Tag Archives: Advertising

Programmatic – ‘Rise Of The Machines’

Programmatic has arrived and the machines are taking over. The idea of tailored advertising per person is now a reality. So, what does this mean to advertisers and consumers?

Consumers

Imagine a world where you only got what you wanted?

If you got asked the question, would you like to control the ads you see? Most people would say yes. But if you told them they would have to give up some of their privacy, would they be more reluctant? Then remind them that most of this information is already being collected…

Everyone loves something for free and on the net this has never been more available. Though nothing is entirely free. With most free information or services including entertainment on the net, the only price you have to pay is being exposed to advertising. Most of us as consumers have learnt the best ways of getting around this and know we only have to wait a few seconds to hit skip or wait for the little ‘x’ button to close it. However, what if the advertising you were exposed to was only what you wanted to see or what was relevant to your life?

Being able to choose the types of ads your interested in would be a great option. If you have to see the ads anyway, why not choose to make them relevant, maybe even interesting and engaging in portraying your own desirable needs as opposed to just trying to close them as soon as you can.

Advertisers

Imagine a world where you only hit where it counts…

For the advertisers this could be a enormous game changer. If, they were only paying for the media space for consumers, that were interested, or deemed a good candidate. This could potentially save the advertiser plenty of money and let smaller businesses advertise to target consumers who would use their good or services, leading to a chance to grow their business through advertising without having to pay for pointless reach or product outlet.

Driving traffic to your site is always a big push for businesses online and with programmatic you are maximising your potential while saving money wasted on uninterested parties.

Programmatic

So what is programmatic?

Programmatic is the ghost in the machine. It collects data on consumer’s behavior online and through powers much faster than most media experts, which decides who and when is the best time to deliver a piece of advertising. There is a lot more to it than that but like me, is still in its early stages and has a lot more growth and potential.

Once the scary part of ‘they are watching you’ passes and people get the idea they are here to make life, on the overwhelming amount of information on the net more relevant.

Lets work with programmatic to change the perception of  ‘advertising’ into ‘relevant information’ and everyone is a winner.

Benjamin Sopronick

Thirty Second Storytelling

We recently invited renowned Director, Writer and Producer Karen Borger to join our Art Direction & Design students at Macleay College. Chatting informally with a small group in our Sydney TV Studio, Karen generously shared tips and tales from her 30+ year international career.

Karen Borger, Ian Thomson and I were all fortunate to be accepted into Sydney College of the Arts to study BA Visual Communication and subsequently Award School in the 80s. Over four intensive years of full-time study, we gained a solid grounding in graphic design, art direction, photography, illustration, printmaking, typography, film, creative writing and multimedia. Karen’s first love was photography until she explored and was soon engrossed by film. A stellar international education and an award-winning career spanning advertising, feature and documentary filmmaking ensued.

A lucky break winning the US Green Card Lottery enabled her to live and work as a permanent resident in America. Couple this good fortune with a love of learning and a determination to find fun at every opportunity, and Karen was soon working at the Disney Interactive Media Group in LA. Karen became the Director of Original Content (DIMG), and Filmmaker with the Disney Imagineers WDPRO (Walt Disney Parks and Resorts Online). There she enjoyed extraordinary levels of creative freedom, generous budgets and also learned the business of entertainment; the delicate balance between creativity and commerce.

The advertising world has changed inordinately during Karen’s career, and she’s seen budgets for the same scope of shoot plummet from $300k to $10k. Karen still values her background in advertising and the artistry it adds to her career in cinematography and directing.

Advertising creatives gain invaluable training in learning how to get attention, tell a story, deliver a message, leave an impact, and fast! We’re trained to know first and foremost who we’re talking to and to present the single most important message (key insight or proposition) in a few words or seconds. “We make films too; 30-second stories!”

The key takeaway from Karen’s discussion involved the importance of learning visual styles and the history of symbolic references.

“Learn to notice everything.”

Why/how does something capture your attention? What did it lead you to feel, to do? If you’re creating for an era, for example, the 60s, what images conjure up that time for you? Cars, architecture, colours? Ask yourself: if I’d lived in the 60s, with what would I have connected? Cars, food, fashion, music, white goods, sporting heroes?

