Ad Agencies & Integrated Mobile Marketing

As I look at offerings from most traditional advertising agencies, I’m usually disappointed as to how limited their mobile marketing services are. Although many would argue it’s better to get mobile campaign services from a company that specializes in such an industry, many would also argue that traditional “all-in-one” agencies should better integrate mobile marketing …   Read More

1359 3
1359 3

As I look at offerings from most traditional advertising agencies, I’m usually disappointed as to how limited their mobile marketing services are. Although many would argue it’s better to get mobile campaign services from a company that specializes in such an industry, many would also argue that traditional “all-in-one” agencies should better integrate mobile marketing methods and technologies into their traditional marketing portfolio of services.

Marketing services such as competitor research and market intelligence could be enhanced with mobile marketing in several ways. Take for example NSI (The National Systems, Inc.) which is a nationwide advertising agency that offers traditional marketing services with some new age technologies thrown in. They offer things like central asset and digital media management for large auto-dealer networks and detailed competition research and reporting for clients, along with more traditional services such as printing and creative services.

While NSI can integrate SMS into campaigns, it doesn’t look like they’re using it to enhance any of their other services. Imagine having on-going research and analysis completed on your competitors by way of scouring newspapers and other marketing mediums, such as NSI provides, but in addition to that having the information sent back to the advertiser in real-time via SMS every time something about a competitor was found. This could be valuable information sent directly to the business owner, letting him know how to plan his next campaign accordingly.

Other new age technologies such as mobile-based image-recognition would be a great addition as well. Since most traditional advertising agencies are already offering creative design and print services as a cornerstone to their business, why not enhance those print advertisements with a service similar to SnapTell‘s Snap.Send.Get service which connects digital mobile content to any print advertisement by way of camera phone image-recognition. I realize the technology behind such innovation is pretty complex and may not be suitable or practical for most agencies, but licensing or partnering with a company would seem logical.

To me, if an agency thats been around for a long time, and holds a long client list such as NSI doesn’t move in this direction, they’re headed down the wrong path. On the other hand, maybe it’s better to focus on core marketing methodology that seems to be working fine, and leave the new age stuff to the new age startups.

In this article

3 comments

  1. simbob

    Generally my day is filled with educating agency people what can be done with mobile..the fact is that agencies will not take on a new idea if i is not shown to them, and generally it must be shown to work..it can be very frustrating but i guess the plus is that we will be the ones growing as mobile does, whoop whoop slinteractive

  2. LeilR

    I agree.

    It’s either you join the trend by carefully studying, integrating, and implementing mobile marketing as part of your marketing and advertising services OR just leave mobile marketing campaigns to the real experts.

    Another option that I’m seeing is agencies that are no expert in this industry can outsource their mobile solutions requirements. It’s safer and hassle free.

  3. Jim Dugan

    We just launched a new instant mobile ecoupon program and it’s remarkable how little knowledge there still is about this industry. While the vast majority of advertisers turn over their marketing to these agencies that have “been around for a long time, and hold[s] a long client list” who are, as you say, “headed down the wrong path” it’s a bit surprising to find that when talking to them that they do, in fact, still have this “been around for a long time” mentality. I think it would be shocking to most people, whether it be employees down the line or stockholders or whomever was interested, to find out how heavily company’s rely on these agencies and, in fact, wash their hands of responsibility, so as to not have to make decisions when situations such as a slow economy affects sales or solving the problems and what do we do now? Almost all mobile marketing, whether testing or actual campaigns, shows a better success than by not adding it to the mix. The lowest level of mobile marketing is an instrusive text or sms messaging, yet users want even that if that’s all there is. Better to know than not to know. You would really think that people who spend their entire lives in marketing and advertising would be climbing the walls in search of something better that would offer the best option when putting their brand in front of the shoppers’ eyes when the shopper is in “shopping mode” and that’s when they’re at the point of purchase. Users, especially in the US, are waiting in the wings to pounce. If you’re not focused on instant mobile marketing and instant metrics allowing for instant solutions for your clients, you’re going to be left in the dust in an instant. PS, aren’t you a user, too? Are you using your mobi to obtain the best deal for lunch today? Are you carrying your diner’s card? Oh, you don’t care? It’s just $10. Not worth the hassle? I think not. It’s no hassle. Here, we’ll make it easy on you.

Comments are closed.