Tom Burgess, co-founder and CEO of LinkÂable netÂworks and the founder of the world’s first mobile adverÂtisÂing netÂwork (Third Screen Media) has offered some intriguÂing new ideas to mobile adverÂtisÂing agencies.
TakÂing the mantra “lead with mobile” seriÂousÂly, Burgess sugÂgests that it shouldn’t be takÂen to mean excluÂsiveÂly runÂning ads on mobile devices. Sound counÂterÂinÂtuÂitive? Aren’t mobile phones adverÂtisÂing camÂpaigns going to reach the fastest growÂing group of conÂnectÂed users?
Mobile enableÂment
Well, Burgess thinks, there are othÂer ways to “lead with mobile” besides conÂcenÂtratÂing all the ads on mobile devices. He asks an acute quesÂtion: “Who realÂly watchÂes a video mobile ad all the way through and then goes to the brand’s FaceÂbook page to learn more?”
A more effecÂtive means of leadÂing with mobile, he argues, is “mobile enableÂment” – givÂing every ad on every mediÂum (print, TV, radio, interÂnet, mobile etc.) a mobile comÂpoÂnent which funcÂtions as a simÂple call to action. These prompts, Burgess insists, must be easy to impleÂment, with low barÂriÂers to entry, such as encourÂagÂing a conÂsumer to access a brand’s mobile app, texÂting a simÂple proÂmoÂtionÂal code or scanÂning a QR code.
How the big brands lead with mobile
DisÂney, for examÂple, used the mobile-call-to-action tacÂtic in a highÂly sucÂcessÂful ad camÂpaign last sumÂmer. The ads appeared in print, on TV and on radio — but in each of them, conÂsumers were invitÂed to downÂload the world famous brand’s mobile app simÂply by dialÂing a StarStar code. ThereÂupon, they could search its amuseÂment parks, find wait times, and access excluÂsive videos and photos.
StarÂbucks also pracÂtices “mobile enableÂment” through its use of locaÂtion-based netÂworks like Foursquare. When potenÂtial conÂsumers come near to a speÂcifÂic StarÂbucks outÂlet, they receive a coupon, an offer, or simÂply an inviÂtaÂtion to drop in and relax with latÂte or a Frappuccino.
These strateÂgies, Burgess opines, make a lot of comÂmerÂcial sense. He says:
“It’s more likeÂly to be a good use of your marÂketÂing dolÂlars because now, the print ad that origÂiÂnalÂly would just have creÂatÂed conÂsumer awareÂness of your brand –- at best -– is now encourÂagÂing the conÂsumer to get out there and do someÂthing as a result.”
He sums it up like this:
“So, you can “lead with mobile” by adding mobile to all the media you already work with.”