Using an example of a highly recognisable item of clothing – the ubiquitous Breton shirt, Karen explained its history and relevance in film and advertising. From Coco Chanel visiting the Navy docks in the 1930s, the significance of the 21 stripes – each representing a Napoleonic victory – James Dean, Audrey Hepburn, Andy Warhol, the addition of a neckerchief and beret to characterise an artist, and so on.

“Do not underestimate the importance and power of cultural symbols and styles.”

TIP: Conduct thorough research and trace concepts back to the source to gain a richer understanding and appreciation.

this-is-me

“This is Me” showcases Australian children in a factual and entertaining short-form format. As director of several episodes, Karen and her crew hit the ground running – flying into sometimes remote locations, spending a day shooting and flying on the next day. The result is extraordinary and moving storytelling, in 5-minute bites. The series is currently showing on ABC iview. This episode featuring Campbell Remess in Tassie has recently gone viral on Facebook.

Karen currently works between Australia and the US, producing engaging projects with international story lines. Her passion as a Producer is for the development of projects and cross-platform digital media that unites the best methodologies of film-making and the latest in interactive media.

jules-stripesJulieann Brooker is a lecturer in the Advertising & Media Faculty at Macleay College. Study options include a Diploma of Advertising & Media, Diploma of Digital Media, BA Advertising & Media and BA Digital Media.

TypePlay® at Macleay

Inspired by Jessica Walsh’s AGDA keynote presentation Play by Your Own Rules, and Jessica’s design workshop by the same name, Julieann Brooker ran a TypePlay® workshop for our Creative Process students at Macleay College.

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The client:  Pacific Artisan, a new online shop that sells ethically sourced and produced fair-trade products handmade by women from countries in the Oceania region and indigenous Australia.

The biggest advertising related problem:  How to promote yet another online shop in the Australian market, with a minimal budget. No real promotion has been done yet other than infrequent Facebook and Twitter posts.

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The creative task:  To develop branding and advertising to target socially aware women, aged 35+, and persuade them that the relaunched online shop will provide an easy way to buy unique hip cool products made locally by women living ‘off the beaten track’. To use creativity and design to do good.

Why TypePlay®?  Let’s get serious about play. In Dr. Stuart Brown’s 2008 TED talk, Play is more than just fun, he shares how contemporary innovation and creativity has been impeded by the reduced use of our hands. In fact, it’s currently a condition of employment, in problem-solving roles at NASA and Boeing, to have worked with one’s hands.

Play is boosting creativity and innovation for young and old, across several domains, (Brown, 2009), and studies indicate work and play are complimentary, (Staw & Barsade, 1993). Hence, it’s an ideal practice for developing branding and advertising.

“Play is nature’s greatest tool for creating new neural networks and for reconciling cognitive difficulties.” (Brown, p. 127, 2009).

The students made their own rules and played.  

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Constraints included materials, limited words, and time. They split into groups of 2-4, selected words and brand statements to portray, sketched ideas and tested materials. From a wellbeing perspective, play is an excellent conduit to integrate our lives and ourselves, and especially useful in building trust, a valuable commodity for group work!

The cohort regrouped for a quick critique, then photographed and recorded their work as pics to be used in marketing, the website, and social media.

PA_brookeOne team used the products and some props to create a stop motion piece of an island village.

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“Nothing lights up the brain like play”, Stuart Brown, 2008. 

The rewarding project continued in the Social Media and Digital Design units, and the bountiful creative concepts presented pitched to a panel of judges at Publicis Mojo.

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You can browse the Pacific Artisan story, and purchase their authentic range of off-the beaten-track products here.

The best ads of 2015 – the professionals pick their favourites

From the heartwarming to the note worthy,  from The Guardian Australia, compiles the ads their contributors liked the most this year…

John Lewis’s Tiny Dancer advert was executed with elegance and warmth. Photograph: Adam&Eve.

Tiny Dancer, John Lewis Home Insurance
Picked by: Jim Carroll, former UK chair, BBH

Advertising home insurance isn’t easy. It belongs in the “boring-but-important” category of expenditure. John Lewis focuses on the human value, not the material cost: you’re insuring your home, not your house. And it dramatises the ubiquitous risk of disaster, not its rare occurrence; thereby reinforcing the product’s importance and at the same time keeping us on tenterhooks. It’s all executed with such elegance and warmth: the expressive choreography, the pigtails and glasses, the brother’s look, the teetering vase, one of Elton John’s most moving songs; and the charming Tiny Dancer herself. Perfect.

