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By SpyderLynk, August 31, 2009 2:16 pm

Posted by Jane McPherson

It is a tough time to be a marketer. This is no secret. Increasing media fragmentation is compromising the effectiveness and efficiency of media dollars, consumer behavior is evolving and hard to track, and the Internet has created an expectation about the interactivity and trackability of marketing. But existing technology hasn’t yet made this an easy deliverable yet and the current economy continues to drive down marketing budgets. Marketers are left to do more with less in this dynamic, ever-changing marketplace.

One thing that remains the same is that traditional media dominates media spend. In 2009, 90 percent of U.S. media budgets will be expressed in traditional media with only 10 percent of media budgets expressed in interactive media. While media dollars will shift to interactive marketing over the next five years, the shifting media dollars represent only 5 percent of expenditure – Forrester projects in 2013 that with 85 percent of U.S. media budgets will still be spent on traditional media.

SpyderLynk SnapTags enable traditional media with interactive functionality so that when a marketing device or advertisement captures a consumer’s attention and interest, the consumer has a means of interacting with the advertisement.

While the old adage is that depending on the media placement and creative, it takes 3-8 impressions to motivate a consumer in the market for a product to act, a SnapTag offers a consumer the opportunity to engage the first time they see an advertisement shortening sales cycles and increasing media efficiency. SnapTags offer consumers instant gratification; consumers snap a photo of the SnapTag, send it in and get back a promotion, discount, sample offer, etc. back from the brand they just opted to engage with moments before.

The interactive functionality of SnapTags creates an opportunity for stickier advertisements, one-to-one messaging, CRM opportunities and 360 degree marketing while also driving better media effectiveness, efficiency and tracking.

At SpdyerLynk, we want to help marketers make the most of their budgets. With  90 percent of budgets spent on traditional media, SpyderLynk offers markets a way to increase each placement’s effectiveness, interactivity and engagement – making the most of the traditional media marketers already use.

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By SpyderLynk, August 25, 2009 9:40 am

This year, U.S. advertisers will spend approximately $270 billion on ads in traditional media including magazines, newspapers, packaging, in-store displays, direct mail, posters, brochures, and event signage. While marketers and advertisers appreciate the value of the impressions delivered by this media, they remain frustrated by its lack of interactivity.

Marketers in Europe and Japan have adopted QR Codes (also known as mobile barcodes) as a way to make traditional media interactive. Consumers there have taken advantage of the opportunities presented to them by these marketers and actively use their camera phones to scan barcodes from magazines, in-retail signage, bus stops, packaging and many other mediums to get information, share data, enter promotions and make purchases.

SpyderLynk has created the SnapTag mobile activation point which functions much like a QR Code, but is aesthetically more appealing and much easier to use since SnapTags don’t require a phone application or bar code reader for consumers to use.

SnapTags enable simple, branded and measurable relationships between consumers and brands. SnapTags can be placed on almost any flat surface giving consumers the opportunity to instantly find store locations, get discounts, request a sample, participate in promotional offers and interact in countless meaningful ways.

SnapTags are created by encircling a brand logo or icon with our proprietary Coding Ring. Consumers use their camera phones to take a picture of the SnapTag and send it in to the provided phone number or e-mail address. Our proprietary mobile image recognition technology processes the SnapTag and sends back the corresponding response to the consumer via e-mail or text message, allowing for instant consumer interaction.

The mobile marketing industry is growing at an accelerated rate driven by innovative technologies and market demand and is expected to grow from $760M in 2009 to over $3.3B in 2013 according to eMarketer. We also anticipate significant growth, driven by the fact that SnapTags are simple to feature and add value to any marketing campaign, have countless applications and are easy for consumers to use.

We are excited to launch the SpyderLynk Blog to share our insights about this exciting and emerging marketing opportunity. Check back for SpyderLynk news and industry insights from our team of mobile activation and marketing experts:

Nicole Skogg, CEO and Founder, is an optical engineer and pioneer in both mobile image recognition and mobile marketing. Nicole has championed technological innovation and successful product launches for Cooper Lightly and Acuity Brands, holding patents for cutting edge optics products. Nicole applied her knowledge of optical engineering and image recognition to develop the SnapTag and has built SpyderLynk as a robust mobile marketing technology and solution provider over the past three years.

Jane McPherson, Chief Marketing Officer, has 15 years of brand marketing and advertising experience with high-growth, innovation-savvy companies including Anheuser-Busch, Quiznos and award-winning marketing agencies. Jane joined SpyderLynk in 2007; evangelizing the power of mobile activation for traditional media and molding the SpyderLynk product and communication strategy.

You can also follow us on Twitter @spyderlynk or check out our Web site for more information!