As Mobile Technology Advances So Does Mobile Marketing. The Result? The Media Business is Evolving With It.
Author: The A Team | Filed under: Marketing
In a relatively short period of time mobile technology has rapidly advanced. The iPhone, Blackberry, and Google Android are smartphones with capabilities unheard of in less than a decade ago. This advancement of mobile technology has changed the way leading brands like Oprah, Coca-Cola and Proctor and Gamble build consumer relationships with mobile marketing as the foundation for growth. In effect, mobile marketing has evolved into a legitimate medium that has given advertisers more options.
The catastrophic decline in traditional media consumption has put media brands at the forefront of mobile marketing usage. Media brands are taking note of the latest trends in mobile marketing and have started to integrate mobile marketing into their publications.
It’s an opportunity for continuous conversations with readers and creates a forum—the content is readily available wherever and whenever people want it. Oprah and her brand are just one organization that has taken note of this recent media trend. Oprah and her team have developed Oprah mobile in order to continuously grow her relationship with her readers, as she will soon be leaving her show. Oprah mobile gives fans to the latest articles from Oprah.com and O Magazine. Simple and easy.
This direct relationship with readers is exactly why mobile marketing continues to evolve and become a desirable medium for media brands. Magazines have to constantly prove their value to readers and brand marketers. Mobile marketing enables them to display their value. As a result, magazines have started to make issues more interactive for readers, transforming their print media into interactive digital media.
Ad Age recently featured an interactive front cover including a mobile bar code to win free admission to Ad Age’s digital conference. The 2D interaction provided by the barcode allows consumers to interact with the print without adding an application. It is a simple and easy way to get content, just what consumers seek. Now interactivity is bringing magazines to life and developing a deeper relationship with editorial and advertising.
Mobile marketing is providing the media business with a concrete solution to the problem of declining media consumption. Now content is accessible on all platforms and consumers are able to access the content they are most interested in. Magazines are able to compete with the Internet as they bridge offline and online consumption with interactive issues. As technology becomes more and more advanced consumers desire a more interactive multimedia experience magazines can now provide.
Although it’s about the size of your pocket, the mobile phone’s possibilities seem endless. The opportunities exist to drive media brands to new heights and media brands are continuing to take advantage of these promising possibilities.
Tags: ad age, media brands, mobile brand marketing, Mobile marketing, smartphone ad
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