Superhero: I Want to Be, Thai Life Insurance
Picked by: Geoffrey Colon, group product marketing manager, emerging media, Microsoft

In 2014, Thai Life Insurance ushered in storytelling that really pulled at the heartstrings with their ad Unsung Hero . It’s an effective mechanism in a world of noise. In 2015 they followed up with another story, this time pulling at our heartstrings with the theme that our parents are our superheroes. When you’re watching these ads for the first time, you have no idea what the product is but you get sucked in and by the end, you realise a company’s cultural message can be strong even with products as bland and boring as insurance. If they can do this, why can’t technology companies or non-profits that have powerful missions? This is the best ad of the year because hopefully it will influence other industries to take note and use stories that help entice social sharing because of the underlying message.

Beyond Utility, Lexus
Picked by: Jerry Daykin, global digital partner, Dentsu Aegis Network

My favourite ad of 2015 isn’t exactly one advert but 1,000. It doesn’t tell an emotive story, feature fancy production or special effects and you’ve probably never seen it. In fact, I can almost guarantee you didn’t see 999 of the executions. Lexus’s Beyond Utility ad campaign gives us a glimpse of the future of personalised advertising, with a thousand subtly different short animations created and served to millions of consumers based on their individual passion points and interests. Sure the storytelling could be better but as a first step into this new world it’s an eye-opening start.

Choose Beautiful, Dove
Picked by: Mark Evans, marketing director, Direct Line

Dove smashed it this year with its Choose Beautiful campaign. Challenging women from around the world to walk between two doorways marked “beautiful” and “average” it received a polarised response. But I loved it for the fact that it was so true to the incredibly simple but powerful insight that many women do not see themselves as beautiful, but did it in a completely different way to previous Dove campaigns such as Real Curves and Real Beauty sketches. If I take my teenage daughter’s strength of response as a barometer then Dove definitely hit the mark.

The Flag of Flags, Norwegian Airlines
Picked by: Tom Goodwin, senior vice president of strategy and innovation, Havas Media US

Photograph: M&C Saatchi Stockholm

There is a T-Shirt I love. It states: modern art = I could do that + yeah but you didn’t. The very, very best advertising doesn’t have the “I could do that” part.

For me, this print ad for Norwegian Airlines is an example of that. The best advertising is a concept so incredible, so rich, so smart, so deep. It’s still on brand, it’s not smart for the sake of it, it’s not ads for ad people, it’s hard working, it gets a pricing message across in a smart way, while building the brand.

Friends Furever, Android
Picked by: Tracey Follows, founder and futurist, anydaynow

My favourite ad of the year is also the most viral ad of the year; in fact, the most shared ad of all time. What I like about it is that it is a classic piece of brand advertising created by an ad tech brand. In all of this talk about ad tech interruption and ad blockers and how science is driving out art from advertising, it takes one of the proponents of algorithmic advertising to execute what is a brilliantly crafted, single-minded, adorable film that builds affinity with the brand it promotes. Ad tech plus ad agency working in harmony, “together, but not the same”.

You Can’t Get Any More Ribenary, Ribena
Picked by: Amy Kean, regional director, strategy, Mindshare Asia Pacific

It’s rare to find an advert that is part favourite, part arch nemesis, because you cannot get it out of your head. Seriously, I haven’t slept for four months because of this ad.

Ribena nailed it for me this year with their new millennial positioning and an integrated creative that was clearly designed with the textbook E4 viewer front of mind. It’s weird (rabbits with sunglasses), it’s compelling (ridiculously addictive soundtrack from Tiger Monkey), and it’s voiced by the guy that played Holly in Red Dwarf. Every inch of this ad is cool – if your idea of cool is hedgehogs with top hats and mine is. Forgetting brand metrics and big data for a moment, if your ad can make people think and talk, you’re doing something right. The surreal is underrated in advertising, but it definitely gets people’s attention and I can’t wait for the sequel.

High School Girl?, Shiseido
Picked by: Tham Khai Meng, worldwide chief creative officer, Ogilvy & Mather

Gender fluidity is not widely seen on TV, so it was refreshing to see the Shiseido High School Girl? commercial showing the issue in loving close-up. The transformation is all done with Shiseido cosmetics, which are used to turn a classroom of schoolboys into schoolgirls. Directed by Sho Yanagisawa, it’s a dream to watch – an audacious concept matched with brilliant camera work, direction, sound design and editing. It’s one of those spots that are so good you seek it out to watch again.

