CCT356: Online Advertising and Marketing Class 12 Locational/Mobile and Social Media Marketing continued..

Administration Exam questions? Today, some mobile/locational advertising while we await Julie Tyios

Mobile marketing Questions of context Questions of technology Benefits – mobiles are a) personal, b) always carried, c) always on, d) increasingly powerful, e) accessed in very specific contexts of use

Mobile Search Contextual Issues Location-based searching – location-based results (e.g., Chinese restaurant – should return one in your area, not one thousands of miles away) Quick, actionable response often required Limited data entry possibilities (e.g. might be voice-activated or limited typing) Limited attention issues (e.g., user might be walking/driving/etc. limits to how they can attend to results) Limited screen real estate – “first page” of results now top 2- 3 results, not 10!

Technology and its Limitations Mobile device capabilities (text-based, smart phone, tablet considerations – screen real estate issues) OS considerations (e.g., Flash-based ads don’t work on iOS devices, AJAX/JavaScript/HTML5 may be limited) Mobile app considerations (many sites have separate mobile/tablet versions to compensate for above – “detect and redirect” sites – but access to main site handy too (e.g., iPad version of TorStar – I prefer the real one.) Data plan considerations (e.g. sending ads to pay-per-use phones = direct cost to user – size considerations) Mobile commerce integration (e.g., some countries far more advanced in m-commerce – allows for easy acquisition for impulse purchases!)

SMS marketing marketing for mobile, basically Definitely should be opt-in and easy to opt-out Common Short Codes (CSC) e.g., texting “STOP” common method for stopping service Comments on your own experiences with SMS marketing?

QR Codes Scanning 2D bar codes to link to web resources Can be done resourcefully (e.g., calling up information tied to specific location – museum example) Is often done idiotically ( Other examples?

Apps A big spike in mobile app creation – but why? A lot of hype there. Many apps = just a website or static brochure – not really an app Possibilities for effective apps - when is an app necessary?

Contextual Marketing Location-based marketing – Bing tied into Jay-Z book, promoted both well Easier to do now, has been done in the past (

Augmented Reality Information overlayed as layer to real time space Foursquare and Facebook Places – “checking in” to locations – once there, location-based advertising based on shared interests Location-based dating – dating profiles for those local who want to be discovered (creepy!) Real-life info layers on location (e.g., Google Goggles, overlaid information on Google Maps, etc.) Still a work in progress…