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Oct
13
2010
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In App Advertising: Reaching Target Demos in New Ways
Marketing within apps and games is revolutionizing how marketers reach new consumersDue to the continued innovation of the smart phone, mobile apps have become a huge part of the new media industry. In particular, mobile games have seen a big benefit from this rise in popularity, accounting for 5%, or $500 million, of U.S. gaming sales in 2009 alone. These new mediums have given marketers a whole new venue to reach its specific target audiences directly and engage them in a way they have never been able to before. There are many advantages to the use of mobile ads and we believe that they will become a very effective marketing method due to their specificity and diversity. One advantage is the potential for massive exposure because there are now over 49 million smart phone users. Recent mobile phenomenon such as Angry Birds and Words With Friends has shown that it is possible for marketers to get millions of impressions from a single app or game. Compared to console games which feature less intrusive advertising, mobiles games offer more direct advertising in order to leave an impression on its audience. This new medium also allows for a wide range of creative possibilities because of advanced smartphone technologies such as touch screens and gyroscopes that result in more clicks. For example, Greystripe has shown that their interactive ads for Sony Pictures Home Entertainment increased overall product awareness by 19%. Advertisements can now be just as engaging and interactive as apps themselves which will leave a bigger impression on users. Aside from engagement and production, there are also significant advantages demographically. Mobile ads allow marketers to more accurately and effectively target advertisements toward certain demographics. In general, smart phone users are a valuable demographic because they are generally between the ages of 18 and 35 and have a large steady income. However, ads can still be placed within many games or applications to reach many specific demographics, making marketers campaigns much more effective. Marketers also have the option of reaching selected demographics by creating ads for a specific app store. Android users tend to be younger than Apple users while Apple users tend to be wealthier and more educated. Finally, ads can be highly localized because of most smart phones built-in GPS capabilities. This makes them particularly useful for local businesses and companies looking to reach potential consumers in a new and captivating way. Mobile ads are an exciting addition for marketers looking to publicize their products in new mediums. They offer a different level of diversity, creativity and engagement that is difficult to find in other marketing venues. With many companies redeveloping their digital strategies and embracing in app/game advertising, innovation is sure to continue and these ads will become a mainstay for marketers moving forward. |
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Aug
17
2010
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Digital Barcodes: The Present and Future of Mobile Marketing
The past few years have seen many innovations in the world of mobile marketing, one of the biggest being the use of digital barcodes. Digital barcodes, or Quick Response codes, are barcodes that, when scanned using a mobile device’s QR code reader, lead users to promotional information designated by the creator. We believe digital barcodes will help mobile marketing finally break into the mainstream. They create a more intimate experience for users as well as increase the effectiveness and response time of opt-in marketing campaigns. The biggest advantage to a digital barcode campaign is an increase in user engagement. Digital barcodes create a more enticing, personal experience for users that is hard to replicate in other mediums. They also have the ability to quickly show the success of a campaign based on the number of scans per location, which can be measured at any time. Additionally, digital barcodes can drive quality traffic to a company’s website or landing page, allowing for targeted marketing. Finally, consumers that use the bar codes are showing an immediate interest, making it easier for companies to get visitors to interact with their product or service. This is perfectly demonstrated by a digital barcode campaign that was recently launched by Calvin Klein to support their new lines of X jeans. Billboards were placed in New York and Los Angeles with a digital barcode on them in place of the normally racy billboard. If scanned, the ad promised an uncensored version for private viewing. With the campaign, Calvin Klein enticed consumers to visit its site under their own volition and to engage with their new product in influencer markets. QR Codes have also been used for other types of campaigns. The nonprofit group Women of the Storm used digital barcodes to rally support for restoration of the Gulf Coast after the BP oil spill. The Be the One Campaign, with the assistance of ScanLife, created a digital barcode that leads to their website. This barcode was then put on display in Times Square as well as printed on stickers and T-shirts. To date, it has resulted in over 120,000 people signing up to support their cause. While there are many