Celebrate the Breaks, KitKat
Picked by: Deirdre McGlashan, global chief digital officer, MediaCom Worldwide

My favourite ad of 2015 was the Celebrate the Breaks campaign from KitKat. I love this campaign because it brings together the right moment (break time), a clever play on the word break and a very specific product feature the brand is well known for. Then it incorporates the product itself with the 72 types of breaks featured on the packaging as well as the hashtag #mybreak moulded into the actual chocolate bars. It’s a great example of a total brand experience, bringing together the marketing experience with the product experience, because that’s how we, as regular people, encounter brands.

Unstoppable, P&G
Picked by: Lindsay Pattison, global CEO, Maxus

Advertising today has to achieve the right balance of consistency versus speed, being both relevant and cleverly placed. But when a campaign nails this while also inverting damaging historic stereotypes, it becomes a truly worthy endeavour.

For me – and countless others – Always Unstoppable smashed it for 2015, with its clear demonstration of how society limits girls. The ad, directed by Lauren Greenfield shows girls breaking up cliché written boxes to underline the frustration these young women feel at being pigeon holed. It’s a powerful call to action with its deservedly angry girls. Not only is Unstoppable a great piece of work in its own right but it manages to build on the previous Always campaign Like A Girl which was widely and justly rewarded.

White Squad, MTV
Picked by: Sanam Petri, creative director, Wieden+Kennedy

There were lots of great ads in 2015, but for me the most interesting campaign was one done for MTV called White Squad. It was created as a way to advertise a documentary on racial injustice in America and while many found it controversial, I thought it was one of the best social-issue campaigns in recent memory. It’s not often you see a satirical ad about social injustice – especially with so much turmoil in the culture to underscore it. Sure, it may have raised a few hackles when it was released. But after all, isn’t that sort of the point?

Keep Britain Tidy
Picked by: Richard Shotton, head of insight, ZenithOptimedia

Watching you ad

Keep Britain Tidy’s anti-dog fouling ad is a brilliant example of the application of psychological insights to advertising. The copy is based on experiments by Newcastle University which prove that displaying images of eyes, by making us feel watched, reduces anti-social behaviour. In a clever twist the ad uses eyes that glow in the dark, the very time most dog fouling occurs.

Will this ad win any awards? No. Will it change behaviour? Yes. That’s enough to make it my ad of the year.

Man on the Moon, John Lewis
Picked by: Susan Smith Ellis, chief marketing officer, Getty Images

For me the best ads are the ones that engage the viewer by telling a story. The best demonstrate what we call “the end, end-benefit” – the end-benefit being the impact of any one advert on how that brand makes you feel. The Apple ad Music Every Day (2013) is a spot on example of this concept.

This year’s John Lewis Christmas advert, Man on the Moon, is one of 2015’s finest. It is visually beautiful, wonderfully cast, and uses storytelling to show us the often lonely existence of the elderly, and the power of connecting. Never heavy handed, it draws the viewer into the film. Imagery powerfully utilised.

Look at Me, Women’s Aid
Picked by: Sarah Speake, chief marketing officer, Clear Channel

Look At Me

This year, it’s been exciting to see so many great examples of out of home media using technology and creativity together to create beautiful, emotionally impactful advertising experiences for consumers.

A personal favourite was Women’s Aid’s interactive Look at Me campaign. The ad, which showed an image of a bruised woman, used facial tracking software to recognise when passers-by were looking at the screen and would then trigger a live copy change. When people payed attention to the ad, the on-screen bruises would visibly heal, showing how we can all make tangible changes in the fight against domestic violence.

Compiled by  for The Guardian Australia.

Is Programmatic killing creativity in the advertising industry?

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Customers today prefer a more personalised online ad experience. Ryan Roche looks at how this is achieved using a blend of technology, data and creative input.

With only 2 more weeks until I finish Macleay, I’ve learnt so much information in such a short period of time. However, if I were to condense all this knowledge into one main point, it would be that ‘different is good’. You don’t win Effie’s or get your name considered to be apart of the Cannes Lions festival of creativity in France if your work isn’t better then not just anyone else in your agency, but rather all the other agencies around the globe. According to CBS News, the average person is exposed to roughly 5000 advertisements each day.

