Tag: mobile advertising

Legacy brands face struggles that newer companies don’t seem to have to deal with.

Companies built in a more digital age seem to be making the transition to a smartphone-based economy with much greater ease than legacy retailers that have a long history that hasn’t had anything to do with mobile marketing.

Macy’s was one of the companies that has a long history but that has managed to keep up with mobile tech.

According to marketing exec Serena Potter from Macy’s, the company has observed a rapid migration of customers from their desktop computers over to smartphones. That said, despite the fact that the company has a long history in brick and mortar and e-commerce, it realized that it would be vital to place a considerable focus on m-commerce and mobile marketing if it wanted to keep up with the expectations of customers. That said, while she explained that “It wasn’t an obstacle for us as much as it was a steep learning curve.” She added that “You didn’t know what you didn’t know.”

There is a great deal more than the technology that must be mastered in order to implement successful mobile marketing.

What traditional retailers are discovering as they attempt to implement mobile advertising strategies is that they can’t simply stick to the same concepts that have been successful throughout their history. Using smartphones as a marketing channel is not simply a matter of running the same types of ads on a smaller screen. Instead, there is a great deal that needs to be re-learned in terms of apps, the mobile web, loyalty programs, data collection and metrics to understand which campaigns have – and have not – been successful.

These same challenges are not quite as powerful among retailers that have been created more recently, with a mobile-first mindset already in place, said Potter. She explained that Macy’s had been focusing on desktop optimization for many years and had mastered that channel. It became highly predictable. However, with mobile marketing, “you have customers accessing different information, with different intent. A lot of research and a lot of discovery is happening and it’s all on the go,” she said.

This helps the brand to provide a more personalized and interactive experience than it could over other channels.

Stoli has now come up with cool new types of mobile ads that work to help encourage consumers to take part in the creation of digital drinks using its products by way of their smartphones.

The idea of the ads is to use touch technology to draw awareness to the brand over mobile devices.

This is meant to provide users with a more intimate experience than is possible over other marketing channels. Moreover these mobile ads appeal to many different senses including touch, sight and sound, as they bring together all those elements. The vodka brand has done this by using haptics in order to make the viewers of the advertisements experience a range of different elements when they see the ads.

For example, the mobile ads vibrate the phone in combination with certain interactive components.

For example, when different elements need to be added to the digital cocktail, the phone vibrates. This also occurs while the drink is being “shaken”, that is, when the phone is being shaken.

According to the Stoli Vodka brand director, Russ Pareti, “We’re always looking for new and unique ways to interact and connect with our millennial consumer. Pareti also stated that “We felt like this technology fit really well with our digital short campaign.”

What has yet to be seen is how actual consumers will respond to this type of mobile advertising. There are many haptic elements throughout this marketing strategy and this is quite new and revolutionary in this area. It is unlike most of what else is out there, so it will be interesting to see the consumer response to these new types of advertising. The hope from the team at Stoli is that the more the viewers are engaged through their different senses, the more powerful – and therefore the more effective – these mobile ads will be. The primary issue that will need to be watched with be the vibration feature, which appears quite unexpectedly and which has rarely – if ever – been worked into a smartphone ad in other campaigns.