Tag Archives: mobile marketing

Can’t get enough of Mobile? Win a signed copy of Simon Salt’s Book – Social Location Marketing!

19 Oct

We love our contests here at Copeland and we can’t help but want to spread the buzz around mobile marketing and the opportunities around it.

Copeland contest for free copy of Simon Salt's Social Location MarketingWe recently hosted mobile marketing specialist, national US social media speaker, and author Simon Salt to Victoria.

We are now in possession of three signed copies of his book “Social Location Marketing” which we want to give away randomly in a simple mobile contest.

You can read our review of his book here.

Our pet alligator is full from the last mobile contest so whether or not you win one of the 3 books, we do have a special treat for you just for entering (hinted at below!).

Please go here for contest details.

Good luck!

Canadian mobile usage infographic

 

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Want to meet Simon Salt? Grab your mobile!

6 Sep

Copeland-sponsored Simon Salt tweetup iPhone graphic

Mobile marketing specialist Simon Salt from DallasMobile marketing specialist and author Simon Salt from Dallas will be the guest of honour at a Copeland-sponsored Tweet-up, September 22 from 6 – 8 pm at the posh Parkside Victoria Hotel.

As space is limited – and because, hey, this is about mobile marketing – we are holding a mobile contest to get on the attendees list.

Please go here for contest details.

The first 75 people through will be notified immediately that they’re on the guest list.

The next 75 people will be fed to our pet alligator.

Alligator's eye

Hope we see you on September 22!

6 answers about mobile marketing from Simon Salt

7 Aug

Simon Salt is coming to Victoria September 22.When we were casting about for a mobile marketing heavyweight to come and speak with Copeland and other Canadian ad agencies in our T-CAAN West alliance, I asked previous guest Jay Baer for a recommendation.

He pointed me in the direction of Simon Salt, CEO of Texas agency IncSlingers and author of the recently published Social Location Marketing.

It immediately became clear that Simon was the ideal candidate to up our skill level. So we booked him to do a seminar and workshop September 22, with a Tweet-up for Victoria’s social media crowd to follow.

In advance of his visit, he was good enough to answer some of our burning questions.

Q. Mobile marketing seems to have really taken off in some markets and not in others. India for example is exploding. Where’s North America at?

It is true to say that the emerging markets, typified by countries like India and China, are experience a huge boom in mobile usage. However, it is worth noting that this is primarily in the feature phone space and not the smart phone space. Therefore the type of mobile marketing/advertising is very different than that of North America. The main reason for this is the popularity of pre-paid services in those countries. In the US, contracted phones form the bulk of the market. The introduction at the end of this year of the pre-paid iPhone is likely to have a dramatic shift on the US market demographic for smart phone owners.  It is estimated that by the end of 2011 50% of the US population will be smart phone owners.

Q. Has this penetration reached a point where positive ROIs from mobile advertising are being realized? Any examples?

As mentioned, smart phone penetration is at almost 50% in the US and so mobile advertising and mobile marketing in general is achieving much greater penetration. The use of smart phones has led to a shift in how people are consuming digital information. In countries like the US, social media forms 25% of the data consumption on smart phones. That means sites like Facebook, Twitter, LinkedIn, Google + and photo sharing sites are accounting for a lot of the data. This provides advertisers with definite keys into where ad placement is going to be most effective. Energizer Batteries ran a very successful mobile advertising campaign in conjunction with Toy Story 3. This campaign was app based and targeted mothers. Nearly 14 million impressions were delivered in support of the Energizer Toy Story 3 promotion campaign. Display advertising averaged a .49% click‐thru‐rate. The mobile web destination site visits and mobile application downloads together yielded a large number of impressions.

Q. What area of mobile marketing do you think is currently driving the greatest revenue for ad agencies?

Mobile marketing can effectively be divided into two distinct technology sets – SMS and application. In terms of cross-platform delivery SMS is definitely the more effective as all mobile phones, whether feature phones or smart phones, are capable of receiving and sending SMS messages. However, in-app and in-game advertising can achieve higher levels of engagement because of the nature of the user’s engagement with those platforms. For example, a user playing a game on their smart phone is likely to be spending more time doing that than a user reading text messages – especially if they are ads. However, getting attention and gaining action are two very different things. For an ad to drive a user from one activity – playing a game for example – to doing something else like downloading a new app or clicking on a banner, the messaging has to be both sophisticated and in tune with that user.

Q. What aspect of mobile marketing do you expect to increase in use? In-app advertising? Location-based? In-game advertising?

With the increasing ownership of smart phones I think we will see an increase in application-based advertising. This will also increase the demands on advertisers to become smarter about both their messaging and the payoff for having distracted the user from their initial activity.

Q. There must be resistance from consumers who don’t want to see advertising on their phones. How are smart marketers dealing with this?