With so many brands paying for your attention, most of them will find some difficulty in getting any actual results such as brand awareness or sales if they all start looking the same. However, taking a broad approach, the question I ask. “Is programmatic the vehicle that drives the majority of these 5000 advertisements out of our minds as soon as we see them, having no affect at all?” Or in actual fact, is Programmatic the new formula that advertisers have needed to better connect with their audience?

According to the Internet advertising bureau, 47 percent of display ads were traded in programmatically in 2014, nearly doubling from 28 percent the previous year. Furthermore, in 2014, Magna Global forecasted digital ad revenues to reach 30% market share globally by the end of 2015, validating that advertisers need to shift their focus more on digital. With such huge growth, it seems as though more of each agencies money, time & energy is being spent on buying into programmatic compared to focusing on the big idea. In other words, with numerous deadlines for the agency to meet, it seems as though the most efficient way to get business done would be done through using less of the creative & shifting their focus on buying media space in the form of a cheap banner ads in front of the right people just to get their message out there. In doing so, this causes for a much less effective, innovative & resonates far less with each consumer, even if they are all reached individually.

I would like to further continue on this path when talking about how big programmatic really is & how much it has taken over the advertising industry in such a short time. The scariest statistic I found was that Yahoo processes around 150 billion user data events every day globally, which is an incredible amount of knowledge that us as advertisers have about consumers. However, I feel like there is so much information for advertisers to use to best target their specific target audience that they can fall into the trap of just assuming that their work will be effective. They fall into the trap of thinking that they are reaching their target audience anyway, so it’s easy to just think of an idea & put it through the programmatic pipes & let that do the work for them. I think now would be a good time to confirm that after reading numerous articles, I believe programmatic is the best resource that has happened to the advertising industry in the past ten years, however, my issue lies with the work ethic of the creative.

The best thing about all this programmatic data is that it allows us to distribute content to the right consumer at the right time. It’s all up to the creative ideas that will ultimately drive optimum performance, creative minimal wastage of money & determine if this ad is the once that people actually remember from the other 5000. I found a great quote that backs up exactly what I would like to convey about my views on programmatic.

“The goal of programmatic advertising is not to take humans out of the equation, but to make the process itself more efficient & ensure that individuals can focus on higher value work. It doesn’t mean humans are gone, it just means that their role in the process is changing. Humans may not be buying or placing the ads directly, but they are still the cornerstone of the process.”

To further expand on this, no jobs are being lost. The advertising industry is forever shifting & it is our job as advertisers to adapt, to change with technology & trends to continue to better our own work. Rather than it being a case of man vs. machine, it is actually man + machine, with increasing opportunities opening recently for creative in buying & selling programmatic to make sure the quality of work is continually improving.

A great example to further expand on the importance of programmatic is the forever growing age of digital media. Whether we like it or not, phone usage has increased significantly, & so has the way that we interact with our phones. Currently, there is close to one million apps that are available through IOS & Google play. Furthermore, on average, people use 20 different apps on their mobile, spending roughly 86% of their time in one of these 20 applications compared to 14% of people that are on the web. So we know that most users are on their applications, they are highly engaged, they may be focusing heavily on getting a new high score, maybe scrolling through their social media such as Instagram or Facebook, or maybe they are just watching a ted talk video on the way to work. This is a perfect opportunity for us as advertisers; we can subtly place our message in front of each consumer’s eyes while they are highly engaged.

Well without programmatic, good luck choosing which apps that your target market will be engaged in. For example, If I wanted to sell my brand’s new product, I would have to choose one app out of one million that is not only popular, but also is where the target market will be engaged. Programmatic is the way that this can be done. More facts about phone usage, more information about each app, more knowledge about where our target market are & inevitably, from all this, we have ourselves increased creativity all achieved through programmatic.

To sum up my beliefs into my own words, customers today would prefer a much more personalized ad experience. So in order for this to happen, you get the most from digital advertising through showing that you view each customer as a person, not just data, and to do that most effectively, it all comes back to the creative. All that programmatic is doing is repositioning the online advertising industry to make it more efficient & effective. At the end of the day, automation is just machines doing what the creative programmers tell them to do, and programmatic is laying the ground for a new wave of creative thinking.

