When the editor of Milwaukee Magazine came to talk to our class about their new fully digital magazine edition, I was blown away by the amount of work that went into it. One thing she highlighted was being able to buy merchandise straight from your iphone when you scan the QR code on the magazine. I immediately thought, "who would ever do that?" 

When I buy things, I want to look at it, study it, see if I really want it. I don't have the mind set that some have about online shopping. And for me, buying it from a mobile phone makes it even more risky of a purchase.

Nevertheless, I decided t download the Lululemon shopping app. In my defense, I needed it for research on their mobile brand. I never thought I would actually use it, but I wanted to see if it was effectively laid out.

This is where I started to not act like myself. I loved the app so much, that I talked myself into buying a workout top in order to "test the mobile app." Buying something off of my phone was a weird experience, but also a fulfilling one. The fact that I could do so much, while holding a small device in my hand still excites me. If Lululemon was able to get a consumer like me to buy from the phone, I think they will have tremendous success. The site was easy to navigate, and fun to look around on. I think people will be intrigued by the idea that a few simple steps on a phone can turn into a shopping experience.

I won't make a habit out of buying things from my smartphone, but I am happy that I took the chance and did. This could be the new and popular way to buy what you want!

I am by no means an expert on the subject, but I do know that businesses everywhere are taking notice to this technique. Measuring how many impressions your ad campaign or anything else is making is a huge selling point for clients. I had a recent grad, Matt Hetrick, come to my Media writing class to talk about his work at Branigan Communications. As far as Analytics for their campaigns, he says more and more agencies are creating a separate analytics department within their agency. 

I had no idea that this field even exsisted before talking with Matt that day. Once he started talking about the possibilities that this field could show clients about the work the agency is doing, more people started to raise their hand and get involved in the subject.

Sure, by having an analytics team to show the client how well their ad is doing, they are able to make productive decisions. But in talking to the class about it, I wondered, is it harder to do analytics work for a mobile site?  Is the power of a "like" on Facebook or a retweet on twitter just as valuable when you are on your mobile phone? Is it more valuable than being inside your house on the computer? 

Recently, Facebook has created their own analytics for their site, in showing how advertising with Facebook will create a vast amount of impressions. People are speculating though, that they are magnifying the impressions that are made in order to make them look better. In my opinion, a "like" on Facebook is hardly worth an impression. It is very common to like something, without really taking the time to read it through. Very often, a friend will "beg" you to like a post from work in order for them to get a pat on the bak from their boss. The way that Facebook is using analytics in my opinion, is manipulative and misguiding for a potential client.

In order to answer the question involving the different structure of analytics on mobile, I want to specify it with a company like Facebook. When you are on your phone, are you more or less likely to like or comment on something? For me, I know that unless I feel very strongly about it, I tend to keep to myself when it comes to social media on my phone. Their is something about posting on Facebook when you may not have all the details that is scary.The small screen sometimes inhibits my ability to get the full surrounding story, and I may go back to look at it on my computer to make a more accurate posting.

I know it sounds silly, and I may be the only one who micro-manages things like Facebook and Twitter, but it is an interesting thought. That being said, with my own experience, I see that getting impressions when it is made through a mobile phone is much more meaningful, and in most cases, more engaging!

My dad is not into technology. In fact, he has stooped so low in to even asking me how to send an email. But my dad also is a successful small business owner and he knows if he wants to keep his customers in tune, he needs to be involved in the 21st century. 

When I told him I was taking a Mobile Communications class this year, he was over the moon. "You can help me with my new website!" he explained. The thought of going home for fall break and playing around with his website was dreadful, but I knew one thing. With a website, comes a smartphone that is trying to reach that website. And if my dad's website wasn't mobilely optimized, he was in trouble. I quickly got on my smartphone did give it a look.

Fortunately, he had some help in making the website, and the programmer explained that he made it optimized for a smartphone. I was pleased to see that it fit to the screen and you didn't have to scroll left or right. Unlike the website on the computer though, the links to different pages were not as visible. They were in the same place as the computer, but scaled down. If I were a client, I would find this frustrating because the "meat" of the website was essentially hidden. 

All of the links to the pages did work, but I had to zoom in and out to click on them. The text was small, and needed to be zoomed in as well. These problems could be easily solved, and make for a better experience. One of the best parts of his website is the forum, where clients can comment on the work he has done for them. This is where my dad really shines, and you can see how amazing and passionate he is. I know that when a consumer is on a mobile site, they don't want to go digging. I suggested he put this on the pop-up page, right when people go to his site. 

The reality is, people don't want to go digging on a mobile site, and by making small changes, I was able to talk to his programer, and explain how to make his mobile website more efficient.

http://www.exceleratedlearningsystems.com/?page_id=500 

Whenever I tell people that I am majoring in advertising, they comment on how the industry is suffering due to new technoogies. People can fast forward commercials, readership of magazines and newspaper is down, and it is becoming easier to avoid ads on the web. This puts advertisers is a tricky situation. How do we reach the client in the year 2012? 

