In an article in MinOnline, a media industry newsletter, Steve Smith writes about how SnapTell's Snap.Send.Get mobile marketing solution moblized the August issue of Men's Health Magazine.
Snipped from Smith's article:
Quick question: Other than text messaging, what is the most popular mobile data feature?
Mobile browsing? Nope. According to comScore, only 14.4% of mobile customers look for information on the mobile Web.
Gaming? Not even close, since only 9.1% of us played a game in the last month on our phone.
Answer: Sending and receiving photos or video on the phone (23.9%) is not only the most popular mobile media activity, but it is also the fastest growing, up 60% year-over-year in comScore's April mobile benchmarks.
For marketers and media folks, the takeaway here is that consumers are almost as comfortable snapping and sending pics as they are text messaging, and that opens up an important pathway.
Smith details the use of SnapTell in Men's Health magazine's August issue and highlights an important benefit of mobilizing all the ads in a magazine issue with Snap.Send.Get -- the ease of re-purposing existing advertising collateral for use with Snap.Send.Get and the strength of ubiquity :
Readers get a single call to action on page 11--a full-page Stop Right There... message instructing them how to interact with all the ads ... all of the ads are snappable and every interaction is the same.
This is unlike SMS, where every ad has its own short code and all the ad copy needs to be changed. An SMS trigger in an ad requires some additional copy and explanation that can get in the way of those rock hard D&G abs. The alternative method of interacting with physical media is the 2D scan code, which usually requires specific in-camera software and a butt-ugly digital bar code on the sand next to those, well, rock-hard D&G abs.
Bridging the print and digital worlds has been a longstanding goal of publishers. Ultimately, I have no doubt at all that the mobile phone will act much like a computer mouse on the physical environment. It will activate the physical world to deliver information and offers to the device.