WPP – Sir Martin Sorrell on the BBC News

I was listening to the BBC News this morning and on came Sir Martin Sorrell, the “bell weather” of the advertising industry. Although his profits were down, he came on to explain that he thought the key issues going forward were;

1. New Media – digital; which he says already make up 26% of his £13Bn revenues;
2. New Markets – BRIC (Brazil, India, Russia and China) plus the next 11 – which were basically other Asia, Latin America, Africa and Mid East countries;
3. Consumer Insight – understanding how consumer behaviours are changing

Here at Hypertag we’re delighted as with our Proximity and Bluetooth Marketing channel we can hit digital marketing objectives on a number of fronts; download to mobile, upload from mobile, temporary digital campaigns, mobile digital campaigns and even larger networks.

Furthermore, consumer insight is really gaining a pace. Not only do we feel we have class leading reporting and benchmarking systems. But because we collate all our data from every campaign ever run centrally, all our customers can learn from each other (respecting client confidentiality) and the consumer insight benefits all. With some of our largest clients we are now linking the behaviour at the point of the Proximity transaction to the rest of the value chain to identify how we can tweak mechanics to increase sales for customers.

Lastly, with specific initiatives like our Survey Dispenser, we can put the Hypertag technology together with real-time surveying from our partners at InsightNOW to help brands adjust their offering in real time.

Exciting times for the industry and for us!

Jonathan Morgan

Picture credit: WPP

Non linear advertising for local businesses

I learnt a new phrase the other day – non linear advertising – apparently that’s what Proximity Marketing is.  New ways of getting to consumers that sit outside traditional advertising methods.

We have been working hard recently on a cost effective package that would allow local businesses, like shops, post offices and estate agents to realise the proven success of our Proximity Marketing system with big retail chains for themselves. We have developed a very cost effective package which gives the local business a stripped down version of our service with all the essential elements they need for not much more than a local paper ad. We are gaining some traction, and recently spotted news of this service amongst estate agents on Estate Agent Today.

A local Cambridge business, Cambridge Self Storage, have recently signed up for a year. They supply units for businesses to store their spare equipment, or marketing collateral or anything that needs a home but doesn’t need to sit in an expensive office all the time. We use them as a storage facility at Hypertag, as they have a site up by the Science Park, and they heard about the new pack and got in touch.

We’re interested to see what types of businesses go for it as we think we have pitched at a level that anyone can afford.

Jonathan Morgan