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The School of Mobile Vol. 2 - The Detail
Informa�onal/Branding
Travel Example:
Imagine a point of sale display; a poster on the wall of the rail sta�on about the wonders of
travelling to Bali. If that poster is embedded with a media tag, the consumer can interact with that
tag and gain instant informa�on about the des�na�on/deal that has caught their interest at that
very moment. This is very powerful for the brand and the consumer. It allows an interac�on to
happen and a conversa�on to develop.
Warm Lead
Travel Example
Imagine a magazine with an opt-in ad for a text alert service. For example, an Online Travel Agent has
a magazine adver�sement with a media tag a�ached advising a text alert service about the latest
travel deals bundled with interes�ng travel news. On response by the customer the informa�on is
then sent directly to the company’s CRM system.
Transac�on Based
An example of this is a sweepstake/compe��on whereby a customer interacts with an offline print
ad to enter a compe��on and when they interact with the media tag they receive an informa�onal
response.
One of the most powerful elements of this type of mul�-channel strategy is that you are able to get
around the limita�ons of sta�c offline media and be intelligent about the way you change things in
the back end. Maybe you change the type of informa�on that is sent to a consumer who interacts
with the media tag based on: the �me of day, the publica�on/loca�on of the offline media, perhaps
each day you showcase a new product. The only real limita�on is crea�vity in thinking about how
your consumers will interact with the brand through these ‘media tags.’
For the travel industry, that is so closely focused on selling and delivering compelling experiences
this should be an appealing prospect in �mes when it can be difficult to a�ract the customer’s
a�en�on and to be crea�ve in differen�a�ng oneself as a company in a some�mes price-led
market.
Mobile Discovery has observed that the response to these types of campaigns depends on the offer
and the demographic. It is possible to see opt-in rates of 30-40% and above that (Source: Mobile
Discovery). Some good advice when considering mul�-channel adver�sing is not to get caught up
on in-depth considera�on of analy�cs about previous campaigns, at least not as the main decision
factor. Instead work to create your own compelling offer tailored to the demographic that you want
to target.
Doing that will give you the opt-in rates you expect and need to achieve to jus�fy or exceed the
campaign. Spend the �me to think things through properly. Success is �ed directly to the offer.
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