While smartphones continue on their quest for internet domination, mobile users are growing increasingly agitated when businesses don’t adjust their model to include a mobile site. Google Think Insights reports that 96% of consumers have encountered sites that weren’t mobile friendly. 48% remembered feeling particularly frustrated and annoyed when navigating through non-mobile sites.
Mobile Site Advantages
Although consumers are quick to judge businesses lacking a mobile site, the same study shows that they appreciate those who cater to their smartphone experience.
When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future
67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service
Mobile Site Search
Perhaps the most convincing data harnessed from the study is that concerning repeat users.
61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site
79% of people who don’t like what they find on one site will go back and search for another site
50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly
In today’s modern era, consumers expect businesses to be actively keeping up with technological innovation. Those who fail to digitally mature, fall behind defeated from a loss of credibility. Constructing a mobile-friendly site isn’t just a decision based on interface, but instead it persists as an investment in brand, loyalty, and general user impressiveness.
36% said they felt like they’ve wasted their time by visiting those sites
52% of users said that a bad mobile experience made them less likely to engage with a company
48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business
Although augmented reality is still a fairly new concept for most print publishers, some of the larger advertisers are jumping at the chance to impress their customers by promoting the cutting-edge technology into their campaigns.
Augmented Reality Brief
In short, augmented reality is a concept using technology similar to Google Glasses, where a user can look through a third-party device (in this case a smartphone or tablet app) and a still image will transform into an animated video. Obviously, this changes the print game completely as advertisers will essentially be paying for a print priced ad packed with hidden video usage. And although users have the opportunity to bypass the augmentation (by not using the app) data shows that consumers will appreciate the innovation as Cisco reports that two-thirds of the world’s mobile data traffic will be video by 2017.
Companies employing augmented reality in their print campaigns
Welcome to the Future reported in their blog that they witnessed a surprising number of mainstream companies who were leveraging their print ads with augmented reality when they visited AdFestival in Cannes. Among them include:
Even titans like Kraft and TaylorMade Golf are hopping on board the augmented reality train. When TaylorMade, one of the elite brands in the golf community, wanted to showcase their new R1 driver (that hadn’t yet made it to shelf) they decided to run an augmented print campaign highlighting the new features of the club, both in still and video form. Users of the augmentation app could not only get a first-hand digital view of the club; but they also could spin the club-head, rotate the club itself (to view from multiple angles) and even digitally customize the club by adjusting the loft and face angle.
What does all this augmentation mean?
As technology continues to evolve our society, resisting change to continue with the “status quo” not only jeopardizes us as individuals, but that type of thinking especially hurts businesses who by definition are supplying what consumers demand (just ask newspapers). Savvy owners learn to swim with the tide and embrace the patterns that the data presents (smartphone usage grew 81% in 2012). Augmented reality, and furthermore Google Glasses seem to be a mainstay as long as video continues to intrigue.
The personal computer first launched in the 1980s. Since then, humans have grown as attached to their computers as any invention in history (besides perhaps maybe automobiles, which now contain built-in “desktop” computers). But for the first time in over thirty years, marketers are decreasing their “home-based” spending and redistributing that desired cash into mobile marketing. The success of social media and third-party apps has allowed markers to easily (and much more efficiently) conquer what was once only achieved from television viewing and home computer usage: targeting their audience effectively and attentively. The increasing popularity of smartphones (and later tablets) has shifted the marketing paradigm from an advertiser-to-consumer relationship to a consumer/marketer/advertiser digital symbiosis. Therefore, innovative marketers are working less on generating independent content and more on growing avenues where the consumer can participate themselves. Here’s marketing data from Cisco to prove it…
Mobile video traffic exceeded 50% for the first time in 2012
Mobile connected tablets will generate more traffic in 2017 than the entire global mobile network in 2012
2/3 of the worlds data traffic will be video by 2017
Facebook is accessed by 7,000 different types of devices every day (Source: TechCrunch)
The number of businesses that say Facebook is critical or important to their business has increased by 75% from 2009 (Source: Hubspot)
80% of U.S. social network users prefer to connect to brands through Facebook (Source: Hubspot)
56% of customers say that they’re more likely to recommend a brand after becoming a fan (Source: Mind Jumpers)
Augmented Reality and QR Codes
One trend that has been a big force in the mobile marketing field is that of QR codes. A QR code is a form of branding that allows users to scan a specially designed “code” from a sign or form of packaging using their mobile device. Once a code is scanned, the user is redirected to a pre-assigned third party site of choice. QRstuff.com reports that overall global QR code activity increased 381% in quarter one of 2011 and a further 16% in quarter four of 2011.
