website to watch or read the same content. This same user behaviour we see in the online space is also occurring across mobile content. Users are doing a variety of tasks, such as updating their social networks, reading the latest sports and news information, and watching videos. This activity is happening regularly throughout the day, so as consumers and content owners are integrating their media then marketing can take advantage of these different touch points with an integrated approach.
Thirdly, integration of mobile marketing across more traditional media improves the strength of the communication. As the saying goes “mobile makes traditional media interactive and online, mobile”. This is a powerful opportunity for advertisers. With mobile integrated into a campaign a customer walking past any outdoor advertising can use their mobile to interact and get information immediately. No more trying to remember the advertisement. Or as we’ve seen from TV voting on shows like X Factor, users can interact directly via their mobiles. Why not also do the same for TV advertising and allow people to get information immediately. Texting for more information is a lot quicker than switching on a PC and trying to remember a URL. If you’ve stayed with me so far you should have a better understanding of why integrating mobile is such a good idea. So how do we go about integrating a campaign?
To start with, if we want to get the most from integrating mobile into marketing activity it needs to be considered at the initial planning stages. Whilst mobile as a stand alone medium is a superb opportunity for advertisers it really comes into its own when we consider it as the glue that can enhance the different communication channels.
Take a traditional one-way communication like print. If we incorporate a mobile element at the very earliest stages we can create a way for readers to immediately respond and engage with the print advertisement. This is unique for the medium. They could send a text to get more information, go to a mobile site and watch a video, or get a digital discount voucher and map to the nearest store. The creative opportunities are endless. The great thing is this works just as well for a radio campaign, outdoor, TV, and even online. By planning mobile at the beginning it is easy to increase the effectiveness of every pound spent on advertising, whichever medium it is across.
If you keep an eye out you’ll start to see that this approach of integrating mobile is already occurring. Automotive advertisers such as Audi and Citroen have been some of the earliest adopters. They’ve advertised across mobile internet sites and included mobile call-to-actions throughout their other media; making it easy for consumers to get more information or even book a test drive. We see brands like Coca Cola and Walkers integrating mobile marketing on the side of their products. And the COI are winning awards for their mobile campaigns for the Royal Navy. The opportunity for creating deeper relationships with your customers is ever present.
It’s important to bear in mind that integrating mobile into your marketing activity does not have to be about creating a whole new focus for the activity. It can be about utilizing the unique aspects of the mobile medium to strengthen and extend the core goals and themes of any planned activity, and it does this very well.
As we’ve already seen, mobile provides a fantastic opportunity for reaching a highly engaged audience. From social networking to search, and from display advertising to interactive applications, mobile creates a whole host of ways to engage a consumer. Is it quite easy to run a mobile only campaign? Absolutely. But mobile does not exist in its own universe, or more importantly, our customers do not. If mobile activity is to be used in the most effective way then it should be considered as part of a wider communication strategy.
Why integrate mobile activity?
But why is it so important to integrate mobile activity alongside other, more traditional channels? There are three key reasons:
Firstly, millions of people are accessing mobile content on a monthly basis. And this usage is not happening in isolation to their other media habits. It’s just one part of their day. They’re reading newspapers and checking content on their mobiles at the same time, watching TV and texting to vote. If mobile is not being integrated alongside other marketing then consumers may be exposed to contrasting advertising.
Secondly, media owners are already producing integrated content offerings across many platforms, from newspapers to television stations. A user can watch a TV program or read a newspaper, or go onto the website to watch or read the same content. This same user behaviour we see in the online space is also occurring across mobile content. Users are doing a variety of tasks, such as updating their social networks, reading the latest sports and news information, and watching videos. This activity is happening regularly throughout the day, so as consumers and content owners are integrating their media then marketing can take advantage of these different touch points with an integrated approach.
Thirdly, integration of mobile marketing across more traditional media improves the strength of the communication. As the saying goes “mobile makes traditional media interactive and online, mobile”. This is a powerful opportunity for advertisers. With mobile integrated into a campaign a customer walking past any outdoor advertising can use their mobile to interact and get information immediately. No more trying to remember the advertisement. Or as we’ve seen from TV voting on shows like X Factor, users can interact directly via their mobiles. Why not also do the same for TV advertising and allow people to get information immediately. Texting for more information is a lot quicker than switching on a PC and trying to remember a URL. If you’ve stayed with me so far you should have a better understanding of why integrating mobile is such a good idea. So how do we go about integrating a campaign?
A few pointers on mobile integration
To start with, if we want to get the most from integrating mobile into marketing activity it needs to be considered at the initial planning stages. Whilst mobile as a stand alone medium is a superb opportunity for advertisers it really comes into its own when we consider it as the glue that can enhance the different communication channels.
Take a traditional one-way communication like print. If we incorporate a mobile element at the very earliest stages we can create a way for readers to immediately respond and engage with the print advertisement. This is unique for the medium. They could send a text to get more information, go to a mobile site and watch a video, or get a digital discount voucher and map to the nearest store. The creative opportunities are endless. The great thing is this works just as well for a radio campaign, outdoor, TV, and even online. By planning mobile at the beginning it is easy to increase the effectiveness of every pound spent on advertising, whichever medium it is across.
Moving forward
If you keep an eye out you’ll start to see that this approach of integrating mobile is already occurring. Automotive advertisers such as Audi and Citroen have been some of the earliest adopters. They’ve advertised across mobile internet sites and included mobile call-to-actions throughout their other media; making it easy for consumers to get more information or even book a test drive. We see brands like Coca Cola and Walkers integrating mobile marketing on the side of their products. And the COI are winning awards for their mobile campaigns for the Royal Navy. The opportunity for creating deeper relationships with your customers is ever present.
It’s important to bear in mind that integrating mobile into your marketing activity does not have to be about creating a whole new focus for the activity. It can be about utilizing the unique aspects of the mobile medium to strengthen and extend the core goals and themes of any planned activity, and it does this very well.