That is where mobile advertising comes in. Even more effective, LOCAL mobile advertising. The possibilities in using local mobile are endless, and frankly, it is the new IT thing. So when I read on mobilemarketer.com that local mobile advertising is taking on a slower start than expected, I was stumped. How are these companies not jumping on the opportunity to create ads that go directly to the consumer they are after, without a way for the consumer to avoid it? I guess if I take a step back, I get it. The whole smart phone phenomenon can be scary and confusing for companies that are not familiar with it. Since they have been using the same media outlets for years, they feel comfortable there. But this is NOT the time to be comfortable. Once these companies realize that adopting a new media outlet is key in this changing world, I think the local mobile advertising will sky rocket.

Overall, the research company BIA/Kelsey expects U.S. mobile ad spending to grow from $1.62 billion in 2011 to $9.92 billion in 2016, and locally targeted mobile ads are expected to account for 58 percent of overall mobile ad spending in 2016, up from 41 percent in 2011 (mobilemarketer.com). These number had to be adjusted from earlier predictions in thinking that everyone and everything would be jumping on this band wagon. I do have faith that once the word spreads, the new way of reaching the consumer will spread like wildfire.

When I think of Bobbi Brown, I think of a luxury makeup company that is ahead of the curve. Not only with their makeup, but with their mobile advertising as well. Because I am new to the mobile advertising, I wasn't sold on the notion that it is the new up and coming buzz maker. But from my last post, in seeing that I crumbled and got an iphone, I know how the mobile advertising world in the way to go. Bobbi Brown is no stranger to engaging their tech-savvy customers, and I immediately explored their new mobile strategy upon reading about it. 

For their new campaign, the main goal was to get customers to visit their new Grand Avenue store in New York. The customer can connect with the store, and grab deals and promotions upon signing in with their phone, and visiting. Of course, I can't make a trip to New York, but what I found in exploring the app was the amazing deals they had waiting for me. I was disappointed that I couldn't interact with their latest campaign, but because Bobbi Brown is a savvy mobile marketer, they were able to accommodate me with their old campaign. 

By connecting with my social media site of choice, Facebook, I was able to "like" Bobbi Brown, and become aware of all the new products and deals available. To be honest, I am glad I found the old campaign and was able to join, but I will probably "unlike" them in the future. The promotions were blowing up my news feed, and as a college student, I can't afford this crazy expensive brand. It is a good thing to keep in mind after graduation though, when I hit it big....

Associate Director of Mobile Media online, Rima Kats, shared her take away from the newest mobile campaign, and I have to say, I agree. For those from New York, you would almost HAVE to go to the new store, because the campaign certainly creates excitement!

I have stuck with my Nokia "brick phone" for far too long, and when i went home for break, my mom had an intervention. I have to admit, it was time to get a new phone, but the thought of learning how to use a smartphone was daunting. I know this isn't big mobile media news, but in my own mobile news, it is a big deal. I mean, how much of a phony would I be if I had a mobile news blog, but didn't own a smart phone myself. I see now how important it is to own a smartphone if I want to join the conversation involving them. You really don't know what it is like having one of these amazing devices until you own one yourself. I feel like I can really join in on the debates our class has about all the new and exciting things mobile marketing has to offer for my iphone.

As you can see my other phone was a bit dated. I really want to dedicate this blog post to what I like most about my new phone, the iphone, and how it is drastically different from my old phone. 
First off, it truly is a one stop device for EVERYTHING I need. We're talking Facebook, Twitter, itunes music, Foursquare, LinkedIn, camera, blah, blah, blah. I am sure my mobile communication teacher noticed, but I couldn't stay off my phone the entire class period. It is just so amazing to me the amount of entertainment the iphone provides. 
I also got to finally learn first hand the hype around QR codes is. I know, I have written about brands using them, and how it is leveraging their name, but I never used them myselves. Now I see why these codes are so cool to use. I was searching all over with my phone, scanning everything I could find. Because it is such a new idea, I can see why people would want to try it out, especially for early adopters. Getting that satisfaction from a QR code is foolish, I know, but from someone who knows nothing about how technology works, I find it incredibly innovative.
The last thing I want to say about my iphone is how awesome the app store is. I am obsessed. I have so many apps, which will directly link to my downfall in grades. Although Facebook and twitter look great on the iphone, I am really into a fashion blog called Pose. It is cool because you can take pictures of yourself and add them to your blog, and also follow others based on your fashion interests.

Let me just add that this is DAY 2 with my iphone. I can't imagine all the other things I am going to learn. I justified my purchase because as an advertising major, mobile media IS the future, and I need to have hands on experience with what it is all about. I already understand why the world of media is clinging onto these smartphones. Because our phone is on us at all times, it is the perfect place to reach consumers, myself included!

I have never wanted an iphone more in my entire life. My dinky phone can't even take a picture, and now, more than ever, telling a story through pictures is essential in getting people interested in what you are doing. Instagram is reinventing the way that consumers communicate and interact with businesses, because they just snap a picture of them using the product, and kapooof....free advertising. 