Companies such as Ralph Lauren are taking advantage of mobile marketing by placing QR codes on advertisements around heavy foot-traffic areas. Once a user scans the code on their mobile device, they are instantly redirected to a second page, where further in-depth content can be viewed and analyzed.
However, while QR codes had their time and place (and are still utilized by many), it’s augmented reality that is the future. Augmented reality (or AR) is essentially the layering of media–everything from video, music, text, picture, graphics, animation–on top of a live video feed or real world environment in real time to create an interactive experience.
Many companies are taking advantage of mobile marketing by placing augmented reality logos and text on advertisements, urging readers to get more info about the product or service with the simple wave of their mobile phone. Once a user takes the cue and whips out their mobile device, launches the app (which may be a third party app or may be one that’s specific to the publication or product in question) and holds it up to the picture in the ad, they are instantly redirected to a site, or perhaps a video, where further in-depth related content can be viewed, analyzed or often simply enjoyed.
It should be noted that this tool–that of augmented reality–is not only a huge mobile marketing tactic, but also a gigantic force in the realm of print, bringing it to life and linking magazines and mobile phones like never before.
As Facebook continues to grow and develop as a social media dynasty, any changes the company decides to implement effects marketers just as hard as its 1.06 billion users. Thats why Study Breaks was particularly interested when we heard news about Facebook unveiling a new News Feed view. Among the changes include a larger more aesthetically pleasing News Feed space itself (designed to enhance the look of photos and videos), a smaller right and left-hand column to allow for the extra space, and a “sub feed” tab that exclusively features stories from selected friends and subscribers.
Other changes you can expect
Facebook seems to have actively embraced marketers by allowing access towards streamlining designs across desktop and mobile forums. This change will enhance marketer’s messages, as they will no longer have to worry about the look of their content across multiple viewing avenues.
When a group likes or views a business page, now the cover photo of that business will appear in the News Feed as well. Businesses’ without an engaging cover photo could lose out to well graphic’ed competitors in terms of an overall viewing experience.
Any business looking to promote a news story about a single topic will now be bundled in a “trending” thumbnail umbrella in the News Feed. Thus it may now be more advantageous to reach a target audience by sharing trending rather than outlier stories.
Probably the most radical change to the new News Feed includes newly developed “sub-feed” tabs. Sub-feeds allow users to distinguish what content appears on their News Feed by dividing content into different “sub categories.” Instead of friend and marketing content appearing under one classification, the user can distinguish if he/she wants to see content authored by friends only, all image content (in a nod to Instagram), music only updates, and even choose content only from their favorite brands/celebrities. While the new sub-feeds undoubtedly divide marketer’s content message, it could serve as an ally as users break up unwanted noise and actually choose content they use and trust.
Last month Twitter shook the social media landscape when it launched its new video sharing app Vine. The app allows users to create (in true Twitter fashion) condensed six-second videos, and then share them through the app itself, or post clips onto Twitter and Facebook. Although a video recording app is nothing new, the easy editing process (the app records when you touch the screen, and stops recording when you take your finger off) allows the user to flexibly create either Portlandia-style mini-sodes, record six seconds of straight video, or apply start/stop motion to build a higher quality GIF-like image (included with sound.) Big business took to the app almost immediately, as user innovation launched Vine into the national spotlight with some initial press.
Here are some cool Vine examples
Click for Catboy Dubai 92′s Lego creation
Click for The Creative Federations “man who jumps over grand-dads chair”
Marketing with Vine
Vine is worth a definite download from any business with a strong Twitter presence. (If yours doesn’t have one, it probably should.) If not strictly for the unique creative marketing purposes, definitely on account of the short amount of time one has to invest to stay innovative (literally like six seconds). If the popularity of social applications such as Snapchat and Instagram have taught us anything, it’s that users respond to images just as easily (and many times more effectively) as words. Any business trying to clearly communicate a message could look to employ Vine as a marketing tool. Vine’s true value comes in its ease of use; business owners with minimal production experience can record,edit, and share high quality clips without having to develop a strategy, lose valuable time, or worry about what to say. And although sharing right now is somewhat limited, updates could potentially simplify (and explode) sharing through hosting sites such as Vinepeek.com and hits on established blogs and YouTube.
Augmented Reality (AR) is the layering of media (video, music, text, picture, graphics, animation) on top of a live video feed or real world environment in real time to create an interactive experience. According to Layar, Augmented Reality was originally invented by Ivan Sutherland in 1968, but the term was not coined until the 90s by Tom Caudell and David Missel.
Augmented reality can be used for a myriad of functions including marketing, advertising, magazines, architecture, gaming, and GPS systems. The technology is considered well established because it has been around for twenty seven years, but it is just now being used to it’s full potential.
