Mobile mixed with traditional media gives better ROI

CommunicAsia, Singapore – The mobile device provides a window of opportunity for marketers and advertisers not only for its potential to increase the delivery of smart phones and penetration, but also to act as a bridge between online and offline worlds. This, say industry experts, can help improve the return on investment (ROI) for trademarks.

“The opportunity [today] is actually moving around,” said David Ko, senior vice president of Zynga, during his presentation Wednesday at CommunicAsia 2011. He noted that as global shipments of smartphones are expected to increase, users Zygna also requires the optimal gaming experience on their mobile phones.

For this reason, ensuring that provides extensions Zygna moving its various games, he said.

“[Integration] mobile with traditional media [equal] greater return on investment for advertisers, endpoint,” says Suresh Narasimha, founder and CEO of Converged Communications Telibrahma, who also was a speaker at the fair.

Mobile can help brands achieve greater profitability of traditional media like newspapers and television as a bridge between online and offline worlds, Suresh said during his presentation.

Consumers have been “taught” digital experiences online, such as clicking on hyperlinks and do a search on the Internet, he said. With the mobile device, similar can be “committed” to an online medium, like a newspaper ad, he said.

Suresh gave an example of how Nike stores in India is advertising that buyers can view on their mobile phones from here, about the products on display will be pushed to the mobile screen when prompted.

The same scenario can be painted to go shopping in supermarkets or the display of movie posters in the newspapers when consumers flash your mobile device to interact with a static product or an ad in the real world, he said.

Suresh said: “This is the customization of the [digital] brochure based on the consumer interest.”

In addition, the mobile can run, “sharp” context due to the use of the device is at the discretion of the consumer, as well as providing enhanced user experiences through interactive and multimedia capabilities, he said.

Higher profitability can be achieved from traditional media when spending is interested in offering mobile rich-media commitments that focus on the customer, he said.

Christian Cadeo, Google mobile chief for Southeast Asia, said: “The mobile as a medium, is clearly material.” Using Singapore as an example, noted that 7 out of 10 Singaporeans surf the web their mobile devices every day, and 3 out of 5 use social media in your device. In addition, 1 in 10 Singaporeans have a tablet.

As Suresh, Cade told the “creativity” exploits to offer mobile user experience using the “singularity” of the mobile device. HTML5 also advocated as a platform to ensure that the mobile strategy is “open” and “cross-platform.”

He urged companies to build a mobile-optimized site that should be “designed for the thumb, not the mouse” and avoid “data dump” or simply dumping the data on the site.

“Mobile users hold grudges and move on if not satisfied [with the mobile experience that gives them],” said Cadeo.