Mobile Marketer’s Giselle Tsirulnik shows an example of how luxury brands are connecting traditional media to digital video through mobile engagement. Pongr has activated hundreds of out-of-home, point-of-sale and product packaging advertisements for agencies, brands and publishers looking to make natural consumer engagement an easier, faster process.
Posts Tagged ‘Print Media’
Memo to Doomsayers: Traditional media is floating just fine
It's sink-or-swim in this economy, but traditional media is staying afloat
Media guru Marc Andreessen has some outrageous advice for print publications to boost their readership: commit suicide.
Playing off the tired sinking ship metaphor, he tells TechCrunch.com that newspapers and magazines need to “burn the boats” and that stronger, more powerful Web publications will rise from the ashes.
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Print Media: Everywhere and Nowhere Until Linked to Digital
Are images more pervasive than mobile phones? Definitely. Images, pictures, icons – static and dynamic – they’re all around us in so many shapes and forms. From a marketing perspective, imagery provides a medium through which ideas, emotions and offers can be directed at passersby or readers. The power of image based advertising is nothing new. In fact, for centuries marketers have spent tons of time and money on making image display advertising work effectively. However, Pongr asks if image advertising like print ad media is really doing all it can to take advantage of the opportunity to connect with people in a meaningful way?
Print advertising should be a two-way street when it comes to communicating ideas and emotions with consumers. Unfortunately, the critical feedback loop of communication is almost always lost because there’s been no easy way to quickly and efficiently close the loop on print advertising. Communication is, by definition, a two-way street. Savvy media buyers are embracing the more interactive tools of viral and social marketing on the Internet so they can stretch their marketing dollars and get more bang for their buck. Print media is still an excellent marketing channel when harnessed correctly, but why not take the effort to make it interactive with mobile users and link print advertising to the rest of our digital lives?
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Interactive Print Media Meets Digital World & Integrated Advertising
The words “interactive print media” may sound like an oxymoron, but for some of the most progressive minds on Madison Avenue, making print interactive is a logical and much needed step forward for the entire publishing industry. Print advertisements have always had a place in the the CMO’s repertoire of marketing tactics, and, in the future, the “right” print ads will continue to be as relevant as ever – if not more so.
By “right” we mean that some print advertisements will become critical touch-points linked into a far more integrated campaign strategy involving the Web, social networks, mobile applications, games, media and other forms emerging technologies that are grabbing mind-share from regular people all over the world. Transversely, the “wrong” print ads, or the ones that fail to connect us to other things in the sphere of buying, sharing or creating, will be those stand-alone static pieces that leave us with no actionable thoughts.
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Practical Mobile Marketing In A Transition Consumer Economy
Are we transitioning from a consumer economy to a conservation economy? That is a question being posed by some contrarian economists who suggest that the last 90 years of expansionary American consumerism may be coming to an end. Whether you believe that or not, as a marketer, there is little disagreement that consumer shopping behaviors and patterns are evolving. It’s no surprise that with perpetual access to the Internet, cell phones, social networks, and other advanced consumer “tools” – we are, as a nation and as an interconnected world, expecting more from the brands we choose to spend our money on.
For businesses seeking to make meaningful connections with consumers, we posit that it really doesn’t matter whether the world economy is in a long-term contractionary or expansionary state. What does this have to do with mobile marketing? Well, some things never change – like how you influence consumer decisions and how you promote your business. You go to where the people are, and you provide something of real value. Mobile phones are always on, always in our pocket or handbag, and highly personal. Brands that are smart about how they use the mobile marketing channel will see tremendous rewards to the bottom-line.
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