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Mobile Is the Message

(June 2010) posted on Mon May 24, 2010

Mobile tagging is an emerging solution that you can use to help your customers develop their brands and enable them to create a rich and robust experience for their end users.

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By Ben P. Rosenfield

Dave Cottman We did a piece for IAMS for their PreBiotics dog and cat food that went to veterinarians and breeders (Figure 2). It was printed directly onto a top sheet that was then laminated to a corrugated one. It folds into a display. The mobile tag is on there, and it directs you to a YouTube video that talks about the pet food, how it works for pets, and so on. We also put a tag on it about how the application works, which they loved. That run involved the production of 3500 pieces.

Right now, mobile tags represent a small percentage of what we put on our Inca Onset S20—probably less than 10%. But mobile tagging is just now starting to take off. We see this type of application consuming more press time as it catches on.

What promise does mobile tagging hold for signage, displays, and retail-oriented applications?

Steve Shannon According to Forrester’s Interactive Advertising Models, expenditures on interactive marketing will reach $55 billion by 2014. You think about how you can engage interactive models with mobile and retail to enhance a real-time customer shopping experience on the go. The best way to do that is visually. When you do that visually, you integrate that into signage, into displays, and other categories.

When I think about integration and what is the retail-store vision of the future, I think that first of all retailers are moving to a self-service format. That’s a cultural change for consumers, but you think about the number of consumers who have, or are getting, smart phones—and the evolution of smart phones. People want information in real time, on the go, and want self-service. What the change means is convenience and value. If they get what they want when they want it, then they’ll be much more in tune to make a purchase on demand. The tech infrastructure of major retailers in the U.S., Canada, and South America has changed as well. Most are integrating wireless Internet into their stores. They have free WiFi. People are demanding the mobile-tech integration because global social activity is rapidly on the rise.


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