phillip pearson arron rostron benjamin taylor. mobile marketing news

Phillip PearsonArron Rostron

Benjamin Taylor

Mobile Marketing News

AsosAsos have launched an advertising campaign video that interacts with the audience. In an attempt to garner more views for the advert they tried to be creative and in doing so created this viral video which currently has 600,000 views. The video was uploaded to YouTube on the 4th November and has quickly gained traction.

The video is interact by a set of clickable buttons at the top and bottom of the screen, each button has a different colour, red, yellow, green, blue and black. Once you press on a colour the video will change and the main colour that then features in the video is whatever colour button you pressed. It's basically five videos in one, which are all largely the same apart from the colour.

The video features Juice! (A London girl group).

How does this relate to mobile marketing?Mobile traffic to Asos currently makes up 30% of the total website traffic (2013), because of this Asos is now trying to focus on how they offer a fully personalised shopping experience to their customers. This video is their way of doing that.

Tumblr

Tumblr has released a mobile-only ad unit which is called “Tumblr Sponsored Apps”. Tumblr have done this in order for application publishers to advertise their apps to their target audience. (young, mobile phone users) The adverts will allow users to download applications from the App Store or Google Play Store. All they will have to do is click on the advert and it will take them straight to their page on the store.

This will allow publishers to be more creative with the way they advertise their apps. As well as targeting their adverts directly to Tumblr users, which for some adds will have the same target demographic as their app does.

#YOUDRIVE

#YOUDRIVE was a marketing campaign created by Mercedes, it was created in order to target a younger audience and increase sales for the A-class.

Created a video where the story of the video can be changed based on the decisions the audience make. What this means is that the audience would use hashtags on social media and the hashtags would be counted and each hashtag would count as a vote. These votes will determine the story. This all happened in real time.

The result was amazing, in July 2012 the old A-class represented 0.4% of the total U.K hatchback market. However after the #YOUDRIVE, only two months after this number changed from 0.4% to 6.2%. People watching the advert would have to either use a laptop, tablet or mobile device in order to take part.

Coca-Cola Share Happiness

Coco-cola used found that consumers were starting to not order their drinks while at restaurants and instead started ordering water. Because of this Coca-Cola need to come up with a creative way to combat this. Their solution was to work with Mellow Mushroom and create an App for phones and tablets. On the tables within the restaurant there would be an advertisement for the app with a QR code. This code then took them to the application where they could download it.The app got people to interact with each other in a fun manner, it was basically a convocation starter, asking each other questions. Users who bought a Coca-Cola Product would then receive a code which allows them to get a chance to win Mellow Mushroom gift cards or trip to American Music Awards.

12,000 app downloads. 71,000 codes entered.

Adobe Cloud

Released new data-driven marketing capabilities to their Marketing cloud, allowing better deliver to highly targeted mobile users.

Companies can now see the location of users which allows them to message consumers however they want based on location, so if you walk past a Topman then they could send you a message telling you about the latest Topman offers.

Colours in advertising.

• There is a factor in advertising, heavily linked to psychology, called the “Isolation effect”.• People can recall things much better when the thing they try to

remember stands out from the rest.• Females are attracted to the colours, Purple, Pink and turquoise• Safe ground- blue- 35% women and 57% men• Men like red.• Yellow suggests safety.

Technology Used Within Marketing

NFC

Near Field Communication

• Features with Android and blackberry smartphones with Apple making it available in their iPhone6

• Featured in UK with Orange mobile to make purchases at, Pret a Manger, EAT, Little Chef, Wembley Arena, Subway, Wilkinson and McDonalds

Proximity Marketing • It requires a mobile device with Bluetooth connection and

smartphone capabilities, so over time will become a huge retail store weapon

• At the moment Apple, Macy’s, Coca-Cola and proctor and gamble all utilise proximity marketing

App Development • The differing platforms of app integration require different technologies to work• If you wish to build one for iOS software then Apple make available Xcode• To build an app on Android you require JAVA and Eclipse• To build an app on a windows phone Microsoft’s visual studio is very developer friendly

iAds• Example one, Breast cancer awareness

• Example two, BMW, interactive concept car

• Example three, Guinness, more life in the dark

Smartphone PenetrationTop 15

Image from Global Economic Intersection

QR Codes Quick Response Code

6 QR Codes from web sources

Mobile Application Reviews

Thetrainline.com

• Good to find when trains are due at stations as well as when you will arrive at your destination.• Quick and easy to use• Looks friendly• Lists price• Shows information on the London underground, trains and shows the

nearest stations• Shows recent travel • Use it on the go.

Facebook

• Post, Share, Like, upload etc. to your account• View posts• View pages• Search • Edit • Talking- Via Messenger • Use it when outside

Skype

• Call contacts through the internet • Text through the internet • Would only use it if I couldn’t use it on the desktop.