"[If] you’re a marketer at Chrysler, Audi, Mercedes Benz, Skechers or any of the movie studios advertising big new movies, you forgot to think about the guy on the sofa with a smartphone in his hands. Especially the one who was interested in your brand. That’s right – you spent millions to reach consumers in a high-impact environment but didn’t build a mobile site to let them take action right away on the interest your ad created. In fact, nearly half of Super Bowl advertisers didn’t have a mobile site."
With the advent of smartphones that even Ozzy Osborne can use, it certainly is surprising that more advertisers didn't capitalize on the technology that has become interwoven in many Americans' daily lives. However, new ways to reach customers seem to be popping up everyday with the growing popularity of social media outlets, so marketers need to remain focused in how to target their demographic in the most effective way possible. This brings up important factors about the demographic's consumer behavior: Is a 45 year old in the market for a brand new Audi going to check it out on his phone post Super Bowl ad or tweet about? Which method had a stronger tie to converting their interest into an actual sale? Once these questions (among many others) are answered by advertisers, then the decision of what media mix to use can be answered. Regardless of the exact mix of media outlets, though, the guiding focus needs to always remain on pushing the customer to the next step of the sale, whether that means through a website, Twitter, or simply visiting their local car dealership.
This article hits on a major mistake of the large advertisers during the last Superbowl. It should be obvious to advertise a website alongside any product/service. Technology has become more and more prevalent over the past decade. Advertisers are missing the biggest trends in our new generation: social media sites and the internet. If they're trying to make money, you would expect them to be more intune with what channels their customers are using. In addition to missing out on making websites, these big name players are also forgetting to make facebook, myspace, and twitter pages to go along with what they're offering. With the prices they paid for this airtime during the Superbowl, you would think they couldn't afford to make mistakes as big as the ones they did.
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