Nokia Launching “Ad Labs” To Educate Agencies

Nokia is trying to fix what they call “a black art, practiced in a cottage-industry fashion.” In other words; mobile marketing deployment and education. They’re introducing a series of “Ad Labs” aimed at training the staff of advertising agencies about the intricacies of mobile advertising. The program will be aimed at integrating various mobile advertising …   Read More

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Nokia is trying to fix what they call “a black art, practiced in a cottage-industry fashion.” In other words; mobile marketing deployment and education. They’re introducing a series of “Ad Labs” aimed at training the staff of advertising agencies about the intricacies of mobile advertising.

The program will be aimed at integrating various mobile advertising formats together to improve customer engagement. Advertisers will be able to plan and execute campaigns, with their target audience in mind, and also be able to measure their effectiveness along the way.

Several companies like Mobiqa, Mobile Acuity, uLocate, and more have already signed up for the alliance because they provide services such as image recognition, digital coupons, mobile barcodes and location based targeting, etc.

By establishing offices in advertising hotbeds such as Boston and London, they hope to provide a catalyst to the mobile advertising ecosystem and boost knowledge and understanding of mobile marketing practices and techniques overall. Mike Baker, head of advertising for Nokia, stated…

“…with so many mobile ad technologies now available, discussions about reach and measurement are no longer relevant, but rather it’s creativity (or the lack of it) which is responsible for holding back the medium…”

While I agree somewhat that there’s a lacking of creativity behind most mobile marketing campaigns, there’s still only so much mobile devices can do right now. Beyond traditional SMS and WAP campaigns, there’s not much feature-set available for creativity. Things like Bluetooth advertising and QR-codes are making traction, but again the feature-set on most mobile phones won’t support things like barcode-recognition out-of-the-box. I’m not saying these mediums won’t be successful in the future, but for right now there’s not much available beyond SMS and WAP that will reach the masses.

Technologies like server-based image-recognition will be at the forefront only because it doesn’t rely on special mobile device circumstances like applications or special features. Creative services that utilize SMS like mobile ticketing and mobile coupons will also see a rise quickly because of the same reason.

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3 comments

  1. wrong

    You dont need to train staff if the mobile ticketing integrates with there current EPOS/chip and pin system.

  2. Sarah at Bango

    NikeID is a great case in point of what can be done on mobile. Yes I agree that integrating SMS or WAP campaigns into mobile ticketing and coupons is a great way to pull people in the store to buy. It can be done but there are logistics problems, including training in-store staff on what to do when a user presents a bar code on their phone!

    That aside, you can still be creative and engaging on the mobile web. The NikeID campaign (developed by AKQA) enables Nike fans to create their own trainers based on colorful pictures they take on their camera phone. It uses a combination of MMS and the mobile web to allow the image of their customized trainer to be saved as a wallpaper but importantly they are given a unique code to enter online if they wish to purchase the trainers.

    Do take a look at the NikeID and the Smirnoff mobile campaigns to get an idea of where we can go with mobile – http://blog.bango.com

    Sarah Keefe
    VP Marketing at Bango

  3. Eydie

    Thanks for elaborating on what I mentioned in an earlier post: http://www.mobilemarketingwatch.com/mobilecontinuing-education-for-marketers/

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