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CONTENTS BUSINESS NATION WORLD TECHNOLOGY HEALTH/LIFESTYLE
BUSINESS
How Mobile Raises the Bar for
Brand Communications
A guide to capturing the growing segment
of digitally connected consumers
By Marishka Noelle M. Cabrera
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How mobile raises the bar for brand communicationsa
T
raditional media print, television,
radio will always have a place
in any marketers strategy. But as a
new generation of consumers becomes
increasingly connected and mobile, with
smartphones and tablets serving as their
means of accessing the world, technology is
reshaping the marketing landscape.
A 2012 study from global consultancy
group TNS uIhrms LIe mobIIe Lrend Is
raising the bar for brand communications.
Findings show that adopting a mobile
strategy is imperative for any brand,
and that a proper understanding of
consumers relationship with their phones
is essential if advertisers are to master the
worlds most ubiquitous communications
platform. Researchers of Mobile Life, the
annual TNS study, spoke to 48,000 mobile
phone owners in 58 countries about their
behavior, motivations, and priorities.
Consumers, the report reveals, are
creating a very personal mobile world
comprised of a series of regular actions
and engagements that form a core part
of their experience. For brands to be
able to penetrate this world and reap the
benehLs, LIey musL suLIsIy one or more
of the core consumer needs: experience,
independence, convenience, relevance,
and reassurance.
Consumer engagement is going
digital. According to a 2011 Yahoo!
study, Mobile Modes: How to Connect
with Mobile Consumers, mobile online
usage can be grouped into seven modes:
Connect refers to the different ways to
communicate using the mobile phone;
Search or the information-seeking
behavior of the user; Entertain by playing,
viewing, and listening to various media;
Manage involves coordinating aspects
of everyday life; Inform covers viewing
news and educational sites; Shop refers
to online purchasing, price comparisons,
and the like; and Navigate entails locating
destinations via online maps or directions.
STRATEGY POINTS
As smartphone and tablet usage grows, the mobile trend presents
both challenge and opportunity for brands to reach their target
market in the digital arena
Maintaining consumer interest and engagement requires a more
interactive and innovative approach, such as the use of new
technology, mobile-friendly websites, and active presence on
social networking sites
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[M]obile phones help consumers manage
their lives better, making them feel more
in control of the details, the study notes.
In addition, users are now spending more
time on a mobile device browsing the
web, watching online videos, and talking
and texting, than reading a newspaper or
magazine and listening to the radio.
The TNS report echoes that sentiment: The
increasingly interactive user experience
provided by mobile gives consumers the
potential to empower and personalise their
experience of the world. It comes as no
surprise, therefore, that the number of
smartphone users across the globe is rising.
Consumers are empowered because
of the mobile platform. The mobile
platform has given rise to the savvier,
more empowered consumer. Because of
the always-on nature of mobile internet,
product information, price comparisons,
reviews from independent sources, up-and-
coming brands, and pretty much whats
cool and whats not are now accessible
Asias smartphone revolution is in full swing
Asia Pacifc alone accounts for half of the worlds mobile population, according to an interview
with Rohit Dadwal of the industry group Mobile Marketing Association. The managing director for
Asia Pacifc cites estimates from the International Communication Union saying that by the end of
2010, there were 2,897 million mobile subscriptions in Asia Pacifc, while there were 969 million in
the Americas and 741 million in Europe.
Noting the potential of the Asian mobile market, especially since online connectivity is less
advanced here than in North America and Europe, he says: "Combining mobile with traditional
media gives marketers the opportunity to extend the reach of their campaigns far beyond what
was initially imagined.
In a press release, market research frm GfK says "the smartphone revolution is in full swing,"
with its share of the mobile phone pie growing to 66% from last years 50%. Findings for the
frst quarter of 2012 show the seven key markets - Singapore, Malaysia, Thailand, Vietnam,
Philippines, Indonesia, and Cambodia - registered "spikes in demand for smartphones in the
range of 40 to 400% more over the same period last year.
In a Philippine Daily Inquirer report, the Philippines was tagged by GfK Asia as the "fastest-
growing market" because the value of smartphones sold grew by 402% in the frst quarter of
2012 over the same period last year. "In developing Southeast Asia where smartphone
penetration is still nowhere near saturation levels, we can be sure that the current sales spurt will
carry on for at least the next few years," GfK Asia digital technology account director Gerard Tan
says in a statement.
Asias smartphone revolution is in full swing
Asia Pacifc alone accounts for half of the worlds mobile population, according to an interview
with Rohit Dadwal of the industry group Mobile Marketing Association. The managing director for
Asia Pacifc cites estimates from the International Communication Union saying that by the end of
2010, there were 2,897 million mobile subscriptions in Asia Pacifc, while there were 969 million in
the Americas and 741 million in Europe.
Noting the potential of the Asian mobile market, especially since online connectivity is less
advanced here than in North America and Europe, he says: "Combining mobile with traditional
media gives marketers the opportunity to extend the reach of their campaigns far beyond what
was initially imagined.
In a press release, market research frm GfK says "the smartphone revolution is in full swing," GfK
with its share of the mobile phone pie growing to 66% from last years 50%. Findings for the
frst quarter of 2012 show the seven key markets - Singapore, Malaysia, Thailand, Vietnam,
Philippines, Indonesia, and Cambodia - registered "spikes in demand for smartphones in the
range of 40 to 400% more over the same period last year.
