MOBILERETAILING
31
ADVERTISERS MOVE TO SOCIAL MEDIA
C
ustomers are increasingly moving television and, to a lesser extent, print media”, Ahonen put it: “Give me two months of your
from mass broadcast media to social said Karsten Weide, IDC’s programme director. phone behaviour, and the total traf� c in the
media, making current advertising “This suggests that advertising budgets will network, and I’ll know more about you than any
processes less effective than before, a recently continue to be shifted out of television, marketing manager could ever capitalise upon.”
published white paper from social advertising newspapers, and magazines into internet Digital media requires active advertising,
intelligence vendor, Xtract. advertising.” where advertisers send different messages � ne-
To adapt to this change, the vendor said Advertisers have noticed this change in tuned for speci� c communities and constantly
advertisers and their clients need to use customer focus and advertising spending in monitor and modify campaigns to make the
more dynamic advertising strategies that take web, mobile and games is growing dramatically. advertising more effective. Instead of running
advantage of two-way communication with Advertising expenditure on the web has campaigns for � xed periods of time, advertisers
consumers. grown annually at a compound rate of 18.3%, have to be able to monitor the campaigns in
The paper said that, until now, the tools according to PriceWaterhouseCoopers (PwC). real time, add new content if needed, modify
for planning and buying online and mobile “Advertising budgets will continue to be shifted marketing messages and refocus them.
advertising have been lacking. This has slowed out of television, newspapers, and magazines The paper predicted that this transition
the transition to these new media forms. into internet advertising,” added Weide. from traditional, static advertising to a more
It is widely recognised that customer The focus of customers is moving to social dynamic advertising model is going to happen
and user focus has moved to online media. media. Internet advertising will reach $73 gradually. Those brand managers, advertising
According to a study by IDC, internet users billion (£50bn) by 2011 (PwC), while mobile agencies and media agencies understanding
spend 32.7 hours per week online and only advertising will grow to $14.4 billion (Strategy this change will be the ones that bene� t the
16.4 hours watching television. The younger Analytics). By that year internet advertising most from the transition to digital advertising.
the users, the greater the extent by which will comprise 14% of all global advertising. So However this will require both changes in the
internet has replaced traditional media. Xtract concluded that the interactions between mindsets of the advertisers, as well as tools
“The time spent using the Internet will individuals were a valuable asset for marketers to support the processes of creating and
continue to increase at the expense of and advertisers. As strategy consultant Tomi T. managing active advertising campaigns.
RIVIERA HAVEN
GOES WIRELESS
The legendary, � ve-star
Hôtel du Cap-Eden-Roc
on the French Riviera is
using high-speed wireless
networking technology to
add a new dimension to
the high quality service it
offers its guests.
Philippe Perd, director
of the Hôtel du Cap-
Eden-Roc said: “Our
customers expect the
very highest standards of
service at all levels and choose our hotel because they know that
we can guarantee their peace and quiet. That said, they also need
to be able to work, and therefore to reach the internet, easily and
securely, no matter what device they are using.”
The new wireless infrastructure from Meru Networks was
designed and deployed last year by Meru partner, I2S.
“The solution we implemented has already proved its
ef� ciency. We plan to rapidly enhance and expand our network to
provide our customers with VoIP [voice-over internet protocol]
and HDTV [high de� nition television], and eventually switch to a
wireless telephone network,” added Perd.
APRIL/MAY 2009 RETAIL TECHNOLOGY
26-31 Mobile.indd 31 6/5/09 9:55:10 am
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