United Communications Partners Inc (UCPA)

[Barn Cat]

Madison Avenue Greetings from NY to Europe
November 19, 2014
Ken Rosenthal

......”Here Today, Even Better Tomorrow”

I am always amazed how technology in our ad community is used. Years ago, information research as to let’s say demographics in the U.S. was fairly straight forward. You did your computer run on Simmons or MRI, perhaps considered Scarborough for psycho graphics and voila, you were able to determine your target audience for your client. Next step was to determine radio, print, TV or outdoor. Pretty straight forward. As we move to the present, technology advances have made the ad industry more like the tech industry with the ad industry as a subset of it.

No matter what you do in strategically planning for a client, tech is involved. Whether programmatic which 3Kronor leads the way in or mobile marketing, to serve your client right an agency must be cutting edge. Just look at the agencies here in NY. All agencies that foresaw the tech boom, are doing well with a client list to envy. All those agencies slow to take on tech, that is digital marketing, are still trying to catch up or have gone under. There is no in between.

Kinda like when I am on the train. Either people are on their smart phones or those that are bucking the tech trend are still reading an actual newspaper. Back in the 90s, only newspapers and magazine would be seen on the train. So with the tech explosion, the publishing industry got smaller until they found tech could actually boost their business. Then along comes Readly, 3Kronor’s client or Newsstand, the competitor and now the magazine’s audience expands.

But, when it comes to planning a marketing campaign for a client, you better be tech savvy. With 2/3rds of Americans owning smart phones and over 1.75 billion smartphone users, it is quite obvious the media vehicle we need to reach to get consumers to buy our client’s product is the smart phone. eMarketer expects 4.55 billion people worldwide to use a mobile phone in 2014. Mobile adoption is slowing, but new users in the developing regions of Asia-Pacific and the Middle East and Africa will drive further increases. Between 2013 and 2017, mobile phone penetration will rise from 61.1% to 69.4% of the global population, according to a new eMarketer report, “Worldwide Mobile Phone Users: H1 2014 Forecast and Comparative Estimates.”

Mobile marketing’s future is here today and will be even better tomorrow. I am so passionate about this marketing tool that I know that current, new and future clients will be greatly rewarded for choosing agencies that totally understand mobile marketing’s value and the ability to harness it for success.

http://www.engadget.com/2014/02/11/two-thirds-of-americans-now-have-smartphones/