Weekly Furniture World Media Note #96 from Lance Hanish: Using Mobile Needs New Way Of Thinking

Furniture World News Desk on 10/28/2013

Marketers should work toward creating content and native advertising that works directly within the context of mobile as opposed to taking what they know from older media and translating it to mobile. That was the conclusion of the Media Tech Summit 2013 conference held in New York. Executives from Unilever and News Corp. discussed the importance of contextually relevant advertising that mirrors the product in which it is placed. Global Media Innovations and Ventures VP at Unilever, Babs Rangaiah noted “I think there has to be a level of creativity and imagination to create something different because most people just translate the old to the new.”

“When radio first started, it was this big ugly box and all lit did was broadcast news all day”, he stated. In fact, it was just ripping and reading what was coming over a newswire, the same source as what newspapers were using. “There was a guy by the name of David Sarnoff, and he had this big idea to broadcast the heavy weight fight on the radio and his management said, “Nah this is not going to work.’ He hired one broadcaster and they broadcast the fight and that changed the face of radio because all of a sudden radio has been reframed, and it’s not just what was on the older medium.” (Not to refute the importance of this reference, but the fact is that the first live broadcast was on KDKA, a Westinghouse station in Pittsburgh, PA, which would in 1926 become part of the NBC Radio network. In January, 1921, KDKA broadcast a choir, live from the Pittsburgh Calvary Baptist church. Sarnoff did however say, in a New York Times article in 1929, ‘The world moves so quickly that it is hard to keep apace with the times.”)

“Somebody’s going to come up with the model of the future.” Stated Rangaiah. “I think you might get one for social, for search, for mobile, and that would make it more scalable.”, he added.

Native advertising means that the ads have the look and feel of the property that it runs on. These ads tend to be more engaging for a consumer and less disruptive. They fit into the site and enhance the experience instead of taking away, noted Rebecca Borison in an article in mobilemarketer.com. “From our point of view, we look at native advertising as something that takes the form of the product, which drives engagement and is not interruptive to consumer experience but is clearly marked and denoted,”, said Nick Bell, Sr. VP, News Corp.

Be creative. That’s the advice of Mr. Bell. “It’s about really driving engagement. We can have a lot of fun communicating to an audience with a brand.”
 
Customers are reading their email and texting on their mobile devices from both manufacturers and retailers. They are using SMS and MMS to become better informed. They are researching your business and your products and/or services because of the messages you have sent. Now you have to make it mobile friendly. It is not just a platform that allows for long term engagement with the same old thing you are rehashing from another medium, be it newspaper, magazine, direct mail, television or cinema. It is time to think MOBILEFirst. Let’s make sure you are connecting with her on the platform she prefers.

Remember, she is your target audience. She is making choices…today. She is never less than 5 feet away from her mobile device throughout the day and night.

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Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

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