Are We Visual Creatures?

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Samantha Harley looks at the popularity of video and animation in advertising and Social Media marketing. Is this the best way to cut through the noise or does it just add to it?

Since childhood we’ve been told, “A picture paints a thousand words”.  Combine this with how advertisers like to cram ads with information, and we have the reason why video has become the next evolution of Social Media marketing.  Content marketing is rarely seen without an accompanying video these days.   With the rise of infographics being used to explain dull or complex content in a vastly simplified manner the Internet and Social Media streams are being transformed into video content hubs.

So what’s wrong with communicating more?  The answer is that soon consumers will be overwhelmed by content.  The artistry of good advertising is communicating a message with minimal content, and while we do enjoy the pretty moving pictures, if everything in our newsfeed is moving, consumers may actually seek out traditional static communication.

Since its inception Youtube has transformed the way we discover content and has evolved into the 2nd largest search engine in the world (owned by the biggest search engine in the world – no names needed). There are over 1 Billion unique monthly visitors to the site, which tells us that it’s the way viewers prefer to be delivered content.  A negative point to this is that everyone is now an independent producer of content and the market is becoming flooded.

Video advertising has branched off through Social Media platforms becoming cloaked as memes and animated GIFs but still has the core focus of selling. Whether selling a product or yourself video has become the answer – with the newest updates to your mobile profile you can post a video as your profile picture on Facebook, and how did Facebook deliver this information…in a video of course.

facebook-profile-video

Video content makes searching more visual and engaging.  With the advancement of technology it has initiated the rise and fall of Motion-ography – by which I mean the rise of the population as motion artists and the fall of artists with true skill who will struggle in the future because everyone can be a ‘motion artist’.

The question remains whether video for the sake of video is the correct progression of advertising or whether the tactics will out-way the purpose of the advertising.  Social Media platforms are independent, evolving organisms but currently they are merging into the same formation – video streaming.  Could it be Facebook’s intention to become a video streaming service and bring social media into the Hulu hub along with Youtube and Netflix?  Or will they remain an independent social network with a strong video centre?  The smart move would be to embrace the element that boosted them to the #1 social platform – connecting people.  If Facebook want to use video then they should introduce reliable video messaging that’s integrated into their existing service to undercut Skype and Facetime. If they continue on the path of flooding consumer Newsfeeds with motion then they run a strong risk of becoming the next MySpace (That’s not a good thing).

On top of everything else, App plugins like ‘Giphy’ have fashioned animated memes as the new method of instant messaging and emoticons are using the sad face as they become animated or obsolete.

Video is feeding the ‘visual creatures’ of the internet, but that hunger will change with time; either increasing to the point that Times Square looks like the fluffy toy of advertising, or decreasing once people have had their fill and we see online content with substance return.

The rise and rise of Mobile Advertisng

Check out this great infographic reblogged from NEWSCRED about Mobile Advertising.

Click here for the link to the original article.

Mobile’s still the new kid on the block when it comes to your marketing mix, but based on consumer reaction and adoption, it’s a sensation.

From its inception, using the introduction of the iPhone in 2007 as the starting point for the mobile revolution, it has been unstoppable. From smartphones to tablets, people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. Just think about how quickly mobile technology has progressed over time. Remember your first cell phone? It doesn’t seem like that long ago that you were playing snake and sending rudimentary text messages to friends!

In just a short amount of time, mobile has evolved to be a central mode of communication for consumers. Being tied to a mobile device is now the norm and not the exception. The standard mobile phone’s capabilities have expanded to replace almost every other peripheral device — from maps, to calendars, to desktop computers. Mobile continues to grow, now including Internet of Things devices that help consumers monitor and streamline aspects of their lives from fitness, to smart cars, to appliances.

But how can marketers effectively engage on mobile devices?

Because mobile devices are very personal — 44% of cellphone owners sleep with their phones next to their bed so they don’t miss a message, call, or update — marketers need to be thoughtful about how they deliver marketing messages. Consumers are looking for communication that is personalized, and marketers must deliver or risk being seen as an interruption and deleted. Essentially, successful mobile marketing is about trust and relevance. But to build that, marketers must look beyond mobile devices and create long-term, personal conversations with their customers across channels.

Check out our infographic: A Marketer’s Guide to Going Mobile to see how to start creating a mobile marketing strategy that works.

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