One of the arguments brought forward by mobile marketing professionals is that integrating a mobile element into static, passive advertisements (such as the two subway examples mentioned in an earlier post) into an engaging experience for the target audience (consumers and businesses, depending on the context of the advertisement). There are many examples of passive, static mediums - newspapers, magazines, TV, etc. Even the digital world has its fair share of passive mediums. An example is the digital signage business, which is surprising as the digital medium is supposedly created to promote interactivity and engagement.
A Google search on the word "customer engagement" (remember to use the parentheses to get search results based on the two specific keywords) delivered 257,000 links to definitions, case studies and testimonies on customer engagement. I am an advocate of Wikipedia, which has an interesting take on engaging customer:
Customer engagement marketing places conversions into a longer term, more strategic context and is premised on the understanding that a simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions (Customer engagement interview with Richard Sedley). CE aims at long-term engagement, encouraging customer loyalty and advocacy through word- of-mouth.
The premise of customer engagement seems to point at advertisers creating an action for customers to motivate conversions (to their brand vis-a-vis other in their competitive space) and increase the rate of the customer retention through word of mouth.
The subway advertisement can be defined as a passive, static advertisement. Despite the fact that there is an Internet web address on the panel, it does not provide the context (i.e. the possibility of accessing a PC-formatted web address in a subway is assumed to be low) and environment for a potential engaged customer to find out more about the brand or the message.
Now if the advertiser's aim is to promote engagement with their brand via their website (one assumes that much resources have been invested in creating that great website), and the medium used to promote the website does not provide the context to trigger that engagement, it is my argument that the advertisement has failed to meet it's desired objectives.
I will provide more insight on how the mobile phone is one of the best mediums to create that link between the advertiser and the potential engaged customer in a subsequent post.
Darren