Of course, I want a smartphone to take pictures of things I enjoy, not to advertise for a business, but it is easy to see that if you take pictures of something you enjoy, and then post it on Facebook (who owns instagram), that product gets publicity. People get excited to see a visual of what friends are doing, not just status's. A friend of mine just said, " If Facebook statuses were lucky charm cereal, instagram photos would be the marshmallows." Lets face it. Advertising can be pushy. But by letting the consumers do the job and creating buzz with your product through instagram, it is a win-win.

Companies like Taco Bell and Grey Goose are taking the Instagram trend further, by having consumers instagram a picture of them using the product, and they then have a chance to win a prize. This is a great incentive for both consumer and business! I personally love the new Taco Bell commercial, advertising the new Tacos Locos, by having a ton of Instagram pictures people sent in of it. 

The commercial is a subtle message to Taco Bell lovers that people are having fun with the Instagram trend, and their food is delicious. Mr. Goldsmith, of MobileMedia.com said,“Instagram represents a chance to reach an extremely engaged community of highly-mobile and desirable consumers in a non-disruptive way that's easily pushed to other social platforms." He brings up some good points here. It is a great way to stay integrated with the consumer, but I think think they really leave out the older audience. My mom would not send an instagram picture to Taco Bell if her life depended on it, for example. Regardless, this new way of getting buzz around your product is genius, and for a visual person like myself, I absolutely love it.

As if eating Oreos is not fun enough, they have come out with a mobile application game to get consumers involved in their new fudge covered oreos. I think they really had their audience in mind when coming up with a marketing strategy that will create buzz. My ten year old brother eats Oreos by the dozen, and also is addicted to his ipad. Sounds like a coincidence. 

When I told my little brother about the game though, his words were simply, "that's stupid." The game goes like this: Oreos are on a conveyer belt, and the object of the game is to get ten cookies covered in fudge and placed in a bag. You can't go to the next level until you finish, and for an extra curve ball, there is a time limit. After each level, they ask you to click on a link to learn more about the product.

 For an old geezer like me, it sounds like a good enough game to get you through a road trip. But for my brother, who is bombarded with new mobile games all day, he needs more to stay impressed. Lame game ideas aside, because Oreo didn't have a mobile site and a landing page and is not too involved with mobile media, getting started in any way deserves a thumbs up.
Adel Jalili, chief experience officer at Interface Human, Los Angeles, summed it up perfectly in saying,"Mobile is the single device that users have with them at all times, which maximizes the exposure opportunity for brands and makes mobile the most important part of any multichannel campaign.”  Experimenting with any kind of mobile media is a great way to get consumers involved. Yes, they do want kids to get involved with the game, and maybe my brother was just one opinion. But in learning more about what they are doing, I find they can push the limits a bit more to create ev

I am a big time runner, and so I was excited to see that a kick butt brand like Saucony was trying their hand at mobile marketing. The thing that makes this campaign different is how they incorporate advertising their company, and running for a cause.  

This is how it works: you go onto itunes and buy the free running app. It calculates how long you have run, calories burned, ect. Then, when you reach a certain number of miles, partnering companies will donate money to the fight against obesity.Brilliant huh? Not only is Saucony helping against a problem that is obviously growing in America, but it is giving people with the Saucony app an incentive to run themselves. This app alone makes me want to get a smartphone.

I think what makes this mobile app so cool and innovative is the fact that there will be a specific reason for someone to get up and run in the morning. If not for their health, how about the health of others?

Above is a screen shot of what the app looks like. The design is something I am really drawn to because it is so simple. With Mobile Marketing, obviously you need to have everything fit in a little screen, and i think this organized layout is another great thing Saucony has done here.

Dave Batista, executive creative director at Beam Interactive says it perfectly when he says “None of them (mobile running campaigns) puts every mile you run to work towards a cause, so it's a critical differentiator for us. Incorporating the cause, while also having all of your own running statistics in the app makes it so innovative.

It doesn't matter whether you are pro Mickey-D's or Wendy's burgers, when it comes to mobile advertising, Wendys has the leg up on the competition. I am still learning the benifits of the QR code, but with their new "dipper or squeezer" campaign, I get the jist of what they are trying to accomplish.
    

If 100,000 dollars is not enough of an incentive to scan the QR code, I don't know what is. In drawing awareness to the new heinz dip and squeeze packets, they have a QR code on the fry containers, as shown above. When you scan it, it brings you to a specic mobile landing page asking if you are a "dipper or squeezer." After that, you choose a packet of ketchup which is linked to a prize! It is also something that is done daily, giving the consumer incentive to keep buying the fries. I don't know about you, but I want to go buy wendy's fries right now...
But yikes, lets think about the calories in those seemingly innocent snacks. Wendy's has already though about that. They have come out with a nutrition app for smartphones and android, in which you can custom order a meal based on the nutrition facts. This seems like a smart idea to me, considering fast food restaurants are getting whipped into shape by the FDA recently. Now consumers can have a better idea of what they are putting in their body, while also experimenting with mobile communications.
I will end this blog by showing you a little something to get you in the mood to participate in this new mobile campaign...