With the recent huge upswing in users browsing the internet on handheld devices such as mobile phones, and more recently tablet computers, the top companies have had to take a look at innovative methods of digital marketing in order to take advantage of this new opportunity. The options open to mobile marketers have increased massively over the past couple of years, in particular the emergence of touch screen technology driven by the massively popular iPhone, and the technology used allows for previously unheard of marketing technology to come to the fore. Because of the rate at which this technology has emerged there is currently no advertising ‘rule book’ from which companies can base a campaign, so it has led to a number of clever and innovative methods by some of the worlds’ top brands to take the lead in this field.
The dominance of social media, Facebook in particular, has led companies to find new ways of getting consumers to opt in or ‘like’ their page in order to provide them with a communication channel through which they can engage with their target audience on a regular (and cost efficient) basis. Fashion brand Diesel have pioneered an interesting way of acquire Facebook fans, using QR codes in store on products and offering discounts to those who scan the code and ‘like’ the product. On paper this is a great idea, it benefits the consumer by reducing the cost of their purchase as well as benefiting Diesel by allowing them free advertising to the users friends and family.
Moving away from Facebook, GranataPet in Germany have made use of the popular application Foursquare when promoting dry dog food. They released a number of billboards with dispensing trays on the bottom, and when a user checked into Foursquare next to the tray the billboard dispensed a free sample of the product. Foursquare looks set to be used in a number of innovative campaigns in the future as companies get to grips with the potential of the location monitoring app.
Another area still in its infancy but which is looking like becoming a prominent technology is mobile payment, the facility to pay for products and services using only your mobile phone. Starbucks have been one of the first to take on this technology, allowing users to buy coffee through its iPhone application. There are companies looking to trial a new system which will allow phones to work in a similar way to debit cards, with the handset being held up to a payment terminal and the money being withdrawn automatically from the users account. Again this is in its infancy so it may be some time before it becomes commonplace but the initial signs are encouraging that it could be adopted as a viable method of payment.
It’s an exciting time for the digital marketing world, and there should be a great deal more innovative and unique campaigns to look forward to in the near future.