Currently there are many iphone and droid apps that allow users to overlay the view from their camera with information about the surrounding area. Augmented reality is not just some niche trendy idea, but rather a huge marketing industry which tech analyst firm Juniper Research estimates that AR apps will generate close to$300 million in global revenue next year (Mashable)
In 2009 National Geographic Magazine used the idea of augmented reality to combine apps that use GPS locations and photographs to tell information about the user’s location such as constellations, restaurant reviews,and updated local crime information.
Augmented Reality and Print Media
Print and digital media do not have to be mutually exclusive…
The age of intertextuality has arrived, where texts not only interact with one another, but texts, graphics, videos, websites, shopping and more interact with one another to give a comprehensive view of a word or place. People shouldn’t worry if print is dead, but instead worry about optimizing their own websites and apps to be able to interact with a wide selection of magazines and newspapers. Many magazines such as Maxim and Esquire, are making interactive covers and insets. The magazines place scannable codes on certain pages, for example a fashion page and by using their app the user can be directly linked to a fashion show featuring the clothes, or an online store to buy the clothes.
Making Money with Augmented Reality
Because augmented reality can be used in print to offer further information about a company, venue or special, it can be charged for like advertising.
Here are some examples of how businesses can use augmented reality…
Restaurants and Bars:
Enhance ads with specials and coupons, this enhancement can be charged for as an upgrade to a regular space advertisement.
App allows users to easily “Order Now”
Hotels, Music Venues and Spas:
Use augmented reality to not only advertise one picture of their space or offers, as print formerly offered, but create a video that shows off the whole area or the whole menu of specials.
Darque Tan us the app for a guided video tour of their menu.
Any ad that was formerly perceived to be better on television can now be attached to the print ad. This video attachment to the print via augmented reality is not only better for a comprehensive understanding for the consumer, but it is also getting more value out of the cost of production for the original commercial. By not only using the commercial on tv or on the website or blog, and putting it as an attachment to a magazine ad, the company looks more ‘in the know’ about current technology and gets more value out of their commercial.
The Brewsky uses a How To video to support the product.
Editorial Content: By incorporating mobile augmented reality into editorial content, readers can unlock behind the scenes video, or special discounts and deals by pointing their device at the page. This is a unique opportunity to mobilize content for readers.
Magazine editorial is enhanced with video interviews and behind the scenes footage.
Augmented Reality examples of how magazines and advertisers are using the technology
Augmented Reality and Study Breaks Magazine
Study Breaks magazine has been publishing college life since 1988. Now, with Study Breaks AR, college life has never been so alive.
It’s a fast and easy way to connect with local businesses to find local events, offers and listings; unlock augmented content on images and objects to play games or experience new virtual interactions.
And, it’s a scan away from getting behind the scenes with photo shoots, concerts, interviews and just the everyday shenanigans that go into making a magazine.
Download Study Breaks AR now and explore college life with Augmented Reality.
Study Breaks College Media conducted a survey of 689 students to examine how students interact with mobile devices, specifically smart phones, in relation to personal use and accessing businesses.The survey was conducted via social media platforms and the Study Breaks website from the end of August through the 1st of November.
With 52% of the students surveyed reporting to own an Iphone, smart phones are obviously important for businesses to interact with to reach students. Students are always seen to be interacting with apps like Facebook, Twitter and Pinterest, but they also use apps like the Starbucks locator app called “Where is Starbucks” to find the closest Starbucks. Being instantly and effectively accessibly by consumers from their smart phones is therefore very important and profitable.
Although the majority of students, 467, use their laptops to access a business website compared to the 222 accessing a business from a mobile device, the survey results overall suggest the importance of businesses becoming involved with mobile marketing.
This assertion comes from how much students reported interacting with business on mobile devices. 216 students said that they “often” use a mobile device to find deals, coupons, and drink specials. Another example of students wanting to interact with businesses from mobile devices is that the majority of students responded that they were “somewhat likely” to sign up for text alert programs, which means students want to hear news and alerts from businesses.51% of students also reported that they use a mobile device daily to search for a business’s information.
The survey also shows how important it is for a business to have a Facebook, because students reported using mobile devices for Facebook most often after talking and texting. To read more about the benefits of business face books click here.
600 out of 689 students reported to rarely or never leaving the house without their phones, that means students always have access to the mobile website or app for a business. The idea of a person always being able to be reached by or interacting with a business opens up a whole new world of marketing and consumerism.
Leaving this new resource of mobile device interaction untapped will absolutely have a negative effect on a business.
To read the survey questions and results in relation to businesses click here.
