With the development of new technology and the popularity of mobile devices, the advantage for marketers are two fold: there are more and more contact points can be created between a brand and the customers. Also, there are more and more channels for marketers to connect with the customers. The mobile integrated TV campaign is a good example.
The concept of integrated TV campaign is simple: it is an interactive commercial. When the commercial is on airing, along with the message the commercial deliver, it encourages the audience to interact or further engage with the commercial by their smartphone apps. It calls for consumer’s action immediately when the commercial is on.
Learning from the great implementation of mobile technology integrated with the commercials, here are the key take away from marketers: 1) the new technology can help to better collect customer data and engage customers. 2) keep up with the trend, utilize the creativity and imagination, an take advantage of it.
Stella Chang, Grad Student, Integrated Marketing Communication, Northwestern University