I was scanning through a number of articles and blogs for the latest and greatest on the world of mobile marketing and came across this post.

And, what I say is AMEN TO THAT! I won't name names, but we've had similar experiences with publications trying the Digimarc Discover Platform. All too often, I've observed small tests with a single article or promotion... and then nothing. That is just not a good test of potential value over time. So let me give you my 2 cents on the subject...

Success will come from repetition. This is marketing 101 and we are in a period where consumers need to be educated. They must be presented with something multiple times before they've seen it at all, right? Those having the most success with new mobile technologies — be it barcodes, tags or digital watermarks — were those that properly introduced the new experiences and capabilities to their readers and then continued to reinforce it in EACH ISSUE over a period of time. Consistency is key. Repeated user education and use of the technology over time will generate results. Really.

And, here is one more thought on the topic... For publishers who want to provide added-value to keep advertisers happy, use the technology in your editorial content first. Educate your readers and show them the exciting, interactive experiences they can have while reading their favorite pub. Once you've taught your readers what they can do with your magazine or newspaper using their smartphones, they will be that much more enthusiastic about what they can do from printed ads. Think about it.