Smartphones and mobile internet has changed the ways consumers shop online, interact with brands, and view companies altogether. The same can be said for companies too; they’ve had to adapt to a new and tech-savvy consumer market than ten, even five, years ago.
Marketers have been taking advantage of these technologies, and companies have been basing their business model on them of more recently. We found some supporting numbers from the Out-of-Home Marketing Association of Canada that indicates the ever increasing rise of digital marketing:
• Over 5 million Canadian access the web via mobile devices
• By 2013, it is expected that mobile phones will overtake PC’s as the most common web access device worldwide
• Smartphone users are 50% more likely than the general population to strongly agree that OOH advertising influences their opinion of brands
• Almost 70% of people who own a mobile phone are texters; in 2010 over 56 billion texts were sent. Whether it’s for business or entertainment value, people respond to this trackable marketing tactic.
• On average, 30% of the on-the-go audience is willing to travel 9+ KM to redeem a mobile coupon, travelling the furthest for entertainment, retail and restaurant offers
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Companies like Mini Canada and McDonald’s have employed digital, out-of-home marketing to take advantage of these numbers. Mini Canada (pictured above), for example, used an interactive night projection on walls similar to a vending machine image. They then invited viewers to select their favorite model of a Mini via text message. Lucky Penny Wines, on the other hand, used social media by inviting Facebook users to send their friends a good luck message to their friends via a digital billboard. Via RSS feeds, their message appeared on the billboard almost instantaneously.
Jump on the digital, out-of-home bandwagon – the numbers (and sales) are going up!
