The decision of where to place your marketing message used to be a no-brainer. Your choices included broadcast, print or in store media placements. It was simple and the media was simple. As the use of the “world-wide-web” became mainstream, online advertising was born. Marketers were able to add banner ads, email marketing campaigns and more to their arsenal of media options. Then just as marketers became comfortable with the options in online advertising, we have seen the emergence of Social Media and Mobile Marketing. And these platforms are evolving at pace never seen before.

It is more important then ever to understand your target audience and where they are spending their time consuming media. It is becoming more and more about the user experience everyday.

First Changes

Mobile marketing in its simplest form appears as SMS messaging: the user sends a text message to a short code and receives a pre-programmed response from the advertiser. Advertisers have seen the marketing benefits of Mobile Marketing at the point-of-sale influencing purchasing decisions, building consumer relationships, and providing increased consumer intelligence. It is pretty obvious why technology is evolving at such a rapid pace.

Evolution

Already, Mobile Marketing has evolved from standard SMS messaging techniques to Image Recognition technology. We are also quickly seeing the potential of Augmented Reality in the consumer experience. Take for instance Stella Artois’ Le Bar Guide, where using augmented reality allows a mobile application to overlay the profile of bars surrounding your current location. The recent launch of Apple’s iPad has even further exposed potential Mobile Marketing and its effects on how we look at the very definition of “mobile”, and how advertisers choose to spend marketing dollars. Time, Inc. recently released this video demonstration of how tablets are changing their advertising model.

Mix It Up

And while the world of marketing is ever changing, traditional methods still have a place (Apple’s iPad is advertised on the back cover of my latest issue of National Geographic, after all). Traditional marketing still has relevancy, but it might sit next to some new, technologically savvy neighbors in your annual marketing plan. Proper use and integration of new technologies with older ones will be the key to success.

Recently, we let you know about a new account win for The Cyphers Agency: Severn Savings Bank.

In order to meet 2010 benchmarks, Severn Savings Bank is looking to increase their loan portfolio and number of deposits over the next 9 months. After listening to their needs, accompanied by in depth market and local research, The Cyphers Agency will conduct 2 separate advertising campaigns. Each will attract different consumer bases: individuals 45-60 and individuals 25-44.

Overall, we look to position Severn Savings Bank as a local financial institution that offers peace of mind for those looking for a smarter banking relationships. Through a complete brand development campaign, the tag line,”It’s Safe Here” helps address consumer fears about making poor banking choices, while the tag line “Toobigaphobia: Fear of Big Banks” with accompanying imagery speaks directly to that fear.

To break it down further, we will approach our audiences with two different ad messages. Our first audience, which is comprised of individuals 45-60, need a local bank that they can trust: personal attention and a true relationship with their relationship manager. “Think of it as a Financial Kinship,” if you will.

The second audience, individuals 25-44 are looking for something a little different. They require a local bank with real people, but they need more than that. Since this audience is always “on-the-go” and quite tech saavy, they search for accessibility and online convenience in a financial relationship. They need “Online Banking with a Pulse.

I think the strategy behind Apple’s iPad launch is genius, and they are poised to dominate the tablet industry just like they dominate the smart phone industry. Many think that the iPad fell short of expectations. I don’t disagree with that, but I think that there is a method to Jobs’ madness. Here’s why:

It really didn’t matter how silly the iPad seems (just a large iPhone), people were going to buy it anyway. Apple was smart to launch early to take advantage of this brand loyalty. What happens if nobody likes the product? They can buy the second version. Apple could launch a 52″ iPad TV and people would buy it. It would be silly for Apple to stretch itself thin and try and meet an outrageously low price point and pack their product full of technology if people will buy it anyway.

Fewer expensive components means that Apple can come in at a very competitive price point. With the exponentially decreasing price of technology, Apple will hopefully be able to meet the same price point with the second iPad, and also include a camera and other important equipment. And since the first version is pretty cheap, Apple will probably be able to raise the price on this second version, just like the progression of the iPhone pricing.

By the time other companies are coming out with their tablets, Apple will be launching the second iteration of it’s iPad. Apple will have had a chance to work out the bugs, add newer technology and benefits, and probably get more bang for the buck than the first time around.

So that’s what I think. I know I’m beating a dead horse, but we couldn’t stop talking about it in the office and we wanted to see what our readers thought. Let us know!

-Andrew

The Cyphers Agency would like to announce that we have won two new accounts: Severn Savings Bank and River Glass Designs.

Severn Savings Bank is a local financial institution in Anne Arundel County with a mission to enhance the community by investing in the climate, culture, commerce and people of the Chesapeake region. As Agency of Record for Severn, we will be supporting their 2010 marketing plan, including a new brand launch. Look forward to a fully integrated campaign coming your way.

River Glass Designs, headquartered in Rockville, Maryland, is a glass company that specializes in custom glass structures, like showers, mirrors, staircases, etc., for  home builds and remodels. As their Agency of Record, we will be executing brand development and applying that to a new website, collateral, and more.

We’ll keep you updated as we dive into some great creative and strategic work. Check back for news soon!

Every day, we do amazing work for some pretty cool clients. We get to do amazing work, have fun, and create some awesome stuff along the way.

We recently created some designs for a client of ours: Chicken. Yes, chicken! (Okay, okay, The National Chicken Council). Aside from an awesome Facebook page and a sweet Twitter account, we’ve create some merchandise for all those chicken lovers out there. Check out some of our work below, or just go check out the CafePress Shop (and buy some chicken stuff).