White Papers

Life Pattern Marketing is the practice of placing companies’ brand messages on digital screens and billboards that are located where busy people really are: Out and about, living their daily lives. Digital screens are popping up in great places to reach people, carrying short, punchy brand messages that reach potential customers while they pump gasoline in the morning, while they shop for groceries in the afternoon and while they withdraw money from an ATM in the evening. The key is context: The psychological impact on a consumer getting the brand message in many different contextual settings permeates the ‘noise’ and builds awareness and retention. This white paper presents more details on Life Pattern Marketing including examples of Life Pattern campaigns, suggestions of effective creative treatments and discussions on how to select the right venues.

There are changes in the air, literally, that will have a profound effect on the way that advertisers and marketers will communicate with their existing and prospective customers. The emerging Gen X and Gen Y spend a large majority of their time in substantially less controlled and less homogenized environments including physical areas such as bars, restaurants, health clubs, ball parks etc; online; gaming; listening to satellite (non-commercial) radio; and listening to iPods and other digital music devices. It’s a world of social networking, downloads, digital communities and heightened mobility. It is not a world where the traditional media trinity lives or where advertisers have been for the past 30 years.

Most customers don't want to hear from your company most of the time. If you're bombarding them with frequent promotional messages, you're probably generating more resentment than revenue. But there are fleeting moments when customers do want to hear from you -- when their lives, or their perceptions of your company, change. If you don't contact them at those moments, you risk losing them.

This paper establishes a series of best practices for mobile marketing, paying particular attention to the advantages of an interactive, user-controlled model over a traditional broadcast model. Looking forward, this paper examines how the integration of mobile technology into a connected, social, and localized platform shifts the advertising model from impression-based to expression-based, thereby leveraging the social graphs of users to create a rich and responsive media experience beneficial to brands and consumers alike.