NeoMedia Technologies, Inc (NEOM)

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Mobile's Next Big Thing 10/11

Breathing New Life into Direct Marketing Campaigns

http://mobilenextbigthing.biz/2010/10/11/breathing-new-life-into-direct-marketing-campaigns/

Many believe that traditional direct marketing is a dying art due to the rapid adoption of digital, interactive media. In fact, many companies and organizations that have historically focused on direct mail, are currently challenged with the question of how to reinvent themselves in the digital age. However, there is a way for both traditional direct marketing and new digital approaches to coexist by combining them in new, innovative ways.



With the explosive growth of smart phones in recent years, mobility is quickly becoming a key component of every marketer’s tool kit and many mobile applications and services are bridging the gap between traditional and digital marketing. This presents a large opportunity for marketers to turn their traditional static marketing and advertising like direct mail pieces, into interactive communication vehicles.



Several direct marketing agencies are already integrating mobile into their cross-channel campaigns, and/or setting up separate mobile divisions to focus on this growing area. (See DM News article: Agencies Develop Formal Mobile Units). Mobility allows marketers to expand their campaigns across multiple touch points and combine awareness, interest, desire and action all in one experience with one device.



One of the newest mobile marketing tools to emerge is 2D barcodes. They’re being used on everything from billboards and posters to print ads and business cards, adding an interactive dimension to these traditional mediums. Direct mail pieces can come alive by connecting users to additional content via their mobile device and enable them to engage with brands in a deep way that is relevant and meaningful.



For example, a power washing company could place an advertisement in the ValPak coupons that come in the mail, with a barcode that links to a video on how their services work. Or a resort company can create a brochure with 2D barcodes that, when scanned, bring the photos inside to life and leads the consumer to a website to make reservations.



There are many ways to incorporate mobile strategies into traditional direct marketing campaigns. The key to success is doing your research before you start. Marketers need to make sure that mobile makes sense for their target audience. And they need to be sure the technology is easy to use and interoperable with all mobile devices, so that they can deliver a satisfying consumer experience.



We’ll be at the DMA 2010 Conference and Expo in San Francisco this week and are a Gold sponsor of the Mobile Hot Spot (Neustar Booth #415B). If you’re at the show, stop by to learn more about how 2D barcodes can transform the direct marketing experience.