Mobile Marketers Seek Interactive, Real Time Formats from Publishers
Mobile marketers and advertisers prefer to partner with publishers that provide interactive formats to their users, says Laura Marriott, executive director of the Mobile Marketing Association. Speaking to Folio: Publishing Technology, Marriott says the marketers, like Coca Cola, Proctor & Gamble and Dove, that comprise the $78 million mobile marketing industry look for publishers that are innovative and allow users to participate in their offerings. “It’s just getting that engagement from the readers,” she says. “Ellegirl’s mobile site has a great interactive component that allows girls to take pictures with their mobile phones that will appear on (Ellegirl’s) Web site.”
With publishers, large and small, diving head-first into the mobile content game, Marriott says they should look for ways to make both the content and the advertisements relevant and instantaneous. “Voting, lotteries, promotions and sweepstakes are all great ways to involve the consumer,” she says. “Advertisers are looking for opportunities to use click-to-call banners that allow consumers to click on their advertisements to immediately contact the advertiser.”
Runner’s World this week announced it has teamed up with lifestyle application developer, Bones in Motion, to create a wireless training tool that will enable runners to find and share running routes in cities around the country, as well as track and store their workout data, including mileage, split times, caloric burn, elevation changes and other information.
“The real-time workout information is vital to runners of every ability level, and this will allow them to easily upload and store their training information to better achieve their training goals,” said David Willey, VP/Editor-in-Chief of Runner’s World, in a statement. “For business travelers, RunTracker also enables the storing, sharing and viewing of running routes in cities around the country, which we know from our readers is a big concern when they’re on the road.”Marriott says Epicurious.com's mobile recipe search, organizer and menu of the week is another good example of the interactive component marketers are seeking from publishers. "Epicurious provides the best uses of instantaneous mobile marketing that I've seen," she adds.