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BizReport : Mobile Marketing : February 25, 2011

5 Questions with iSIGN's Alex Romanov

2011 is expected to be a game changing year in mobile because of the rapid adoption of smartphones, tablets and other devices which allow consumers to engage with brands, social networks and friends whenever and wherever they are. How can brands take advantage?

by Kristina Knight

According to some analysts up to half of digital content will be consumed through a mobile device by 2012 - mobile phones, tablets and e-reading devices. Alex Romanov, CEO of iSIGN is here with a few tips for brands moving in to the mobile space.

Kristina: "What do brands need to do to prepare for a more mobile consumer?"

Alex: "It is absolutely critical that brands carefully plan marketing and consumer digital experiences with [mobile] in mind. Brands should focus on offering incentives to consumers that are relevant and appropriate to [mobile] - not just copying previous marketing material."

Kristina: "Several platforms have released products for proximity-based
targeting/marketing. What benefits do these types of ads offer?"

Alex: "Retailers benefit from a higher consumer response to the ads. Retailers can gauge consumers' response by tracking the offer redemption rate and measuring the overall level of consumer interest in terms of how many consumers decide to opt-in versus how many decline. And because the data collection occurs in real-time, retailers can track the success of their campaigns and make any needed adjustments very quickly, which increases overall campaign effectiveness."

Kristina: "How effective is mobile in the retail category?"

Alex: "One significant reason why mobile proximity marketing is effective is that, unlike other advertising methods, it reaches shoppers while they are in store (or very close) so they are already in the shopping environment and are primed to buy. A recent study found that when consumers are targeted with an ad on-site, there is a 72% chance of immediate response to the offer as compared to when they receive an ad off-site."

Kristina: "Briabe Media recently found that retail brands don't have great brand recall in mobile. What can brands do to really stand out in mobile?"

Alex: "For 50 years, retail brands have relied on television and print advertising for mindshare, but both of these mediums are often received as white noise to consumers, who have learned to tune them out. In contrast, retail brands that use mobile advertising reach consumers in the palm of their hand. There is a growing mobile culture, and consumers today are increasingly dependent on (and involved with) their mobile devices, with the average American spending almost 3 hours per day on their mobile phones. Of course, brands must also make sure to deliver relevant, useful content that consumers will want - but one advantage of proximity marketing is that consumers only receive ads if they have opted-in and are in close proximity, so there is a much greater chance that they will be interested, and that the message will stand out.

Kristina: "With brands that have gone mobile, what are they doing that is engaging consumers?"

Alex: "The most effective brands take advantage of the mobile medium by offering content that is useful, with a clear call to action and a compelling incentive that can be acted on immediately. Consumers also want offers that are fairly simple, straightforward and easy to navigate. But most consumers who receive offers for nearby stores will see them as helpful rather than an intrusion, unlike a commercial on TV or on the radio. In general, consumers will be very responsive to the right offer when it is received in the right place, at the right time."

Tags: Alex Romanov, digital content, iSIGN, mobile ads, mobile content, mobile marketing

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