In a Philippine Daily Inquirer report, the Philippines was tagged by GfK Asia as the "fastest-
growing market" because the value of smartphones sold grew by 402% in the frst quarter of
2012 over the same period last year. "In developing Southeast Asia where smartphone
penetration is still nowhere near saturation levels, we can be sure that the current sales spurt will
carry on for at least the next few years," GfK Asia digital technology account director Gerard Tan
says in a statement.
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wILI u LoucI oI u hnger, uIIowIng Ior more
informed purchase decisions.
In research carried out by Oxford
Economics in cooperation with AT&T,
Cisco, Citi, and SAP, the global forecasting
und reseurcI hrm InvesLIguLes Iow boLI
technological and economic trends (i.e. the
new normal economy brought on by the
gIobuI hnuncIuI crIsIs) ure resIupIng LIe
global business landscape.
One such megatrend is the ubiquity of
mobile deviceswhich are believed to aid
businesses over the coming years more
than any other technology. Indeed, with
more LIun hve bIIIIon mobIIe subscrIbers
across the globe today, mobility of
communications and computing power is
dramatically improving connectedness,
making the world a smaller place and
opening new market opportunities, the
report explains.
More importantly, consumers nowadays
are more value-driven, and it is technology
that is providing a wealth of data to
help them get the most bang for the
buck. Consumers are faced with more
opportunities and more information about
products. Whether it is a luxury good buyer
or a cost-conscious consumer, they are
spending more time in the research and
investigation phase, Matt Gierhart, head
of social strategy for Oglivy & Mather, is
quoted in the report.

Source: Pingdom
How mobile raises the bar for brand communicationsa
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CONTENTS BUSINESS NATION WORLD TECHNOLOGY HEALTH/LIFESTYLE
As such, the Mobile Life report suggests
strengthening the brand by delivering
relevant tools that help to satisfy
consumers increasing demand to do the
things that matter to them, wherever they
are. It is about engaging the customer
and enriching the shopping experience,
whether it be through mobile-optimized
websites, brand presence on social
networking sites, advertisements, location-
based services, mobile payments, or the use
of more sophisticated technology, such as
augmented reality.
A mobile-friendly website. While
online presence is practically a given in
any marketing strategy now, with the
advent of mobile technology, businesses
are developing sites that are optimized for
mobile browsing.
TIe sIure oI web LruIhc In AsIu comIng
from mobile devices has risen dramatically
since 2010, based on an article from
Pingdom, a website monitoring company.
In Asia, mobile browsing share was a
mere 6.1% in 2010 and grew to 17.84% in
2012. Worldwide, mobiles account for 10%
oI LIe LoLuI web LruIhc, wIIcI LIe urLIcIe
suys Is u hgure LIuL Is growIng IusL.
Presence on social networking sites.
With practically everyone on or at least
aware of Facebook and Twitter, it is
hard to ignore the power of social media,
especially with an on-the-go, constantly
connected market. Being active in this
digital environment can be extremely
helpful in getting customer feedback,
tracking trends, promoting the brand, and
keeping consumers interested and updated.
A Entrepreneur article says a businesss
Facebook page is just as important as a
face-to-face encounter with a customer.
Poor customer service online, such as
ignoring or deleting a service-related
inquiry, can be damaging to a brand.
Instead, the article recommends:
responding quickly, being proactive,
and sharing positive feedback with the
team. Keeping on that note, a recent
Wall Street Journal piece shares best
practices from companies like Dr Pepper,
Iunguuge-IeurnIng hrm RoseLLu SLone,
and Dell Inc.
Using QR codes and augmented
reality. A QR or Quick Response code is
a two-dimensional matrix bar code used
to identify products, according to PC Mag.
Lately, the technology is being used for fun,
creative marketing strategies, as shown
in a feature in Mashable. For instance,
supermarket giant Tesco brought the
shopping experience to time-strapped
Koreans by enabling them to scan
products from virtual supermarkets found
in subways with their smartphones to be
purchased and delivered at home.
Mobile barcodes represent the shortest
distance between a brands message and
the target audience, unlocking a relevant,
dynamic, and interactive experience,
according to the report Mobile Barcode
Best Practices released in 2011 by
NeoMedia Technologies, a pioneer in the
mobile barcode industry.
On the other hand, augmented reality is
described in an article in howstuffworks
as a relatively new technology wherein
the real world is enhanced by graphics
and sound thanks to smartphones.
The basic idea of augmented reality is
to superimpose graphics, audio and
other sensory enhancements over a
real-world environment in real time,
the article states.
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Belgian beer brand Stella Artois launched an augmented reality iPhone app that locks in the
users location, after which markers for nearby bars serving Stella Artois pop up on screen
Video from YouTube
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How mobile raises the bar for brand communicationsa
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CONTENTS BUSINESS NATION WORLD TECHNOLOGY HEALTH/LIFESTYLE
This digital layer over the real
world is particularly effective in
reaching the millennials those
born in the 80s whose lives are
constantly connected to technology.
An article from Inc. suggests thinking
about augmented reality as another
dImensIon oI udverLIsIng. BenehLs oI
utilizing an AR campaign include:
your company being seen as
innovative; inexpensive compared
to print ads; emotional connection
with customers because of the
immediate and sensory nature of AR;
repeat engagement; geo-targeting by
utilizing GPS data to immerse users
in a brand experience; and driving
oIIne suIes.
While not every aspect of the mobile
trend can be adopted, one thing is for
certain: the consumers desire to make
more informed purchase decisions
presents brands with an opportunity to
play a bigger, more integrative role in
how consumers live and shop.

This YouTube video demonstrates how users can control a virtual BMW Z4 and drive
it around their desktops using a webcam and a printable symbol
How mobile raises the bar for brand communications
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