To read the survey questions and results in relation to student’s personal use click here.
A person looks at their phone 150 times a day (TechCentral) It’s safe to say college students probably look at their phones at LEAST two times that much. Study Breaks College Media conducted a survey to see their habits and interactions with their phones. This data is beneficial when discussing marketing and advertising to students considering the medium they will most likely see businesses and advertisements on are on the screens of their phones.
Mobile Survey Results
How often do you use your mobile to check/compose email?
How often do you use your mobile for school-related tasks (checking Blackboard, class schedules, school email etc.)?
How often do you go somewhere without your cell phone?
Besides talking and texting, what do you use your phone for most often?
How likely are you to read a digital magazine on your mobile device?
What type of cell phone do you own?
How many texts do you send and receive on an average day?
To read about the survey Study Breaks College Media conducted in regards to students interaction with with businesses from their mobile devices click here.
To ready the Student Mobile Survey Overview click here.
To read about the idea behind conducting the survey click here.
Student’s Interaction with Smart Phones Should be Recognized as a Good Opportunity for Mobile Marketing
Mobile phones are becoming as common as clothing. A person wouldn’t leave the house without a shirt on, similarly no one leaves without their cell phone. “1.2 billion smartphones will enter the market over the next 5 years.” (ABIResearch) If it’s not obvious now that a business should be accessible and interactive with mobile devices, Study Breaks College Media conducted a mobile survey on their website, that had 689 participants and found some interesting results.
Mobile Survey Results
How often do you use your mobile device to find deals, coupons, drink specials, etc.?
How likely are you to scan a QR code seen in a print ad?
How often do you make purchases from your mobile device?
What do you use more frequently to visit a business’s website?
How often do you “check in” at places on your mobile device via Facebook, Foursquare, or any other app?
How likely are you to sign up for text alert programs?
How often do you use your mobile to search for a business’s information (phone number, address, hours etc.)?
How do you feel when you visit a site on your mobile device and it isn’t movile optimized?
How Businesses Should Respond to Students
It should now be obvious now, how important it is for a business to interact with the different aspects of smart phones such as QR codes and websites formatted for mobile phones. A business should be able to be reached by all mediums and constantly be updating with the times. Although it seems intimidating at first there are many companies willing to help get the business on the right updated technology track.
To read about the survey Study Breaks College Media conducted in regards to students interaction with with mobile phones for personal use click here.
To ready the Student Mobile Survey Overview click here.
To read why mobile websites are a business essential click here.
To read about the idea behind conducting the survey click here.
Mobile Websites: The Main Way to Access a Customer
Study Breaks' mobile website
At a time where the customer is not only always right, but always accessible by their mobile, it should be a ‘no brainer’ to have a mobile website. According to Pew Research Center, 45% of cellphone owners have smart phones.
With a continuously growing market of smart phone owners, now is the time to take advantage of the novelty of having an easily accessible website for these consumers. Customer’s will appreciate the fact that they can easily read and interact with your website.
Think of a place where businesses can constantly advertise to consumers…that place is the Internet on a smartphone.
Why Does My Business Need a Mobile Website?
The consumer can quickly find information on the business as they are thinking about the business. (Location, hours of operation, phone number etc.) This benefits the company, because it takes away the ‘middle man’ of the consumer trying to remember later that they wanted to look up the business. It also gives them an address of the business, so that the customer can instantly come to the business. (Day and Night 365 Media)
As opposed to a flyer, magazine, or newspaper ad the information on coupons and specials can be kept up to date without any cost.
Mobile Optimized sites load more quickly than a website on a smartphone. This is less frustrating for the customer, breeding good thoughts about the company initially. (Risen Creative)
There is free advertising available through adding a Facebook page link on the mobile website. This sets up a community aspect of liking the business, where the consumer’s friends can see that they enjoyed the good or service from the business.
84% of small businesses who have invested in a mobile presence say that they see benefits (Day and Night 365 Media)
90% of consumers have taken action based on a smart phone search. Why not get some of those consumers? (Day and Night 365 Media)
More people buy mobile phones and tablets than desktop computers. Eventually people will just be using their mobile phones and tablets to search. (clickernewz.com)
Mobile websites are not expensive to set up. Many companies offer free templates to help convert a website into a mobile website. (clickernewz.com)
A mobile website is more visually appealing on a smartphone. The customer can actively find what they are looking for instead of scrolling through text, trying to navigate a site.
Customers EXPECT it. At this point, not having a mobile website makes the business seem out of date and inconvenient.
A Mobile Website is Only the First Step!
Why wait? Set up a mobile website to become a consumer favorite! The next step that will benefit a business is creating an App, so that customers can instantly access the business’ information!