advantages to a digital barcode campaign, there are some drawbacks to be considered. The technology is still very new and in most cases requires a smartphone. Marketers will also need to make sure they have a significant web presence. With this type of campaign, companies must ensure that consumers will remain engaged once they hit the landing page or the campaign is destined to fail. This technology is an exciting look into the future of marketing. We are currently utilizing one on our building for our Google business listing and believe that digital barcodes offer many options for engaging the audience with creative, versatile opt-in marketing campaigns. While there are still some issues to work around, this technology offers the ability take mobile marketing to a whole new level. If you or your company is interested in learning more about the potential for digital barcode campaigns, please contact Michael Garten by phone (949.698.2983), on Twitter or through Linkedin. |
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Jun
21
2010
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Interactive Day San Diego – A Review
The 6th Annual Interactive Day San Diego has wrapped and we couldn’t have asked for a better day of fun and learning with industry thought leaders regarding mobile, web design, online video, SEO, social media, email marketing and more! Together with SanDiego.com and Chad Robley, sponsoring IDSD 2010 was an honor for Mindgruve and we’re already looking forward to next year! If you didn’t get a chance to check out the event, here are our highlights: Opening Session: 2020 Vision: The Most Important Advertising Issues for This Decade with Jack Myers, Founder of M.E.D.I.Advisory Group Email Plus with Joel Book, Exact Target SignOnSanDiego.com Social Media Demonstration and Q&A with Mike Hodges, SignOnSanDiego.com, and Indra Gardiner, Bailey Gardiner Advanced SEO with Rand Fishkin, SEOMOZ.org Mobile Marketing with Amielle Lake, Tagga ValueClick Media Demonstration and Q&A with Tony Winders, ValueClick Media, and Tamara Bousquet, MEA Digital Marketing Convergence – Are You Ready? with Warren Raisch, Digitaria Luncheon Keynote: The Identity Web with Paul Ollinger, Facebook “POV” Point of Video with Tod Sacerdoti, BrightRoll Mindset Marketing with Denny Reinert, Placecast, and Andreas Roell, Geary Group Website Redesign for Lead Generation with Rick Burnes, HubSpot Digital Download: What You Need to Know About Ad Networks with John Yearout, Undertone Networks Sorenson Media Demonstration and Q&A with Eric Quanstrom, Sorenson Media, and Montana Triplett, Tremor Media Google Analytics with Joshua Knox, Google Analytics State of the Industry Roundtable If you’d like to learn more from or contact the presenters, a list of slide decks and twitter handles can be found at the San Diego Advertising Club Facebook page. We hope to see you next year at IDSD 2011! |
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Feb
3
2010
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Mindgruve Launches New Campaign to Tell San Diego North’s Great Story.
New online campaign invites travelers to learn about San Diego North, visit and share their experiences.SAN DIEGO,CA – February 3, 2010 – To start 2010 with positive tourism efforts, San Diego North Convention and Visitors Bureau enlisted Mindgruve, a San Diego-based Digital Media Agency, to develop and launch an online campaign that would engage travelers and encourage them to visit. Launched January 22nd, the Great Story Campaign tells potential visitors to not be left without their great story by visiting San Diego North. Geo-targeting communities within driving distance of San Diego, including Phoenix, Los Angeles, Las Vegas and San Francisco, paid search and behavioral media points consumers to conversion-centric landing pages that showcase deals, events and contests. “While the tourism world is familiar with ‘San Diego,’ the north region offers an amazingly diverse list of activities and amenities that many aren’t aware of. As a perfect location for exploring all of southern California, we hear amazing stories about what people find every day. This campaign encompasses what San Diego North is all about – no matter what you do while you’re here, you’ll leave with an amazing story to tell when you get home,” stated San Diego North Director of Marketing, Barbara Bovee. In addition to a traditional online campaign, Mindgruve has also helped San Diego North embrace social media to connect with travelers, share stories and increase contest entry. Mindgruve President, Chad Robley explained, “Traveling is an extremely social activity. Through these channels, it becomes infinitely easier to share experiences, give or get advice, and learn about unique deals. Adding a storytelling contest about previous trips, provides yet another channel of content to excite travelers about their potential trip.” The great story campaign has been immediately embraced by travelers with increased site traffic and social media interaction. About San Diego NorthThe San Diego North Convention and Visitors Bureau represents approximately 300 hotels spanning from La Jolla to Oceanside. By combining the efforts of these hotels to offer a cohesive message, San Diego North engages and incites travelers to explore the northern San Diego coastline and all the amenities it offers. www.sandiegonorth.com |
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