Tag: mobile marketing

Google and ZenithOptimedia join to promote mobile commerce and marketing

Google has announced a new and ambitious partnership with ZenithOptimedia, a leading media services agency. Together, the two companies intend to encourage brands to increase their spending in the mobile space. This includes promoting various mobile-centric services within the realms of marketing and commerce. Mobile commerce, in particular, is a major interest for Google as the company has been working to establish a foothold in this sector for the past two years.

Partnership spawns Horizon venture

Together, Google and ZenithOptimedia have launched Horizon, a joint venture that aims to provide consultancy services to large brands. Horizon will be responsible for highlighting the benefits that could be seen through engaging the mobile sector. More effective mobile marketing techniques could be a major boon for brands looking to engage consumers in a more dynamic way. With the number of consumers with mobile devices growing, marketing on this channel is becoming more important.

Horizon to promote the benefits of mobile commerce and marketing

Horizon will also work to draw some attention to mobile commerce, highlighting the benefits that could be found through the offering of comprehensive mobile commerce services. Consumers with smartphones and tablets have shown their strong interest in using these devices to purchase goods. As consumers become more mobile, their interests in mobile commerce are growing, creating promising opportunities for brands eager to connect with a new generation of consumers.

Google eager to establish foothold in mobile commerce

Google has been working to etch out a place for itself in mobile commerce, but already holds a formidable stance in the marketing space. The company recently reformed its AdWords platform in order to provide better services to marketers. The company has a strong interest in supporting the mobile initiatives that these marketers may have interest in and continues to make changes to popular platforms to support this. ZenithOptimedia has similar interests and is eager to see brands become more mobile conscious in the near future.

The mobile marketing effort is being made in the hopes of reaching the Millennials generation.

Augmented reality is a form of technology that is gaining a much higher level of attention, lately, as it is proving its worth in mobile marketing and advertising, particularly in the younger smartphone carrying generation.

As a growing number of companies advertise over mobile, new and interesting methods are needed.

As the competition for attention becomes more intense over mobile, it is taking new and unique approaches to stand out from the crowd. This is especially true among consumers in the Millennials generation, who use their devices the most and are hit with the largest amount of content over that channel. This is why Meredith has decided to use augmented reality.

By choosing augmented reality, Meredith is hoping to stand out to moms in the Millennial generation.

According to the Meredith Parents Network president, Carey Witmer, evp, despite the fact that Millennials have greatly embraced technology, there hasn’t been much of a depletion of the readership of its print publication. Witmer pointed out that “I don’t know anyone who has ditched print altogether,” and she added that “We see a very stable base of print readers.”

The augmented reality feature is not meant to try to replace the print version of the publication, which Meredith Parents Network feels is as strong as ever. Instead, it is showing that it has embraced the changes that have been made in the average lifestyle of many parents, and is offering additional content that reflects that because it is smartphone or tablet compatible.

The Mom+ app has now been available over several weeks to help to enhance the experience for its readers. Witmer declined to say exactly how many downloads it had received, but she did say that she is encouraged to see that a sweepstakes that requires the app saw over 25,000 entries.

This may seem like a small figure, considering that the augmented reality and mobile strategy from Meredith is a scale play, and the publication has a monthly delivery of 36 million consumer touch points, but the app provides important information as Meredith is looking to roll out a similar model for some of its other brands, such as Every Day and Better Homes and Gardens.