The main way smart marketers are dealing with this is ensuring very good targeting. Un-targeted messages have always been a problem for advertisers. The data that is available from smart phones ensures that marketers should be delivering valuable, timely and appropriate messaging. One platform – Tooyoou – actually pays users to view ads – it is early stages to see if this approach will be successful but it certainly seems to have potential.

Q. What’s something about mobile marketing that I wouldn’t know?

86% of mobile Internet users are using their mobile devices while watching TV.

 

Copeland will be hosting the Victoria Tweet-up for Simon at the Parkside Victoria on September 22, from 6-8 pm.

4 obvious truths about mobile use that will affect how you advertise

27 Jul

Sometimes the most obvious are the most overlooked. I wondered how the simple truths we all take for granted about mobile devices would affect the way we market to users. So here goes:

mobile app for DQ restaurant showing location servicesMobile devices are portable. So that means a mobile consumer is closer to the point of purchase than a Mac/PC user. Smart marketers are therefore designing their mobile sites to keep the content focused around a user’s location. For example, restaurants let consumers opt in for their exclusive mobile deal clubs and help them easily access information about restaurant locations and nutritional facts about their food. I’ll have that To Go thanks.

“The restaurant industry is in the midst of being shaped by the convergence of the mobile, always connected, consumer.” sums up this Published Facts writer.

They’re always on. And so are their users. Traditional electronic media metrics that measure the most effective hours to advertise are replaced by grossly more flexible scheduling that prompts according to the user’s activity.  When they use an app they are targeted; when they check-in for dinner, bingo. Sleep offers little haven as users increasingly wake during the night to check their messages. Can’t get back to sleep? There’s an ad for that.

The mobile customer is different. Yay. We’re different! And so are our expectations. Mobile audiences want brands to be instant, portable and personalized. Advertisers should ensure that marketing programs are designed for this medium and are not just whittled down versions of traditional advertising. What’s true for websites is equally so for ad content. A smaller screen demands different treatment with more focus on the offer and the call to action. Creatives may lament the loss of opportunity with the smaller screen, but c’mon: the smaller box has always inspired big thinking.

There is not just one type of mobile customer.  Not everybody with a handheld device is into checking-in on FourSquare, Gowalla or Facebook Places. The strategies you use have to allow for that disparity in activity and go broader. Woo your audience with rich media, applications, in-game advertising or even mobile coupons. And don’t stop there.

Next up on Mobile: A guest post by Mobile Marketing champion Simon Salt.

Simon Salt is coming to Victoria to talk mobile marketing

13 Jun

The stats on mobile marketing are nowhere near online numbers yet. But they’re exploding and advertisers are keen to know about the opportunities.

This article estimates 5.5 million Canadians use their mobile device to access the Internet. It would seem the stage is set for Smartmarketing (trademark pending). But there’s a major caveat:

According to this infographic, 72 % of Smartphone users say they would change service providers if they received third party advertisements on their phone. Ouch.

Infographic showing attitudes towards mobile marketing in Canada

So what are the real opportunities?

To find out more, Copeland is bringing mobile marketing heavyweight Simon Salt of Dallas to Victoria in September to spend a few days with us and help us kick our mobile skills up a few notches.

Simon Salt, InkSlingers CEO and author of Social Location Marketing As the CEO of Texas agency IncSlingers and author of the recently published Social Location Marketing, Simon is the guy other social media big hitters turn to.

As with our Jay Baer workshops last year, we are inviting member agencies of T-CAAN to join us.

Meet Simon at our Victoria Tweet-up

We will also be hosting a tweetup for Simon at a venue to be announced so Victoria’s social media crowd can get to know him.

Stay tuned for a pre-workshop Q & A with Simon on this blog. Got a question for him? Pop it in the comment sections and we’ll put it to him.

A thousand ways to use QR codes

8 Feb

In a nutshell, apps on smart phones are able to read these black and white codes, allowing virtually any traditional form of marketing to easily become a launch pad for a multimedia experience. And it’s all trackable.

That makes the QR code a potent little trojan horse.

> A bottle of wine with a QR code can allow instant access to a video that explains the history of the wine, the winery and the journey of the grape.

> A business card with a QR code can link back to a website, a YouTube video or an about.me profile.

> Outdoor billboards can take you to contest web pages.

> Press ads can take you directly to online sources, where you can share the content on blogs, Twitter, Facebook etc. How’s that for pumping some lifeblood into newspapers.

The list goes on:

> Cinemas can use the codes on movie posters to link to reviews.

> Restaurants can post diners’ comments.

> Street signs can lead you to Google maps for the neighbourhood.

Amazing technology, far from fully exploited. What would you add to the list?

Need a free QR code reader app for your phone? Try this one: