Mobile Marketers are up in arms about the lack of creativity that is going into their shiny new mobile campaigns. Because mobile marketing is relatively new, brands are constantly playing it safe, looking at other brands to follow. Hey, I get it, if it works for one brand, it must work for theirs, right? But as a consumer, I think we can spot these similarities. Because we have seen it before, it isn't exciting and eye catching. Living in 2012, advertisers need to step up their game, because as a consumer, we are all stuck up brats, who think we deserve everything. And hey, you do deserve the best from these companies. The world of technology is beyond my scope of imagination, but I do know that just about anything is possible these days. So my advice to these companies that are "playing it safe" is to start taking some risks! Controversy if better than not being talked about at all.
In my Visual Communications class, for example, we researched the famous "Bennetton" ads. These ads were straight up goofy and had nothing to do with clothing, but look at me, I am talking about it years later. Bennetton is a relevant name in my head now, simply from their risqué ads.
In my Visual Communications class, for example, we researched the famous "Bennetton" ads. These ads were straight up goofy and had nothing to do with clothing, but look at me, I am talking about it years later. Bennetton is a relevant name in my head now, simply from their risqué ads.
The article on the perils of Mobile Marketing also highlight that if your campaign doesn't g as planned, mobile marketing can be changed on the fly. Hearing this, it is a win win situation. Take some risks, and if the risks don't work out, you can back out and try something new. I wish that were the case with horse racing bets, eh?
Rimma Katz, writer of the article, emphasizes that a mobile banner ad is no longer enough, and that getting "likes" on Facebook will not suffice. Sure, these things help, but there is SO much more that you can do to engage the consumer and keep them on their toes.
So lets talk Starbucks. Do they do anything half-assed? This company keeps me up at night, not just from caffeine overload, but also from their innovative ideas regarding advertising. They took their new beverage, Refreshers, and used mobile marketing to give consumers more information on the drink. It is so much more engaging then having a sign outside their door, or a link on their website.
Still though, Starbucks has it's critics, and I have to say, I agree. Maybe I expect to much from this innovative company, but I am looking for a tad bit more. Although I like giving Starbucks as an example as good creative mobile advertising, there is no "call-to-action and there is very little product information," says Simon Buckingham, CEO of Appitalism. I agree completely. It needs a bit pf revising in order for this campaign to go from tired, to caffinated.
Rimma Katz, writer of the article, emphasizes that a mobile banner ad is no longer enough, and that getting "likes" on Facebook will not suffice. Sure, these things help, but there is SO much more that you can do to engage the consumer and keep them on their toes.
So lets talk Starbucks. Do they do anything half-assed? This company keeps me up at night, not just from caffeine overload, but also from their innovative ideas regarding advertising. They took their new beverage, Refreshers, and used mobile marketing to give consumers more information on the drink. It is so much more engaging then having a sign outside their door, or a link on their website.
Still though, Starbucks has it's critics, and I have to say, I agree. Maybe I expect to much from this innovative company, but I am looking for a tad bit more. Although I like giving Starbucks as an example as good creative mobile advertising, there is no "call-to-action and there is very little product information," says Simon Buckingham, CEO of Appitalism. I agree completely. It needs a bit pf revising in order for this campaign to go from tired, to caffinated.
| |
RSS Feed